# North brand guidelines for AI agents Base URL: https://identity.north.ae · Updated: 2026-10-14 · Human version: https://identity.north.ae/ This file holds the rules that apply to **every** task. Load a topic file only when the task needs it: `GET /AGENTS/` returns plain Markdown. Asset paths below are relative to the base URL. Machine-readable tokens and component specs in the DESIGN.md format (google-labs-code/design.md): `GET /DESIGN.md`. ## Topics | Load | When | |---|---| | `/AGENTS/naming` | Writing any product, company or team name; creating new names; URLs and file names. | | `/AGENTS/logo` | Placing a logo or lockup in any design, choosing a logo file, co-branding. | | `/AGENTS/color` | Choosing any colour for design, UI, slides, documents or charts. | | `/AGENTS/typography` | Setting any text: fonts, sizes, weights, line heights. | | `/AGENTS/tokens` | Writing CSS, components, Tailwind config, charts or any code that needs brand values. | | `/AGENTS/arabic` | Anything in Arabic or bilingual Arabic/English: copy, layouts, UI, documents, slides. | | `/AGENTS/diagrams` | Drawing any diagram, flowchart, sequence, architecture or data-flow figure (SVG, Mermaid, draw.io, slides). | | `/AGENTS/imagery` | Choosing or creating visuals: backgrounds, illustrations, photos, icons, the North star device. | | `/AGENTS/data-visualization` | Making charts, dashboards, KPI tiles or tables of figures. | | `/AGENTS/ui` | Building screens, web pages, components or prototypes for NorthStar, NorthCloud, NorthEdge or North sites. | | `/AGENTS/voice` | Writing or editing any English copy: UI, docs, marketing, email, social, proposals. | | `/AGENTS/components` | Building any product UI component: buttons, inputs, selects, secrets, tabs, menus, badges, chips, cards, lists, code blocks, accordions, tooltips, dialogs, drawers, calendars. | | `/AGENTS/tables` | Designing or coding any table: product data tables, comparison tables, tables in documents and slides. | | `/AGENTS/feedback` | Designing how the UI responds to actions: clicks, waiting, progress, success, errors, toasts, alerts, skeletons, empty states. | | `/AGENTS/responsive` | Laying out pages or apps for phones, tablets, desktops and large screens. | | `/AGENTS/tailwind` | Writing UI with Tailwind CSS (v3 or v4). | | `/AGENTS/partner-logos` | Placing North or sub-brand logos together with partner, customer, government or sponsor logos. | | `/AGENTS/technology-logos` | Showing third-party models, AI providers, cloud and tools (OpenAI, Anthropic/Claude, Gemini, DeepSeek, Qwen, Z.ai GLM, Mistral, Meta Llama, NVIDIA, Hugging Face, etc.) in diagrams, slides, UI or docs. | | `/AGENTS/events` | Booths, roll-ups, press walls, badges, lanyards, signage, stage screens, invitations, programmes, merchandise, printed materials. | | `/AGENTS/web-patterns` | Building north.ae, sub-brand or campaign web pages and landing pages. | | `/AGENTS/presentations` | Creating or editing slide decks. | | `/AGENTS/social-media` | Creating social posts, banners, profile images or social copy. | | `/AGENTS/email-signatures` | Creating or updating an email signature. | | `/AGENTS/wallpapers` | Desktop/mobile wallpapers, Teams/Zoom/Webex backgrounds. | | `/AGENTS/stationery` | Letters, proposals, reports, Word documents, business cards, certificates, invoices, contracts. | | `/AGENTS/assets` | You need the exact URL or file name of a downloadable asset. | ## Who we are North is a UAE company building sovereign AI and cloud for governments and regulated enterprises. Business units (sub-brands): **NorthStar** (local-first agentic AI platform), **NorthCloud** (sovereign cloud), **NorthEdge** (AI inference). Company-wide enablers: North Success, North Academy, North Vanguard, North Talent, North Identity. Tagline: "Sovereign intelligence you can steer by." Values: sovereign by design; human in command; quietly exceptional; guiding, not steering. Personality: calm, precise, warm, bold where it counts — never cold, hyped, cute about