The visual language
of Wise Qalam.
A complete reference for our identity — logotype, palette, typography, and the principles that hold them together.
A mark of two letters and one tradition.
Built on a 7-unit grid. The dot between W and Q honors the classical scribal mark — a fixed point of attention.
Maintain at least 1× the height of the mark on every side. Never crowd the logotype.
Digital: 24px height. Print: 8mm. Below this, use the standalone W·Q mark.
Green with enough warmth to feel alive.
Green (#5EBC67) is the heart of the system — used for primary surfaces, headlines, and the logotype. Gold appears sparingly, never as a wash. Cream and paper carry the everyday body.
One typeface. Many registers.
Three rules that govern every decision.
Restraint
Strip every page to its quietest possible form. White space is a feature, not an absence.
Precision
Grids, rhythm, and alignment are non-negotiable. The craft is in what you don't notice.
Reverence
We carry a 1,400-year tradition. The brand should feel earned, never decorative.
How we sound on the page.
- —Considered, not casual
- —Confident, never loud
- —Specific, never generic
- —Warm, never sentimental
- —Salesy or scarcity-driven
- —Mystical or performative
- —Jargon-heavy
- —Overly modern or trend-chasing