مدارX
madarX
"The intelligence layer for what comes next."
BRAND GUIDELINES · VOLUME ONE · VERSION 1.3 ABU DHABI · MAY 2026
01

## The story

What madarX is, why it exists, and what it stands for. The brand voice in canonical form. Quote freely; do not paraphrase carelessly.

#### WHAT IS madarX

madar means orbit. Axis. The path around which things revolve.

In Arabic, the word names what other things rotate around — the sun in a solar system, the truth in a court case, the foundation in any structure that holds.

The X is two things at once.

The variable. What the world keeps adding to madar. Legal. RegOps. Construction. The vertical that does not yet exist.

The anchor. The mark is symmetric in every detail except one — the orbit breaks at 54 degrees clockwise from north, the same 54 that places the UAE at 54 degrees east longitude on the planet. Cover that one point and the mark loses its identity. Without it, the X is generic. With it, the X is here.

> The platform extends outward from a fixed point. The fixed point is the UAE.

The name is the architecture. The center holds. The edges expand. The anchor stays.

#### WHY madarX EXISTS

We are living through the largest infrastructure shift in human history.

AI is becoming the layer beneath everything — the way electricity became, the way the internet became, the way mobile became. Every institution, every profession, every act of consequential work is being rewritten on top of it.

But the AI being built today was designed for consumers. For speed. For scale. Not for institutions. Not to be inspected by regulators. Not to keep humans accountable for outputs that carry consequence. Not for the kind of work where being wrong has a cost beyond a refund.

That is the gap madarX exists to close.

> This is not AI for everyone. This is AI for everything that matters.

#### ABOUT madarX

madarX is the AI infrastructure institutions can actually use. Not a faster chatbot. Not a smarter search. A platform with sovereignty built into its architecture, accountability built into its outputs, and human judgment built into its core decision loop.

Three principles govern every line of code we write:

- AI generates. We produce structured intelligence at machine scale.
- Humans approve. Every consequential output requires explicit professional sign-off.
- Regulators can inspect. Every action is logged, cited, and audit-ready.

These are not features. They are the architecture. They are what makes madarX usable in environments where being unaccountable is not an option.

We started in the United Arab Emirates because the UAE is the country building the most ambitious sovereign AI infrastructure on Earth. The mark itself carries the coordinate — a single break in the orbit at 54 degrees, where the country sits on the planet. Geometry as a statement of origin. From here, the platform extends across every domain where institutional intelligence matters — law, regulation, construction, and what comes after.

> We are the intelligence layer. The era we live in needs one. We built it where it belongs.

SECTION 01 · THE STORY MX-BG / 01 / V.1.3
02

## The mark

An orbit, an X, an anchor. Geometric construction, not graphic invention. Every measurement derives from four numbers.

### What it means

The orbit is what we serve — the surrounding world of consequential work. The X is the platform centered on the orbit. The notch breaks the ring at the UAE coordinate, and a Mars Red bead fills the gap. The bead is where the platform stands. The break is the door.

### Construction rules

Every measurement in the mark derives from four numbers. Anything else is wrong.

    RING     radius r, stroke 0.075r
    X        strokes terminate at distance r from center
             along each diagonal (at 45°)
    NOTCH    spans 16° centered at angle 54°
             clockwise from north (i.e., 46° to 62°)
    BEAD     at the center of the notch (angle 54°)
             radius 0.125r, fill Mars Red #C2452A

If anyone needs to redraw the mark by hand, those four numbers are sufficient.

### The favicon variant

Below 32 pixels the notch closes and the bead disappears. A simplified version drops both — clean ring, X, slightly thicker strokes for legibility. Use this only at 16-24 pixel sizes. From 32 pixels and up, the full mark with the bead is the only version permitted.

