Brand guidelines · v2.1 · September 2026
Build.
Sell. Grow.
The DUB-Ai brand book. How we look, sound and behave, on every surface.
A team of AI agents you run from WhatsApp.
It builds your website, runs your store, manages your ads and leads, and reports back. No app, no dashboard, no learning phase. Just text it.
Done, not dashboards
The output is finished work, not a tool to learn.
Made for the Gulf
Dubai born. Arabic and English. Understands AED, Ramadan, Sharjah delivery.
Always on
Answers customers at 3am, remembers what you told it, gets better every night.
Plain words
You ask like you’d ask a capable assistant. It answers the same way.
Build. Sell. Grow.
Your AI team, run from WhatsApp.
No app. No setup. Just text it.
Write it DUB-Ai. Always.
DUB-Ai
D-U-B in caps, hyphen, capital A, lowercase i. Domain and handles lowercase: dub-ai.ae.
Dub Ai · DubAI · Dub-AI · dub ai · DUBAI
DUBAI reads as the city. The assistant inside the product is named by the customer; never present that name as the brand.
One icon. One wordmark. Kept.
The logo is not redesigned. Icon green #00810F, wordmark navy #111F39, λi white.
Clear space
Half the icon height, clear on every side. No text, no edges, no other logos inside the zone.
Minimum size
Lockup 120 px or 30 mm. Icon 24 px or 8 mm. Icon only for app icons and avatars; circle crop allowed.
Lockups
Primary horizontal · compact without the descriptor under 140 px · icon only · reversed, footer band only.
Never
- On green, or on any dark ground except the navy footer band.
- Recoloured, stretched, rotated, outlined, bevelled, shadowed or gradient-filled.
- Another font for the wordmark, or the wordmark without the icon.
- On photography without a white or cream plate.
Green is the action. Cream is the ground. Navy is the voice.
Light grounds everywhere. One accent per composition, never more than a tenth of the area. No gradients; depth comes from white cards on cream with a soft shadow.
| Pair | Ratio | Rule |
|---|---|---|
| Ink Navy on Cream | 14.8 : 1 | Any size |
| Slate on Cream | 8.8 : 1 | 14 px and up |
| Electric Blue on Cream | 6.9 : 1 | Links, any size |
| White on Dub Green | 5.1 : 1 | Buttons, 16 px bold and up |
| Dub Green on Cream | 4.7 : 1 | Text 16 px and up |
| Magenta on Cream | 4.2 : 1 | Headline words only, 24 px bold and up |
WhatsApp Green #1FA855 appears in chat mock-ups only. It is not a brand colour.
Sora shouts. Inter explains. Cairo speaks Arabic.
Three free Google fonts. Headlines short and declarative in navy. Uppercase for hero lines only. One coloured word per headline, never two.
Direct. Second person. Concrete. Plain.
| Context | Tone | Example |
|---|---|---|
| Website | Assured, a little playful | “There’s nothing to learn.” |
| WhatsApp to the owner | Efficient colleague | “Done. 3 campaigns running. Want me to pause Summer Menu?” |
| WhatsApp to a customer | Friendly host | “Yes, we deliver to Sharjah. AED 15, free over AED 100.” |
| Ads | Punchy, one promise | “Your whole team. One WhatsApp number.” |
| Errors | Calm, ownership | “That didn’t go through. I’m retrying now.” |
Say
assistant · team · by chat · text it · done · live · plain words · your number
Don’t say
bot · chatbot · platform · solution · ecosystem · AI-powered · seamless · leverage · empower
No exclamation marks in body copy. Arabic: Modern Standard for the site and documents, Gulf spoken Arabic in WhatsApp replies.
Same brand, every surface.
Website
Cream page, white pill nav, navy headlines, green buttons, navy outline secondary. The hero is a phone with a real task and a real result. Footer band Ink Navy with the reversed logo.
Business card
Front white with the primary logo, name, role, dub-ai.ae. Back Dub Green with the white λi. Forms and stamps: one colour navy logo.
Cream header with the primary logo and a green rule. White body, Inter 16 navy, one green button. Navy footer band with the reversed logo.
Ads
Headline “[Verb] your [thing] by WhatsApp”. Phone with a two-message exchange. Button “Text it now”, never “Learn more”.
Decks
Cream slides, navy text, a green rule under the title, one white card per point.
Photography
Real Gulf business owners at work, warm grade. Never robots, brains, circuits or holograms.
Email header and footer · 1200 px wide
Green button. Navy outline. Blue link.
999 px radius, Inter 600. Never “Learn more”. Focus ring 2 px Electric Blue. Cards white on cream, 20 px radius, soft shadow.
Charts: Dub Green, Electric Blue, Magenta, Slate. Up in green, down in Alert Red. Icons: 24 px grid, 2.4 px stroke, single colour.
Copy, paste, ship.
Google Fonts: Sora 700 800 · Inter 400 500 600 · Cairo 400 700 900.
:root{
--dub-green:#00810F; --deep-green:#003D21; --ink-navy:#111F39; --slate:#33485C;
--cream:#F8F9EB; --white:#FFFFFF; --sand:#E9E3DA; --mint:#DCF7E3;
--magenta:#D62C92; --electric-blue:#002EFF; --alert-red:#C62828; --wa-green:#1FA855;
--line:rgba(17,31,57,.12); --shadow:0 14px 34px -14px rgba(17,31,57,.22);
--font-display:'Sora'; --font-text:'Inter'; --font-arabic:'Cairo';
--radius-card:20px; --radius-pill:999px; --radius-phone:40px; --space:8px;
}
Any new colour, font or logo variant needs Branding sign-off and a version bump. The website follows this book. Next review December 2026.
Brand guidelines v2.1 · Branding · dub-ai.ae · Dubai, UAE
One headline. One conversation. One green button.
Cream ground. Max twelve words on the image. Swap the headline and the two bubbles; everything else stays. Hashtags #DUBAi #JustTextIt plus three topical.
Story · 1080 × 1920
Post · 1080 × 1080
Profile cover · 1500 × 500
Avatar · 640 × 640, icon only