Daem — Brand guidelines

01 · The idea

Daem means “lasting”.

The Arabic word دائم (Daem) means lasting, always there. That is the promise: help does not get lost. Every problem gets a number, a person and an answer — and people always know what happens next.

TaglineHelp that stays.دعمٌ دائم.

CalmNo panic, no noise. Soft colours, one signal colour.

ClearShort words. One idea per screen. Numbers you can trust.

ReliableEvery request is seen, answered and closed.

HumanFaces, names and friendly words — not ticket robots.

02 · The mark

Four small ideas, one sign.

Speech bubble — someone asks for help.
The letter D — the bubble is shaped like the D of Daem.
The tick — the problem is solved.
The amber dot — always on. A light that stays.

03 · Logo versions

Pick the version that fits the background.

Primary Light backgrounds. Use this one first.

On dark Night, photos with a dark area.

Arabic Arabic and Urdu pages. The mark stays on the right.

Bilingual Signs, slides, the first screen of an event.

One colour Stamps, engraving, fax — when colour is not possible.

App icon Phone home screen, browser tab, social profile.

04 · Space and size

Give it room to breathe.

Free space around the logo = X, the width of the bubble’s tail (¼ of the mark). Nothing goes inside this space.
Smallest logo: 96 px wide on screen, 25 mm in print.
Smallest mark: 24 px. Below 24 px use the favicon version without the dot.

05 · Please don’t

Six ways to break the logo.

Stretch or squash it

Turn it

Change the colours

Add shadows or outlines

Put it on a busy picture

Daem

Write “Daem” in another font

06 · Colour

Calm teal. One amber signal.

Click a colour to copy its code.

Stage colours (only for status)

Created#2A63A8 In progress#5B4BB5 Done#22764A Overdue#C0392B

How much of each

Fog + White 60%Ink 22%Teal 12%5%

07 · Type

One family for Latin and Arabic: Rubik.

Aaأب

RubikVariable 300–800 · Latin + Arabic · free (OFL)

Help that stays.

Every problem gets an answer.

The IT team sees your message and answers you. You can read the answer at any time.

كل مشكلة تحصل على رقم وشخص مسؤول وإجابة.

हर समस्या को एक नंबर, एक व्यक्ति और एक जवाब मिलता है।

ہر مسئلے کو ایک نمبر، ایک شخص اور ایک جواب ملتا ہے۔

Use	Size	Weight	Letter spacing
Display (landing)	64–96 px	650	−4% (0 in Arabic, Urdu, Hindi)
Headline	32–58 px	650	−3%
Title in the app	18–22 px	600	−1%
Body	15–17 px	400	0
Labels, badges	12–13 px	500–600	0

Hindi uses Noto Sans Devanagari. Urdu uses Noto Sans Arabic (it has all Urdu letters). Both are free and inside Daem.

08 · Shapes and icons

Soft corners, clear lines.

710141824Corner radius (px): badges 7 · inputs 10 · cards 14–18 · big panels 24 · pills 999

NewIn progressWaitingResolved UrgentHighMediumLow

Line icons · 24 px grid · 2 px stroke · round ends

09 · Motion

Quick, calm, with a reason.

Every move explains something: a card moves because the work moved.
Daem ease: cubic-bezier(.2, .8, .2, 1) — fast start, soft landing.
Times: 160 ms small (hover) · 240 ms menus · 480 ms cards · 760 ms big moves.
Only move position and see-through (transform, opacity): smooth on every phone.
“Reduce motion” on the device = no motion. The page still shows everything.

10 · Voice

Write like a helpful colleague.

Short and simpleOne idea per sentence. Simple words (A1–A2). No IT words without a short explanation.

Say what happens nextEvery message ends with the next step: who, what, when.

Never blame“The file is too big (max 5 MB).” — not “You uploaded a wrong file.”

Same words everywhereCreated, In progress, Done. Ticket, agent, requester. Do not invent new names.

✓ Do

Your ticket TCK-2026-00042 is in progress. Hosam is working on it. You get an e-mail when it is solved.

تذكرتك TCK-2026-00042 قيد المعالجة. حسام يعمل عليها. ستصلك رسالة عند الحل.

✕ Don’t

Your request has been escalated to tier-2 for further processing pursuant to the applicable SLA.

11 · In use

The same Daem everywhere.

Daem

App icon on a phone

Daem · IT Help Desk

To: Khalid

Hosam Hani is now working on your request TCK-2026-00042

In progressOpen the ticket

E-mail: teal header, white card, one button

Share image (1200 × 630)

12 · Downloads

Help that stays.
دعمٌ دائم.