Brand Book · v1.0 · 2026
Iraq's Venue & Hangout Network

Dlliny.

دليني

A complete brand & design system for the platform that helps Iraqis discover where to go — and who to go with.

PREPARED FOR
Dlliny Founding Team
SCOPE
Identity · Tokens · UI
PLATFORM
iOS · Android · Web
Dlliny mark
Dlliny · Brand Book
02 / 12
Contents

What's inside.

From the brand's voice to ready-to-ship design tokens — everything your team needs to build Dlliny consistently across every surface.

01
Brand Identity & Personalityالهوية والشخصية
p. 03
02
Logo & Constructionالشعار والتركيب
p. 04
03
Color Systemنظام الألوان
p. 05
04
Typographyالخطوط
p. 06
05
UI Componentsعناصر الواجهة
p. 07
06
Iconographyالأيقونات
p. 08
07
Photography Directionالتصوير
p. 09
08
App in Contextالتطبيق ميدانياً
p. 10
09
Design Tokens (Code)رموز التصميم
p. 11
10
Closingخاتمة
p. 12
01 · Brand Identity & Personality
03 / 12
01 — Brand Identity

A friend with the inside scoop.

Dlliny — دليني ("show me the way") — is the Iraqi friend who already knows where the night is happening, the sweet new café in Karrada, and the rooftop with the best view of the Tigris. It's hospitable, sharp, never preachy, and quietly proud of being from here.

Personality dial
Hospitable Energetic Locally-rooted Confident Modern Trustworthy for businesses Corporate Touristy Loud / hype-y Sterile
Audience modes
FOR EXPLORERS
Warm, playful, curious.
Like texting a friend: "yalla, I found us a spot."
FOR BUSINESSES
Clear, precise, respectful.
Numbers, dashboards, and SLAs — no jargon.
Tone of voice — say this, not that

Discovery copy

"3 new spots opened in Karrada this week. Want a peek?"
"Check out our latest curated selection of premium venues."

Empty state

"No plans yet. Wanna pick somewhere?"
"You have no scheduled events at this time."

Business onboarding

"Add your menu in 5 steps. We'll handle the rest."
"Comprehensive merchant enablement workflow."

Bilingual rule

الدنيا دتمطر، دليني مكان حلو 🇮🇶
Mixing fus-ha + dialect awkwardly
02 · Logo & Construction
04 / 12
02 — Logo

A wink that points the way.

The mark reads two ways at once. A friendly wink — the warm gesture of an Iraqi host — that resolves into a chevron. Discovery + navigation, one glyph.

Dlliny logo
Construction
Three primitives on a 1:1 grid: eye, chevron, smile. The wink doubles as a directional arrow.
Clear space
¼ of diameter on every side.
Minimum size
24 / 40 / 64 px
Dllinyدليني
Dllinyدليني
Dllinyدليني
03 · Color System
05 / 12
03 — Color

Iraqi warmth, calibrated for dark mode.

Deep midnight canvas anchors the system. Saffron leads as the primary, Palm green grounds it, Sumac red accents sparingly.

Primary · Saffron
Saffron 500
#E8B339
RGB 232 · 179 · 57
OKLCH 0.79 0.14 84
USE: CTA · brand · highlights
100
300
500
700
900
Secondary · Palm
Palm 500
#2F6B4F
RGB 47 · 107 · 79
OKLCH 0.49 0.07 158
USE: success · biz mode
Accent · Sumac
Sumac 500
#C8482E
RGB 200 · 72 · 46
OKLCH 0.55 0.16 32
USE: hot · trending · alerts
Neutrals — Ink scale (dark mode foundation)
surface tokens →
Ink 900
#0B0F14
850
#10161D
800
#161E27
700
#1F2A36
600
#2A3744
400
#8C9AA8
300
#C9C2B3
100
#F4F1EA
Cultural support palette
Tigris#3E7BBF
Lapis#1F3A6B
Sand#D8B98A
Use sparingly for category systems, illustrations, and contextual UI (maps, regions, day/night).
04 · Typography
06 / 12
04 — Typography

One family. Two scripts. Zero compromise.

IBM Plex Sans + IBM Plex Sans Arabic share the same designer DNA — same x-height feel, same weight axis, same engineered minimalism.

Latin · English

IBM Plex Sans

Open Source5 weights
Aa Dg
Display
Find your spot.
H1 · 56
Tonight in Baghdad
H3 · 24
Cafés near you
Body · 16
Open until 2am · 1.2 km away
Mono · 13
★ 4.8 · 1,204 reviews
Arabic · العربية

IBM Plex Sans Arabic

Naskh5 weights
دليني
Display
جد مكانك المفضل.
H1 · 56
الليلة في بغداد
H3 · 24
مقاهي قريبة منك
Body · 16
مفتوح حتى الثانية صباحاً · ١٫٢ كم
Mono · 13
★ ٤٫٨ · ١٬٢٠٤ تقييم
05 · UI Components
07 / 12
05 — Components

Flat. Rounded. Hospitable.

No gradients on UI surfaces. No drop-shadows except for elevation hints. Generous corner radii — corners are never sharp, never fully circular (unless tags). Touch targets are 44pt min.