security, or a black box. ## Always apply ### Names - Company: **North** (capital N). Official name **NORTH ADVANCED SYSTEMS LTD** only where the full official name is required (contracts, invoices, letterhead footers, filings). - Sub-brands are one word: NorthStar, NorthCloud, NorthEdge — never "North Star"/"Northstar". - Products always carry their sub-brand: NorthStar Admiral, NorthEdge Horizon — never "North Admiral". Components: NorthStar Admiral Server. - Enablers keep a space: North Success, North Academy. Features are plain names: Mai, Shaheen, Masar. - URLs/files/code lowercase-hyphenated: north.ae/northstar, northstar-admiral. ### Visual essentials - Colours: Midnight #273156 (primary, every layout), Dune #FFF9F3 (warm background), Gulf #227ED1 graphics / #1B6AB1 text and buttons (action), Dawn #FFE3D3 and Oasis #95ECF1 (accents ≤ 10%, never body text on light), dark canvas Midnight 95 #121624 (never pure black). Signal colours: NorthStar Oasis, NorthCloud Gulf 40 #6AAAE4, NorthEdge Dawn 40 #FDB48D. - Text: headings Midnight 90 #1B223D, body Midnight 60 #3D4870, captions Midnight 50 #58628A on light; Snow #FCFCFC / #C8CDE0 / #A3AAC6 on dark. Contrast ≥ 4.5:1 body, ≥ 3:1 large/UI. - Type: Helvetica Now Display (≥ 20px, headlines) and Helvetica Now Text (< 20px, body/UI); fallback Arial. Arabic: IBM Plex Sans Arabic. Code: JetBrains Mono. Sentence case; emphasis by weight, not colour. - Logo: use supplied files only (`/assets/logos/…`): Midnight on light, Snow on dark (Snow + Oasis star on Midnight). Never retype, recolour, stretch, rotate, add effects or detach the star. Clear space ≥ 0.5× NORTH cap height. Min 88px wide (icon 20px). - The four-point North star (long point down) is our graphic device: one prominent star per layout; never a generic AI sparkle. - Spacing on a 4px scale; radius grows with size (8 buttons, 16 cards, 24 panels); shadows tinted Midnight; one hero per layout; generous whitespace. - Light mode = warm, human (Aurora gradient, Dune). Dark mode = technical, focused (night sky, Midnight). Actions: Gulf 70 on light, Oasis 30 on dark. ### Voice essentials - Clear, calm, precise, human. Lead with the answer; active voice; contractions; British English. - No hype, no exclamation marks or emoji in formal content, no "100% secure"/"unhackable"/"guaranteed". - AI drafts/analyses/suggests; people approve/decide/send. Never give AI feelings. - Real product UI with sample data only; never real customer data, names or classified markings. ### Arabic - Arabic is written natively and reviewed by a second native speaker; never publish machine translation. - RTL layouts mirror the grid and directional elements, not logos, numbers or codes. Keep brand/product names in Latin script inside Arabic text (isolated LTR). Western digits by default. ### Diagrams - Orthogonal 1.5px Midnight 60 connectors with 8px filled arrowheads; 8px-radius white nodes with 1.5px borders; Oasis = AI, Dawn = human approval, Gulf = highlighted flow; dashed Oasis zones = trust/residency boundaries. Details: /AGENTS/diagrams. ## Core tokens ``` --n-color-midnight-80: #273156 --n-color-dune-05: #FFF9F3 --n-color-gulf-70: #1B6AB1 --n-color-dawn-20: #FFE3D3 --n-color-oasis-30: #95ECF1 --n-color-midnight-95: #121624 --n-font-family-display: "Helvetica Now Display", "Helvetica Neue", Arial, sans-serif --n-font-family-text: "Helvetica Now Text", "Helvetica Neue", Arial, sans-serif --n-font-family-arabic: "IBM Plex Sans Arabic", "Noto Sans Arabic", Tahoma, sans-serif --n-space-*: 4px steps (1=4, 2=8, 4=16, 6=24, 8=32, 12=48, 16=64, 24=96) --n-radius-sm: 8px --n-radius-lg: 16px --n-radius-xl: 24px Semantic roles (light/dark switch): --n-bg-canvas --n-text-heading --n-text-body --n-text-link --n-action --n-text-on-action --n-border --n-focus Full set: /assets/tokens/north-tokens.css · /AGENTS/tokens ``` ## When unsure Prefer fewer elements, more space, Midnight text on white or Dune. Ask the brand team (brand@north.ae) before inventing names, colours, logos or Arabic terms.