"Allah is the Light of the heavens and the earth." This direction treats the 99 names the way the world now treats wellbeing: as daily light. Dawn gradients, a soft serif, Arabic that flows. It is the direction most likely to be loved by someone who has never opened a dhikr app — and the one most likely to be kept open at Fajr.
Calm built a $2B company on "ten minutes of quiet." Muslims already have that practice — five times a day — and no brand that feels like it belongs to them. Noor positions 99names not as a reference, not as a challenge, but as a companion: the softest, most beautiful thing on your phone, and the card you keep on your bedside table.
Every name is a ray of the same light. The logo is 99 rays. Gradients move from dawn to dusk through the day. The brand literally changes colour with the prayer times.
Nothing is urgent. No streaks, no red badges, no "you missed a day." The app breathes — quite literally, a 4-second breathing dot on every screen.
Ruq'ah and Nastaʿlīq — the handwritten, flowing scripts — rather than formal Naskh or rigid Kufic. The Arabic feels like a note left for you, not a plaque.
We speak like a good friend at dawn. "As-Sabur. The Patient. Take your time today — He does." · "Al-Wadud loves you in the mess, not after it." Always lowercase tone, even when the type isn't.
Supporting: "One name, one dawn." (app) · "Keep a name close." (cards) · "Ninety-nine ways He's near." (campaign).
A circle of 99 fine rays — count them — with a clear centre. The centre holds a name, a number, a photograph, or nothing. At small sizes the rays merge into a soft sun; at large sizes you can see each one. The wordmark is Fraunces, lowercase, with the "9"s set a touch wider so the numeral reads as a pair.
Clear space = the ray length. Minimum: 20px (rays collapse to a soft disc — that's intended). App icon: dawn gradient, rays in ink. Favicon: the "٩٩".
The palette is a day. Four dawn tints form the signature gradient; four saturated "hour" colours mark Fajr, Dhuhr, Asr/Maghrib and Isha. Ink is warm, never pure black. Night mode is navy, never grey.
Gradients are always the four dawn tints in order. Hour colours are used flat, one at a time, for a full-bleed moment. Ink #2A2622 for all text on light; Sand #F4EEE4 on night.
Cards print on Fedrigoni Arena Natural with a 4-colour gradient + one spot (Pantone 7407 C for Fajr gold). No foil — the warmth is in the paper and the tint.
Ink on Blush 11.2:1 · Ink on Sky 10.1:1 · Sand on Night 13.4:1. Never set body text on the Fajr or Rose tints smaller than 16px.
All open (OFL). Premium print upgrades: Fraunces → Signifier or Reckless; Aref Ruqaa → a commissioned Ruq'ah hand for the 99 names (this is the single biggest quality lever in this direction).
Rounded, soft-touch, each one a gradient at a different hour. Sold as a deck, but designed to be separated: one on the nightstand, one in a wallet, one tucked into a mushaf, one sent in the post to a friend who needs Al-Jabbar this week.
99 cards, 70 × 110mm, 10mm radius corners, soft-touch laminate. Back: the 99-ray mark in blind emboss.
Deck $34 · Nightstand edition (deck + oak stand that holds one card upright) $69 · Send-a-name single card + envelope $6 — the gifting product that drives the brand.
30-card edition, one per night, gradient moves from dawn to night across the set. Annual, limited, the brand's "advent calendar."
The background is the time of day. Open at Fajr: blush. At Isha: night. One name sits in the middle of the screen with a slowly breathing dot beneath it. Quiz is there, but framed as "remember", not "test". Reminders are gradients, not alerts.
Dawn gradient with the 99-ray mark in ink. Reads as a sun on the home screen.
Everything eases over 600–900ms. Gradients drift. The breathing dot is 4s in, 4s out — the pace of slow dhikr.
Recitation by a single warm voice, recorded close. Optional soft room-tone bed. No chimes.
The site reads the visitor's local prayer times and tints itself accordingly. First screen: today's name, the breathing dot, one line. Scrolling reveals the other 98 as a slow gradient strip — dawn at Ar-Rahman, night at As-Sabur.
As-Sabur. Take your time today — He does.
Use the four-tint gradient, always in order.
Let things be quiet — a single name on a full screen is a complete post.
Use warm ink, never black.
Photograph real light: window, dawn, fabric, a card on a sill.
No black, no pure white, no gold foil.
No hard edges — everything has a radius.
No urgency language: never "don't miss", "streak", "last chance".
No stock mosque photography or bokeh lanterns.
Soft, slow, saved.
This is the direction people screenshot and set as a wallpaper. Three formats: Hour (gradient + name), Line (a sentence on sand), Verse (Nastaʿlīq on night).
Reels: a gradient slowly brightening from night to dawn over 6 seconds while one name is recited once. That's it. The calmest thing in the feed wins the feed.