Mawj brand book
How we made Mawj
What our name means, how our logo works, what we stand for, and how we look and move.
Move over the M to see how it's drawn.
01The name
Mawj means wave.
موج (mawj) is the Dari word for a wave. A wave starts small and keeps on moving. That's what we do for brands: we take an idea and set it in motion.
موج
02The logo
One line that rises twice.
Our M is a single stroke that swells and thins like water. Use the full logo wherever there's room, and the M on its own where space is small or square: a profile picture, an app icon, the corner of a video.
Clear space. Keep the dashed area free of text and images: half the M's height on every side. Try dragging the text in.
Smallest size
24 px wide on screen, 8 mm wide in print. Any smaller and the thin ends of the stroke start to disappear.
Keep it as it is
Use the logo exactly as it's drawn: ink on light backgrounds, paper on dark ones. Point at a mistake to fix it.
Don't stretch it
Don't tilt it
Don't outline it
Don't recolor it
Don't add effects
03What we stand for
Fast with AI. Led by our team.
That's our promise. AI lets us move fast and try more ideas. Every decision is made by people, and nothing reaches you until our team has checked it.
Our team
- Writes the script
- Plans every shot
- Picks what works
- Finishes and checks each piece
AI helps us
- Explore more ideas
- Make more versions
- Build shots that would need a film crew
04Color
Paper, ink and one orange.
Mostly paper, then ink, and a touch of orange for whatever moves or can be clicked. Every blue we use is the logo's ink, lighter or darker.
Orange is never for small text: it's hard to read on paper. On an orange button, the text is ink.
Click a color to copy its code.
05Type
Two fonts, one voice.
Instrument Sans for English. Bahij Helvetica Neue for Dari and Pashto. Both are clean and open, so our English and our Dari read as one brand.
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Instrument SansEnglish
- MawjRegular · reading
- MawjMedium · headings
We make brands move.
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Bahij Helvetica NeueDari and Pashto
- موجLight · long text
- موجRoman · reading
- موجBold · headings
ما برندها را به حرکت درمیآوریم.
موږ برانډونه په حرکت راولو.
Point at a weight to set the lines in it.
Your brand next
Our style is clean. Yours can be anything
We design brand identities in whatever style speaks to your audience, from the logo to the way it moves.