Brand kit
The identity, as it is actually implemented
This page renders from the same design tokens the site is built on, so it cannot drift from the implementation the way a written-down palette does.
Palette
Brand colours, carried forward unchanged
Earthy, natural tones inspired by the UAE's desert landscape — sandstone warmth meets modern sophistication.
- Tawasul Gold#C9A03DPrimary accent, fills, markers
- Deep Maroon#A65D3FSecondary accent
- Burgundy#7D3644Structural ink, rules, links, primary buttons
- Warm Navy#372E26Deep surfaces and punctuation sections
- Soft Sand#F7F3EDPage background
- Warm Taupe#F2EBE0Secondary surfaces
- Clay#8C8078Muted text and captions
Additions
Two corrected variants and a semantic set
Neither is a brand change. They exist because the original palette has no slot for them, and because contrast requires them.
- Gold ink#82631A
Tawasul Gold fails WCAG AA as body text on Soft Sand. Gold stays a fill; this variant carries gold-toned text.
- Clay ink#6D625B
A darkened Clay for captions that must meet AA against Soft Sand.
- Semantic set#4E6B4A
Success, warning, error and info. The brand kit has no slot for these, and forms and dashboards require them.
Typography
A bilingual system, not the system font stack
The system font stack has no coherent Arabic counterpart, so the Arabic site inherits whatever each device supplies and the two languages stop looking like one brand.
Display — Readex Pro
From potential to performance
Readex Pro carries Latin and Arabic in one family, so headings hold the same voice in both locales.
Text — IBM Plex Sans / Plex Sans Arabic
Plex Sans and Plex Sans Arabic were designed together. Arabic line-height is set independently, because Arabic needs more leading than Latin at the same optical size — reusing the Latin value is the most common bilingual typesetting error.
Data — IBM Plex Mono
190,000+ · 2026-07-20 · AED 12,500 · 10%
Tabular figures for metrics, dates and reporting periods. Numerals stay Latin in both locales so figures remain comparable across the bilingual site.
Logo
Usage rules, encoded rather than written down
| Rule | How it is applied |
|---|---|
| Clear space | At least 1× the mark's height on all sides, applied as padding inside the logo component. |
| Minimum size | Never below 32px in height on screen. |
| Don'ts | No shadows, gradients or outlines, and never on busy imagery. |
| Status | Supplied artwork The supplied artwork. The reversed version is derived from it: the mashrabiya fretwork on the burgundy and gold strokes is painted lighter rather than cut out, so it is knocked out by detecting areas lighter than their surroundings. Supply a vector master for print. |
Tone of voice
Warm yet ambitious, grounded yet forward-facing
Do
- Empowering and aspirational
- Warm and human-centred
- Culturally rooted
- Forward-looking and tech-positive
- Inclusive and bilingual-ready
- Preserves dignity and agency
Don't
- Arrogant or boastful
- Cold or corporate jargon-heavy
- Generic or culturally neutral
- Hype-driven or buzzword-heavy
- Exclusionary or English-only in mindset
- Describing participants as compliance units
Key terms
The canonical transliteration is Fursan Al Thakaa. It supersedes Fursan Al-Dhakā, which appears in earlier material. The Arabic is unambiguous either way: فرسان الذكاء.
Fursan Academy · Fursan Al Thakaa · Tawasul Maydan · Murshid Network · Tawasul Majlis · Employer Solutions · The Emirati Talent Paradox · Emiratisation · Nafis