Skip to content
Nefertum — نفرتُم
عEN

Visual Identity Guide

Every service has a deity. Every decision has a scale.

Our identity is not a logo and palette — it's a complete system binding every service to an Egyptian symbol, a historical anchor, and strict usage rules. This guide is the single source of truth.

01

Service Identities

Seven services, seven deities, seven promises.

The Blue Lotus

Nefertum Core

«Your brand reborn at every dawn.»

Nefertum, god of perfume and the lotus — born each dawn from a flower floating on the primordial waters of Nun. Symbol of rebirth and beautiful beginnings.

Accent
Theban Gold
Hex
#C9A84C
Type
Cinzel + Inter
Signature
A golden lotus with a small sun-disk core, floating on black water.
✓ Do
  • Use the lotus as the centerpiece on opening screens
  • Leave generous black space around the mark to breathe
  • Single gold tone only — no loud gradients
✕ Don't
  • Don't tint the lotus in neon or pastel
  • Never repeat the mark twice on one screen
  • Avoid placing it on flat white
Eye of Horus (Wedjat)

SEO

«We see what your customers seek before they type it.»

The Eye of Horus was lost in battle with Set, then restored whole by Thoth — symbol of protection, total sight, and recovering what was lost.

Accent
Faience Blue
Hex
#7BA7C4
Type
Inter Semibold + JetBrains Mono
Signature
An eye whose teardrop becomes a downward arrow + faint keyword grid behind.
✓ Do
  • Pair the Eye with search-rank numerics in dashboards
  • Use Faience Blue for positive metrics only
  • Always render the eye in thin stroke (1.4px)
✕ Don't
  • Never combine with a magnifying-glass icon (redundant)
  • Don't fill the eye solid — keep it linear
  • Avoid using it for cybersecurity contexts (misread)
Falcon of Horus

Paid Ads

«Every pound spent like a calculated strike.»

Horus the falcon soars high then strikes at a calculated angle — symbol of the king's precise hunt, never blunt force.

Accent
Carnelian Red
Hex
#B85042
Type
Cinzel Bold + Inter
Signature
A falcon silhouette diving from the top at 35° toward a circular target.
✓ Do
  • Use Carnelian Red only on critical campaign CTAs
  • Always show the falcon mid-strike, never stationary
  • Pair with oversized ROAS numbers next to the mark
✕ Don't
  • Don't use red for long body text (visual fatigue)
  • Never show the falcon among generic birds
  • Reserve it for paid only — not organic social
Ibis of Thoth

Social Media

«Words that engrave, not scroll.»

Thoth — god of writing, wisdom, and the moon — depicted with an ibis head holding a reed pen. He invented hieroglyphs and recorded the speech of gods.

Accent
Papyrus Beige
Hex
#D4C4A0
Type
Inter Medium + Cormorant Garamond
Signature
An ibis's long beak morphing into a single straight hieroglyphic writing line.
✓ Do
  • Use beige for quotes and testimonials
  • Build posts around one strong line, not many
  • Add a thin gold rule under every headline
✕ Don't
  • Never stack text — whitespace is part of the message
  • Avoid emojis on assets carrying the Ibis
  • Don't mix beige with Carnelian Red in the same frame
The Djed Pillar

Web Design

«A site that never bends under load.»

The Djed pillar, symbol of stability and the spine of Osiris — raised in a special ceremony to ensure the cosmos continued. A symbol of all that does not bend.

Accent
Sandstone Brown
Hex
#8C7853
Type
Inter Bold + JetBrains Mono
Signature
Four horizontal gold bands atop a thin column — mirrors layout grid structure.
✓ Do
  • Display Core Web Vitals (LCP/CLS) next to the Djed
  • Use Sandstone Brown only for borders and frames
  • Build every page on a clear 12-column grid
✕ Don't
  • Never tilt or rotate the pillar — it loses meaning
  • Avoid heavy parallax effects
  • Don't make the site feel fragile with deep shadows
Papyrus

Content Marketing

«Content that endures millennia, not days.»

The papyrus plant — symbol of Lower Egypt and source of history's first writing material. What was written on it 4000 years ago is still read today.

Accent
Papyrus Ochre
Hex
#A89968
Type
Cormorant Garamond + Inter
Signature
A partially unrolled papyrus scroll bearing a single line of text.
✓ Do
  • Use Amiri or Cormorant for long pull-quotes
  • Show one strong headline per scroll, not a list
  • Add the papyrus texture behind hero paragraphs
✕ Don't
  • Never apply papyrus texture full-screen (fatiguing)
  • Don't write more than 3 lines on a single scroll
  • Avoid generic stock photos beside it
The Scale of Maat

Analytics & Reporting

«Every decision weighed against truth, not opinion.»

Maat — goddess of truth, balance, and cosmic order. In the Hall of Judgment, hearts of the dead are weighed against her feather; only the balanced pass.

Accent
Maat Green
Hex
#9CB89F
Type
JetBrains Mono + Inter
Signature
Two balanced scale pans — a number on one, a feather on the other.
✓ Do
  • Use Maat Green only for positive metrics
  • Always show before/after pairs with the scale
  • Set numbers in Mono type for a data feel
✕ Don't
  • Never tilt the scale unless context is explicitly negative
  • Avoid pairing it with generic chart/arrow icons (redundant)
  • Don't mix green and red in the same card
02

Color System

Gold on black — as the kings' tombs were adorned.

  • Nun Black
    Background
    #050505
  • Ebony
    Surfaces
    #0F0D0A
  • Theban Gold
    Primary
    #C9A84C
  • Light Gold
    Highlight
    #F5E6C8
  • Warm Cream
    Text
    #F0EBE0
  • Sand Grey
    Muted
    #8A8070

Per-service accents

  • Faience Blue
    SEO · #7BA7C4
  • Carnelian Red
    Paid Ads · #B85042
  • Papyrus Beige
    Social Media · #D4C4A0
  • Sandstone Brown
    Web Design · #8C7853
  • Papyrus Ochre
    Content Marketing · #A89968
  • Maat Green
    Analytics & Reporting · #9CB89F
03

Type System

Arabic that breathes, Latin carved in stone.

  • Arabic — Display800 / 700
    Tajawal
    نَفَرتُم
  • Arabic — Body400 / 500
    Cairo
    وكالة النمو المصرية
  • English — Display600 / 700
    Cinzel
    NEFERTUM
  • English — Body400 / 500
    Inter
    Egypt's Growth Agency
04

Spacing & Rules

The visual rhythm preserved on every page.

  • Motif breathing room

    Clear space ≥ the symbol's diameter on every side

  • Stroke weight

    Unified 1.4px for every Egyptian motif

  • Grid

    12 columns, 56px gutter on desktop

  • Text vs. motif

    Text aligns to the motif's bottom baseline