MADANI C NTENTS Introduction Logo Usage Typography Clolor & Palette Tone of Voice 01 02 03 04 05 Iconography 06 ABOUT BRAND Madani is a brand specializing in elite gold jewelry, reflecting sophistication, respect for heritage, and modern luxury. Our mission is to create jewelry pieces that highlight individuality, inspire confidence, and become part of life’s most important moments. Our vision is to become the leading jewelry brand in the region by combining tradition, exceptional quality, and innovation. Our core values are elegance, purity of form, trust and transparency, high craftsmanship, and the harmony of tradition with contemporary style. 01 OUR BRAND LOGO OUR LOGO IS ONE OF THE MOST IMPORTANT COMPONENTS OF OUR BRAND. IT CONVEYS PRESTIGE THROUGH MINIMALISM. THE EMPHASIS IS ON THE FIRST LETTER M AND THE FINAL LETTER N, SYMBOLIZING THE JOURNEY—FROM BEGINNING TO END, FROM CONCEPT TO PERFECTION. THIS REFLECTS THE PROCESS OF CREATING MADANI JEWELRY: FROM THE IDEA TO THE FINISHED, PERFECT PIECE. 02 02 clear space clear space clear space clear space clear space clear space clear space Exclusion Zones clear space Horizontal and Vertical Logo DO NOT crop the logo. DO NOT rotate the logo. DO NOT expand. DO NOT use tint or opacity. DO NOT change the color. Use colors in the palette. Reminders DO NOT put over another illustration Rules on logo use to keep in mind Mono Color Logo The monochrome version of the Madani logo is used when color application is limited or when a more minimal and refined look is required. Executed in a single color, the logo maintains its clarity, elegance, and recognizability without relying on decorative elements. Compressed Mark The compressed mark is a simplified version of the Madani logo used in small spaces such as icons, tags, and social media. It ensures clarity and brand recognition while maintaining the brand’s minimal and premium aesthetic. Heading We use TT Tsars A for all main headings. This typeface reflects luxury, heritage, and refined elegance — perfectly matching the premium identity of the Madani brand Aa 03 TYPOGRAPHY Aa Subheading We use Raleway for paragraph text and descriptions. It is clean, modern, and highly readable, creating a balanced contrast with the expressive TT Tsars A Deep Midnight Hex #1A1C28 Primary Color Secondary Color Royal Soft Gold Hex #C3A558 Soft Ivory Hex #F8F5EF Color Palette 04 TONE OF VOICE Madani speaks with refined elegance and calm confidence. Our tone is premium yet minimalistic, emotional yet never exaggerated. We communicate sincerely and respectfully, offering guidance as a trusted expert rather than selling aggressively. Every message is crafted with clarity and intention, reflecting the timeless beauty of our jewelry. We highlight individuality, celebrate meaningful moments, and focus on the feelings our pieces evoke — confidence, grace, and lasting value. Our language is warm, aesthetic, and understated, avoiding trends or unnecessary complexity. Like our designs, our voice is timeless, sophisticated, and created to inspire. 05 EXPRESSTION madani.kz 77775468892 THANKS S H A M S H I Y E V A S A L I M A Z H A L G A S A K B O T A