FAVICON · PRIMARY MARK

### Do and do not

DO Use the mark on Onyx, on Mars Red, or on light institutional backgrounds. Use the favicon variant only below 32 pixels. Maintain clear space of at least 1× the ring radius around the mark.
DO NOT Recolor the bead. Move the notch. Tilt the mark. Place the mark inside another container shape. Use the favicon variant at sizes 32px and above. Apply gradients, shadows, or 3D effects to any element.
SECTION 02 · THE MARK MX-BG / 02 / V.1.3
03

## The wordmark

The mark with a voice. Latin in IBM Plex Mono signals the brand's machine-native character. Arabic stays Cairo for cultural continuity. Both scripts carry a Mars Red X.

#### BILINGUAL — INSTITUTIONAL

The full bilingual stacked wordmark. Use on homepage hero, deck covers, About page banners, formal correspondence headers. Arabic above, Mars Red rule between, Latin below in mono. The X is permanently Mars Red in both scripts.

مدارX
madarX

#### PRIMARY HORIZONTAL — DEFAULT BRAND LOCKUP

Mark plus Latin wordmark in mono, horizontal. The default workhorse for application headers, document letterheads, email signatures, and any compact brand identifier where the platform itself (not a vertical) is being represented.

madarX

#### PRODUCT LOCKUPS — STACKED · PRIMARY

The default product lockup. The vertical name sits below madarX, separated by a Mars Red rule. The wordmark anchors; the vertical names the route. Use this format on product page headers, deck title slides, application home screens, marketing surfaces, and anywhere the product needs to read as its own anchor with strong hierarchy.

madarX
LEGAL
madarX
REGOPS
madarX
CONSTRUCTION

#### PRODUCT LOCKUPS — SLASH · SECONDARY

The compact horizontal alternative. Use the slash format only when a vertical lockup wouldn't fit — navigation breadcrumbs, footer text, inline references in body copy, tight email signature contexts. The slash separator signals namespace hierarchy without taking vertical space. Default to the stacked format whenever space allows.

madarX / Legal
madarX / RegOps
madarX / Construction
SECTION 03 · THE WORDMARK MX-BG / 03 / V.1.3
04

## Color

Five materials. No more, no less. Mars Red is not a color — it is a signal.

ONYX
#0F0F11
ground · primary background on dark surfaces
PLATINUM
#E8E8E5
primary · body text and the mark on dark grounds
BONE
#DCDCD8
secondary · captions, secondary text
GRAPHITE
#4A4A4D
structural · dividers, hairline rules, muted UI
MARS RED
#C2452A
accent · the X, the bead, one moment per surface

### Mars Red discipline

Mars Red is not an accent color — it is a signal. The brand's institutional credibility depends on this rule being enforced. Read carefully.

#### ALWAYS — PERMANENT BRAND CONSTANTS

- The X letterform in every wordmark (always Mars Red, in all scripts)
- The bead at the UAE coordinate in the mark (always Mars Red)
- The Mars Red rule between madarX and the vertical name in the stacked product lockup

#### ONCE — ONE ADDITIONAL USE PER SURFACE

- One determinative output flag (e.g., a "REVIEWED" label)
- One critical alert or warning state
- One editorial pull-quote indicator
- One single moment of structural emphasis (a hairline rule, a navigation indicator, a section number)

#### NEVER

- More than one additional Mars Red instance per page or screen
- Buttons, links, or hover states (use Bone or Graphite)
- Charts, graphs, or data visualizations (use Platinum/Bone/Graphite combinations)
- Decorative use, atmospheric backgrounds, or section themes
- Gradient blends or tinted variants

The moment Mars Red shows up twice on a single surface, the brand becomes a tech startup with a red highlight color. The moment it shows up once, in the right place, the brand becomes a sovereign instrument. That is the entire difference.

SECTION 04 · COLOR MX-BG / 04 / V.1.3
05

## Typography

Mono governs the brand. Inter governs the prose. Cairo handles the Arabic. Three fonts, three jobs — and a signature that announces madarX as a machine-native platform from the first letter.

