Brand architecture
NorthCloud products and some components above are illustrative, to show the pattern. Select a sub-brand to focus its family.
One North, four levels
Our naming system is lean on purpose. Every name tells you where it sits in the North family, so customers always know who they are dealing with and what belongs to what.
Names are built from four levels. Each level adds exactly one word to the one above it. The system is extensible: we can add business units and products, each keeping its own identity, all under the common North umbrella.
| Level | Pattern | Example | Where you see it |
|---|---|---|---|
| 1. Company | North | North | Corporate comms, north.ae, the master logo |
| 2. Sub-brand | North + one word | NorthStar | Business-unit marketing, north.ae/northstar |
| 3. Product | Sub-brand + product name | NorthStar Admiral | Product UI, docs, pricing, contracts |
| 4. Component | Sub-brand + product + component | NorthStar Admiral Server | Installers, release notes, technical docs |
Level 1: Company
Always “North”
North is the main brand. Write it with a capital N and the rest lowercase, in every sentence, headline and slide.
The official company name, NORTH ADVANCED SYSTEMS LTD, is written exactly as registered, in capitals. Use it only where the full official name is required: contracts, invoices, letterhead footers, regulatory and government filings. Everywhere else, including marketing, product and everyday communication, write North.
North builds sovereign AI for government.
NORTH builds sovereign AI for government.
Signed by North on behalf of NORTH ADVANCED SYSTEMS LTD.
NORTH ADVANCED SYSTEMS LTD launches a new product.
Level 2: Sub-brands
North + one word, written as one word
Sub-brands are our business units. Each name is “North” joined to one word, with both words capitalised and no space: NorthStar.
- NorthStar: agentic AI platform
- NorthCloud: cloud business
- NorthEdge: AI inference
Never “North Star”, “Northstar”, “NORTHStar” or “NORTH Star”. The same rule applies to every sub-brand.
Level 3: Products
Sub-brand + product name
Every product belongs to a sub-brand, and its name always starts with that sub-brand. The product word is capitalised and separated by a space.
“North Admiral” is wrong: Admiral belongs to NorthStar, so it is NorthStar Admiral. After the first mention in a long document you may shorten to “Admiral” if the context is unambiguous.
NorthStar
- NorthStar Desktop
- NorthStar Admiral
- NorthStar Skipper
- NorthStar Studio
- NorthStar Gateway
- NorthStar Marketplace
NorthEdge
- NorthEdge Horizon: inference platform
- NorthEdge Garden: model catalog
- NorthEdge Batch: batch inference
- NorthEdge Observe: model monitoring
Choosing a product name
- One word, a real English word, easy to say in English and Arabic.
- Fits the North world of navigation, sea, sky and desert where it can (Admiral, Skipper, Horizon), but clarity beats theme.
- Not already a sub-brand word, and not a generic descriptor on its own (“Platform”, “AI”, “Cloud”).
- Checked for trademarks in the UAE and our priority markets before announcement.
Level 4: Product components
Sub-brand + product + component
Some products ship as several separate parts. Each part takes the full product name followed by a plain component word.
- NorthStar Admiral Server
- NorthStar Admiral Console
- NorthStar Admiral CLI
- NorthStar Admiral Mobile
Use plain, descriptive component words (Server, Desktop, Console, CLI, Mobile, Agent, SDK). Components never get their own logo: use the product lockup and set the component name in text.
Cross-brand enablers
Company-wide, so they stem from North
Some systems serve the whole company rather than one business unit. They do not belong to a sub-brand, so their names come straight from North: North + a space + one word.
- North Success: customer support and success portal
- North Academy: training and certification
- North Vanguard: procurement and supplier management
- North Talent: hiring and talent acquisition
- North Identity: brand guidelines, logos and assets (this hub)
Note the space. Enablers are not sub-brands, so they are never written as one word (“NorthSuccess” is wrong).
Names on the web
Business units and their products live under the main north.ae site. Cross-brand enablers can have their own subdomain.
| What | URL pattern | Examples |
|---|---|---|
| Company | north.ae | https://north.ae |
| Sub-brand | north.ae/<subbrand> | https://north.ae/northstarhttps://north.ae/northcloudhttps://north.ae/northedge |
| Product | north.ae/<subbrand>/<product> | https://north.ae/northstar/admiral |
| Enabler | <enabler>.north.ae | https://success.north.aehttps://identity.north.aehttps://academy.north.ae |
URLs, file names, package names and code identifiers are lowercase with no spaces: northstar, northstar-admiral, northedge-horizon. That is the only place a sub-brand may be lowercase.
How names appear in logos
Bold for the brand, regular for the product
In every lockup the North icon comes first. The brand part of the name (NorthStar, North) is set in Helvetica Now Display Bold; the product part (Admiral, Academy) in Regular. That weight change does the work a space or colour would otherwise do.
See Logo lockups for every combination and the clear-space rules.
Naming checker
Paste a paragraph, a slide or a release note. The checker flags names that break the system and suggests the fix.
Adding a new name
The system is built to grow. Before you announce a new business unit, product or component, run it through this checklist and send it to brand@north.ae.
- Find the level. Is it a business unit (sub-brand), something sold by one unit (product), a shippable part of a product (component), or a company-wide service (enabler)?
- Apply the pattern. NorthX for sub-brands, sub-brand + Word for products, product + Component for components, North + Word for enablers.
- Check the word. One word, pronounceable in English and Arabic, not a generic descriptor, not already in use in the family.
- Clear it legally. Trademark search in the UAE and priority markets; domain and handle check.
- Register it here. The brand team adds it to the word list, generates the lockups and assigns a signal colour if it is a sub-brand.
Quick reference
Do
- Write North with a capital N and the rest lowercase.
- Write sub-brands as one word with two capitals: NorthStar, NorthCloud, NorthEdge.
- Always put the sub-brand before a product: NorthStar Admiral.
- Give enablers a space: North Success.
- Keep the legal name for legal documents.
Don't
- Write North Star, Northstar, NORTHStar or NORTH Star.
- Drop the sub-brand: North Admiral, Admiral by North.
- Invent sub-brands for features or campaigns.
- Abbreviate names: NS Admiral, NE Horizon.
- Translate or transliterate names in English copy. In Arabic copy, keep the Latin name.
Last updated on 14 October 2026