Buttons · 4 variants × 3 sizes
PRIMARY · Saffron — actions, CTAs
SECONDARY · Outline — alternate actions
GHOST · Tertiary — chrome, navigation
DESTRUCTIVE · Sumac — irreversible
Radius scale
8 sm
14 md
20 lg
28 xl
∞ pill
Venue card · primary content unit
OPEN · 1.2km

Ridha Alwan

★ 4.8
Café · Karrada · ‎$$
Coffee Wifi Outdoor
TRENDING

Beiruti Lounge

★ 4.6
Rooftop · Mansour · ‎$$$
Shisha Live music Tigris view
Anatomy
Radius22px
Padding18 / 20
Image ratio16:11
Border1px line/600
Shadownone (flat)
Hover+1px Y, scale .995
06 · Iconography
08 / 12
06 — Iconography

2px line. Round caps. Friendly.

Outlined icons on a 24×24 grid. Stroke 2px, rounded caps & joins, 4px corner radius on filled fragments. Echoes the logo's contour and the "wink-as-chevron" geometry. Use Lucide as the foundation; commission a small custom set for Iraqi-specific needs (shisha, kunafa, hookah, kebab).

SEARCH
PIN
DISCOVER
SAVE
PLAN
FRIENDS
CAFÉ
EAT
NIGHTLIFE
RATE
CHAT
BUSINESS
INSIGHTS
VERIFIED
SHISHA
WIFI
Stroke
2px constant · round caps
Grid
24×24 · 2px keyline padding
Color rule
Mono by default · Saffron for active state
07 · Photography Direction
09 / 12
07 — Imagery

Iraq, lit by its own light.

Real Iraqis, real venues, real cities. Documentary candor over commercial polish. Warm tungsten and golden hour, dusk on the Tigris, neon on wet streets. People over architecture.

[ HERO · Karrada at dusk · neon + chai glasses · 35mm ]
[ FRIENDS · rooftop laughter · backlit ]
[ FOOD · masgouf · top-down · candlelight ]
[ PLACE · Tigris bridge · long exposure ]
[ DETAIL · barista hands · arabic coffee pour ]
Do
  • Real Iraqi venues, named
  • Tungsten / golden hour
  • Hands & gestures
  • Slight grain
Don't
  • Stock photo people
  • Heavy filters / HDR
  • Empty rooms (no humans)
  • Touristy clichés
Treatment
  • +5 warmth, −5 saturation
  • Lifted blacks (+8)
  • 16:11 hero · 1:1 detail
  • Subtle vignette
Sourcing
  • Local photographer roster
  • UGC w/ venue consent
  • Always credit creators
  • Never AI-generate people
08 · App in Context
10 / 12
08 — Brand in motion

It all comes together.

A peek at how the system feels in the hand — discovery for users, dashboard for businesses.

9:41● ● ●
Search Baghdad…
All Cafés Eats Roof…
TONIGHT NEAR YOU
OPEN · 1.2km
Ridha Alwan★ 4.8
Café · Karrada
TRENDING
Beiruti Lounge★ 4.6
9:41● ● ●
HANGOUT · 4 GOING

Friday at Beiruti

Tomorrow · 9:00 PM · Mansour
YA
M
R
S
CHAT
Mariam: I'm in. Reserve for 4?
رنا: أكيد، احجزلنا طاولة برا
Sami: 🚖 picking everyone up
9:41● ● ●
B
Beiruti Lounge
BUSINESS · VERIFIED
VISITS THIS WEEK
1,284
▲ 18% vs. last week
RATING
4.6 ★
RESERVED
42 / 60
Boost weekend
Reach +3.2k more
09 · Design Tokens
11 / 12
09 — Design tokens

Drop into Flutter / RN.

Tokens exposed in three formats: JSON for cross-platform handoff, Dart for Flutter, JS for React Native.

// dlliny.tokens.json — single source of truth { "color": { "primary": "#E8B339", // saffron "secondary": "#2F6B4F", // palm "accent": "#C8482E", // sumac "surface": { "canvas": "#0B0F14", "raised": "#161E27", "overlay": "#1F2A36" }, "text": { "primary": "#FFFFFF", "body": "#EDE7D8", "muted": "#8C9AA8" }, "semantic": { "success": "#3F8A66", "warning": "#F4C967", "danger": "#C8482E", "info": "#3E7BBF" } }, "radius": { "sm": 8, "md": 14, "lg": 20, "xl": 28, "pill": 999 }, "spacing": { "1": 4, "2": 8, "3": 12, "4": 16, "5": 24, "6": 32, "7": 48 }, "font": { "latin": "IBM Plex Sans", "arabic": "IBM Plex Sans Arabic", "mono": "IBM Plex Mono" }, "size": { "xs": 12, "sm": 14, "md": 16, "lg": 20, "xl": 24, "2xl": 32, "3xl": 48 }, "motion": { "fast": "120ms ease-out", "base": "200ms ease-out", "slow": "320ms ease-out" } }
// Flutter — lib/theme/tokens.dart class DllinyColors { static const primary = Color(0xFFE8B339); static const secondary = Color(0xFF2F6B4F); static const accent = Color(0xFFC8482E); static const canvas = Color(0xFF0B0F14); static const raised = Color(0xFF161E27); static const textBody = Color(0xFFEDE7D8); }
// React Native — theme/tokens.ts export const tokens = { color: { primary: '#E8B339', secondary: '#2F6B4F' }, radius: { sm: 8, md: 14, lg: 20, xl: 28 }, space: (n) => n * 4, // 4pt grid font: { latin: 'IBMPlexSans-Regular', arabic: 'IBMPlexSansArabic-Regular' } };
Dlliny · Brand Book v1.0
12 / 12
Built in Iraq, for Iraqis.
Modern enough for the world.
صُنع في العراق · للعراقيين
info@dlliny.com · v1.0 · 2026 · 12 pages
01 / 12