The Latin wordmark is set in IBM Plex Mono. Plex Mono is the brand's primary identity typeface, the voice of madarX itself. Inter retains a critical role — it carries body prose where readability at length matters — but the brand's signature surfaces (the wordmark, headlines, product lockups, navigation, captions, audit trails, technical UI) all wear mono.

01 / THE BRAND VOICE — IBM PLEX MONO
madarX

— the wordmark, headlines, product lockups, system metadata, audit trails, technical UI

    REF      2026.05.04 / MX-001
    ACTION   approve
    SOURCE   clause 14.2(b)
    SIGNED   m.khalifa@noor-law.ae
    TIME     14:32:11 GST+04
    HASH     7f2a91...c40e

Plex Mono is the brand's institutional voice. Every wordmark, every headline, every citation, every timestamp, every reference number, every audit log entry wears it. "Regulators can inspect" stops being a claim and becomes a visible artifact of the typography itself.

WEIGHTS · 400 NORMAL · 400 ITALIC · 500 NORMAL · LATIN SUBSET

02 / THE PROSE VOICE — INTER
Inter

— body prose, long-form copy, About page narrative, leadership statements, marketing surfaces

Inter carries the prose. When madarX speaks at length — an investor narrative, an About page, a product description, a manifesto paragraph — the typeface is Inter. Mono does not read as comfortably across multiple paragraphs. Inter does. The brand's signature is mono; the brand's prose is Inter.

WEIGHTS · 400 NORMAL · 400 ITALIC · 500 NORMAL · 500 ITALIC · 600 NORMAL

03 / THE BILINGUAL VOICE — CAIRO
مدارX

— the Arabic-script half of the bilingual wordmark and any Arabic-language surface

Cairo handles the Arabic in the bilingual wordmark and any Arabic-language surface. It is paired with Plex Mono at near-equal visual weight in the wordmark — the brand never subordinates one script to the other. Cairo is not used for English body text.

WEIGHTS · 500 NORMAL · 600 NORMAL · ARABIC + LATIN SUBSETS

### Voice ratios by surface

The brand's signature is mono. Mono governs the wordmark, headlines, product lockups, navigation, audit panels, and any technical surface. Inter takes over only when long-form prose needs to be readable at length.

Surface | Plex Mono | Inter
--- | --- | ---
Wordmark, product lockups, headlines, navigation | ~100% | —
Audit exports, evidence trails, machine outputs | ~95% | ~5% (footer prose only)
API and developer documentation | ~70% | ~30% (descriptive prose)
Product UI — chrome (record IDs, audit panels, system labels) | ~70% | ~30% (button labels, descriptions)
Product UI — content (the prose layer of features) | ~40% | ~60%
Investor and partner decks | ~50% (titles, refs, lockups) | ~50% (body)
Marketing site, About, manifesto pages | ~30% (headlines, datelines, refs) | ~70% (body prose)

The ratio shifts toward mono as the brand asserts itself. The ratio shifts toward Inter as the brand explains itself.

### Installing the fonts

All three fonts ship under the SIL Open Font License — free for commercial use, embedding, and redistribution. The production drop includes self-hostable WOFF2 files in the `fonts/` folder. See `fonts/README.md` for installation, CDN alternatives, and licensing details.

    Self-host:  <link rel="stylesheet" href="/fonts/fonts.css">
    CDN:        @import url('https://cdn.jsdelivr.net/npm/@fontsource/ibm-plex-mono@latest/500.css');

SECTION 05 · TYPOGRAPHY MX-BG / 05 / V.1.3
06

## Voice

Five rules. Anyone who writes on the brand is bound by them. Without these the brand drifts within six months.

### 1. Precision over qualification

No hedging. No may help to potentially improve. Either the platform does it or it doesn't. Say which.

### 2. Direct address

We when speaking from the platform. You when speaking to the user. Never refer to madarX in third person from inside madarX.

### 3. Earn the right to the claim

If we say the intelligence layer, the next sentence had better demonstrate why. Every strong claim is followed by evidence, an example, or a structural rationale.

