Ninety-nine names, treated like a museum's rarest manuscript. Ink-black paper, a single line of gold, a serif that breathes. Luxury in the Aesop sense: restraint, not ornament. The card is the hero object; everything else — site, app, social, packaging — is built as if it were printed, foiled and boxed.
Every Muslim household has a poster of the 99 names. Almost none of them are beautiful. This direction claims the top of the market: the edition you gift, frame, and pass on. If the Qur'an app category has Quran.com as its utility, 99names becomes its Penguin Classics — the definitive, designed, collected version.
No crescents, no lanterns, no mosque silhouettes. The names carry the meaning; the design gets out of the way. Gold is a line, never a fill.
Every output — a reel, a push notification, a web page — is designed as a physical object first: a card, a plate, a bookmark. This keeps the brand coherent across print and screen.
Arabic and Latin always appear together, at equal dignity. Arabic is set in a true Naskh (Amiri), never a "Arabic-style" Latin font.
Short sentences. Second person. Never preachy, never salesy. We state the name and let the reader sit with it. Example: "As-Sabur. The Patient. He has never once rushed you."
Primary. Supporting lines per channel: "One name a week." (app) · "Ninety-nine, beautifully." (print) · "The names, kept." (brand film).
Three components that lock together or stand alone: the Seal (double ring with "99"), the Wordmark (Cormorant, lowercase, one word), and the Arabic signature (الأسماء الحسنى in Amiri). The double ring is the card's own frame, reduced to a monogram.
Clear space = the height of the inner ring. Minimum size: 24px seal, 16px wordmark. The seal is also the app icon (ink ground, gold rings, ivory numeral) and the foil stamp on packaging.
Three core colours carry 90% of the brand. The three "mood" colours come directly from the existing card-colour toggle — they are used as full-bleed grounds for a single name, never mixed.
Ink 70 · Ivory 20 · Gold 7 · Mood 3. Gold is reserved for rules, rings, Arabic, and italic emphasis. If a screen is more than ~10% gold, it is wrong.
Gold = Pantone 871 C metallic or hot-foil. Ink = Pantone Black 6 C on 350gsm uncoated black board (Colorplan Ebony). Ivory = Colorplan Natural.
Ivory on Ink: 15.9:1. Gold on Ink: 8.1:1. Gold on Ivory fails — never set gold text on ivory; use Ink text with a gold rule instead.
Licensing: all three are open (SIL OFL) — usable in print, app and web with no fees. For the premium print edition consider upgrading Cormorant → Canela or GT Sectra, and Amiri → 29LT Ada or Lyon Arabic.
99 cards + 1 index card, 70 × 120mm (tarot proportion, same as the current design). Rounded 6mm corners. Black edge-painting, gold gilt on the premium edition.
Front = the card you already have (Arabic, glyph, meaning, transliteration, number). Back = a consistent pattern: the double-ring seal repeated as a subtle tone-on-tone emboss, so a spread of face-down cards reads as one object.
Standard (ink, matte, $29) · Gilded (foil, gilt edges, rigid box, $79) · Mood editions (Emerald / Lapis / Carmine, 33 cards each, $19). The colour toggle on the site is literally the product line.
The app is a daily object, not a feed. It opens on today's card, full-bleed. Quiz, reminders and dhikr counter live underneath — never above — the name.
Fajr push: the card, no copy. Isha push: one line of reflection. Friday: the quiz.
99 gold dots in a 9 × 11 grid, filling as names are memorised. No streaks-anxiety, no confetti.
The seal on ink. Gold rings, ivory "99". Reads at 29px.
The current site explains itself in two columns of text before showing a single name. Flip it: the first screen is today's card, huge, with one line. The explanation lives further down, set like a book's introduction.
As-Sabur. He has never once rushed you. Sit with this name for a week; it will change how you wait.
Set Arabic in Amiri, vowelled (with tashkīl) on cards and hero moments.
Use one glyph per name — geometric, line-drawn, gold.
Let black space do the work. Pause before adding.
Photograph the physical cards on black stone, linen, brass.
No crescents, lanterns, domes or "Islamic pattern" backgrounds.
No gold gradients or bevels — gold is flat, always.
No yellow circle logo with a number in it (the current IG avatar).
Never drop the Arabic to "save space."
Three tile types. Nothing else.
Your current Instagram posts already do this instinctively. Formalised: Card (the product), Line (one sentence, ghost numeral), Mood (full-bleed colour edition). Always 4:5, always the wordmark top-centre.