### 4. Regional without performance

Invoke the UAE when the UAE is structurally relevant — for sovereignty, for ambition, for context. Not as decoration. The mark already carries the coordinate; the prose does not need to wave a flag.

### 5. Gravity without weight

Short sentences. Confident verbs. Read it aloud. If it sounds like a press release, rewrite it. If it sounds like a manifesto, you're close. If it sounds like a sovereign statement, you're there.

### Examples

VOICE — RIGHT "We started in the UAE because the UAE is the country building the most ambitious sovereign AI infrastructure on Earth."
VOICE — WRONG "Headquartered in the vibrant heart of the UAE, our innovative team is excited to bring world-class AI solutions to forward-thinking enterprises."
VOICE — RIGHT "AI generates. Humans approve. Regulators can inspect."
VOICE — WRONG "Our platform leverages AI to help streamline complex workflows while maintaining best-in-class oversight and compliance."
SECTION 06 · VOICE MX-BG / 06 / V.1.3
07

## Applications

The brand at work. Production assets are in the file drop; this section shows the patterns each surface follows.

### Favicon scales

Below 32 pixels, use the simplified favicon variant (no notch, no bead). At 32 pixels and above, use the primary mark.

### App icon

Two variants: default (Platinum mark on Onyx ground, with a Mars Red bead) and inverted (Platinum mark on Mars Red ground, with an Onyx bead for contrast). Both ship at 1024 × 1024 master size with rounded corners (radius = 22% of width).

### Document letterhead

Light institutional ground (#F5F2EA cream, on white paper). Mark and Latin wordmark in upper left at small scale. Mars Red horizontal rule under the wordmark. Right side: reference number in mono. Document body in Inter, tagged sections in mono, page numbers in mono in lower-right.

### Business card

Front: Onyx ground, mark + wordmark in upper left, name and contact in mono. Back: Mars Red ground, Platinum mark only, no other elements. The contrast of the two cards is the brand's institutional gesture in printed form.

### Social profile package

LinkedIn banner: 4:1 aspect ratio, Onyx ground, mark + wordmark + tagline lockup left-aligned. X header: 3:1 aspect ratio, same elements scaled. Avatar: Platinum mark on Onyx, square or circular crop. Always pair the inverted (Mars Red) avatar with the dark-ground banner; never the same color twice.

### The dateline rule

Every brand surface — marketing poster, slide deck cover, one-pager, business card back, social profile banner, even a decorative print — carries a small mono dateline somewhere in a corner.

    2026.05.04  /  v.1.3  /  ABU DHABI

Set in IBM Plex Mono at 9pt, fill `#8A8278` (Muted), letter-spacing `0.22em`. The dateline does not draw attention. It exists. It demonstrates the audit-ready principle on surfaces where audit isn't strictly necessary, which is precisely what makes it credible. A brand that shows its work even when it doesn't have to is a brand that knows how to show its work.

SECTION 07 · APPLICATIONS MX-BG / 07 / V.1.3
08

## The UAE in geometry, not in flags

Trust, credibility, agility, strength. Encoded into the brand's structural discipline rather than declared in prose.

The brand does not perform its origin. It enacts it. Every visible discipline in the system is doing the cultural work that less confident brands try to do with prose, flags, and "established 2026" badges.

### 01 — Trust

#### THE SINGLE-ACCENT RULE

Mars Red appears exactly once per surface, outside of the wordmark and the bead in the mark (which are permanent brand constants). Restraint reads as confidence.

### 02 — Credibility

#### THE SOVEREIGN-MONO PALETTE

Five materials total: Onyx, Platinum, Bone, Graphite, Mars Red. The visual neighborhood is sovereign wealth fund quarterly reports and central bank annual statements.

### 03 — Agility

#### THE X AS VARIABLE — STACKED VERTICAL NAMING

The platform extends through a structured naming system. The mark stays constant; madarX stays constant; the vertical name slots in below, separated by a Mars Red rule. New verticals extend the pattern without rewording the brand. Agility, encoded structurally, is the ability to extend without restructuring.

### 04 — Strength

#### THE CONTROLLED BREAK

The orbit ring breaks deliberately at exactly one point — 54° clockwise from north, where the UAE sits at 54° east longitude. Strength is not "nothing breaks." Strength is "I chose where this breaks, I controlled the break, and the structure holds anyway."

### 05 — Audit-by-default

#### THE DATELINE RULE

Every brand surface carries a small mono dateline somewhere in a corner. The brand demonstrates the audit-ready principle on surfaces where audit isn't necessary. In sovereign design language, this is the equivalent of how a central bank report carries a footnote on its cover.

> The values are encoded. The geometry tells the story. The prose stays sparing.

SECTION 08 · UAE ENCODING MX-BG / 08 / V.1.3
09

## The file drop

Every file in the production drop, what it does, and how to use it.

#### SVG ASSETS

madarx-mark.svg | Primary mark with notch + bead. Use at sizes ≥32px. `currentColor` for ring/X.
madarx-mark-favicon.svg | Simplified mark for sizes 16-24px.
madarx-app-icon.svg | Default app icon, 1024 × 1024, Platinum mark on Onyx ground.
madarx-app-icon-inverted.svg | Inverted app icon, Platinum mark on Mars Red ground, Onyx bead.
madarx-logo-bilingual.svg | Full bilingual stacked wordmark — Cairo (Arabic) + Plex Mono (Latin).
madarx-logo-primary.svg | Mark + Latin wordmark in Plex Mono, horizontal lockup.
madarx-legal.svg | madarX Legal stacked product lockup — vertical sits below madarX.
madarx-regops.svg | madarX RegOps stacked product lockup.
madarx-construction.svg | madarX Construction stacked product lockup.

#### FONTS

fonts/fonts.css | The `@font-face` declarations for self-hosting all three fonts.
fonts/inter/ | Inter weights 400, 400 italic, 500, 500 italic, 600 (Latin).
fonts/cairo/ | Cairo weights 500 and 600 (Arabic + Latin subsets).
fonts/ibm-plex-mono/ | IBM Plex Mono weights 400, 400 italic, 500 (Latin).
fonts/README.md | Installation, CDN alternatives, licensing.

#### DOCUMENTS

README.md | The technical README — color tokens, mark construction rules, file map.
madarx-brand-story.md | The brand story (the canonical voice). What is, why, about. Plus voice rules and boilerplate.
madarx-brand-discipline.md | The discipline supplement. The mono-forward typography system and the discreet UAE encoding patterns.
brand-guidelines.html | This document. The navigable brand book.

SECTION 09 · FILE DROP MX-BG / 09 / V.1.3
10

## Versioning

How the brand changes over time without losing itself.

This document is version 1.3. From here:

- v.1.x — Cosmetic refinements, voice rule clarifications, application templates, additional product lockups within the existing system.
- v.2.0 — Structural changes: a new color, a new typeface, a redesigned mark, a fundamentally new product family. Requires explicit founder sign-off and rationale documented at the top of the version.

#### VERSION HISTORY

v.1.0 | Initial production drop. Mark, palette, wordmark in Inter, product lockups, application templates.
v.1.1 | Brand story integrated. UAE 54° anchor told as origin narrative. Discipline supplement added.
v.1.2 | Latin wordmark moved from Inter to IBM Plex Mono. Voice ratios updated to reflect mono as primary brand voice.
v.1.3 | Stacked product lockup made primary — vertical name sits below madarX with a Mars Red rule between. Slash format moved to secondary inline use.

Every version carries a date and a location. 2026.05.04 · Abu Dhabi · v.1.3. If the brand cannot tell you when and where it was last edited, the brand cannot be trusted to remain consistent. The dateline rule applies to itself.

> The hard creative work is done. The brand is sealed. Maintenance from here.

SECTION 10 · VERSIONING MX-BG / 10 / V.1.3