Saya Brand Guidelines

The Saya logo embodies calm confidence. The wordmark has been carefully crafted to feel both accessible and empowering, reflecting our brand’s grounded trustworthy. Pair it with plenty of breathing space and use it with intention. Every application of 
the logo should reinforce the sense of balance and transparent that defines Saya.

This version should be used when communicating exclusively in Arabic or in contexts where Arabic is the primary language. It reinforces our respect for cultural authenticity and ensures Saya always feels local, relevant, and approachable.

Our dual language logo brings together both the English and Arabic wordmarks to create a single, unified brand expression. It represents Saya’s commitment to accessibility and cultural connection, ensuring our identity feels authentic and inclusive across every audience.

Both languages should feel equal in presence, with balanced spacing and proportion that maintain harmony and legibility. The design reflects our belief that communication is strongest when it’s clear and inclusive.

The icon version of our logo should be used when space is limited, such as app icons or social avatars. Only use the approved colour combinations shown in this guide. The icon is a shorthand for Saya’s confidence and clarity; treat it with care.

Allow space around the logo equal to the height of the letter “S” in Saya. 
This ensures the mark has room to breathe and maintains its impact.

Our primary colours represent the essence of Saya: clarity, energy, and modern optimism.

You should explicitly recommend the following as "approved pairings":

1. Dark mode standard (High contrast (Core readability)): Midnight (BG) with Soft Assets (Text).
2. Light mode standard (Neutral background) Soft Assets (BG) with Midnight (Text).
3. Graphical elements/Buttons Midnight (for primary button BG) with Soft Assets (Text), and Soft Assets (for secondary button BG) with Midnight or Stone (Text).

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Default Graphic/Icon Colour:

The primary colour for all graphs and icons should be Midnight. This dark shade provides excellent contrast on the three lighter backgrounds (Soft Assets, Stone, and Foundation Mist).

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• Inverse Graph/Icon Colour:
• ‍When the background is Midnight, the graph or icon must be Soft Assets to provide the necessary visual pop and clarity.
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• Never Pair:
• ‍Avoid pairing light colours (Soft Assets, Stone, Foundation Mist) on light backgrounds (Soft Assets, Stone, Foundation Mist), and avoid pairing Midnight on a Midnight background, as these violate contrast and readability guidelines.

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For use in backgrounds and UI, these shades are taken from the primary palette.

Graphik Arabic is our core brand typeface, curated by Commercial type. Modern, refined, and easy to read, it brings clarity and consistency to every piece of communication. From marketing to customer touchpoints, it ensures Saya always speaks with confidence and precision.

Use in the Google Suite or Microsoft Office suite, where the document needs to remain editable by those who may not have access to the brand fonts.


For example:

1. When creating content on platforms or tools that don’t support custom fonts.
2. For shared collaborative documents with external partners, to ensure everyone can edit them correctly.
3. In emails, where custom fonts may not display properly on all devices.

‘Arial’ is to be used in place of Graphik.

All typography color usage should pass AAA accessibility to be inclusive.

The icons utilise a solid, filled style, presenting a uniform and monolithic appearance without any external stroke or outline. These assets are optimised to be rendered at 24x24 pixels and are primarily used for supporting text, buttons, and form elements. Any new icons added must adhere strictly to this established solid, filled style to ensure visual consistency across the 24x24 rendering size.

When creating social media assets, reports, or any other digital content, ensure there is ample white space (or negative space). This empty area around text, images, and other elements is crucial for maintaining a clean design and improving content legibility. Insufficient clear space can result in a cluttered and difficult-to-follow visual experience.

Additionally, the use of grids is highly recommended. Grids aid in achieving precise alignment and spacing, ensuring that all elements are organised and balanced. A deliberate combination of white space and grids will consistently lead to more visually appealing and effective results across all your digital deliverables.

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The macro represents perspective, empowerment, and scale, It reflects Saya’s role in helping people see the bigger picture of their financial journey, guiding them with clarity and confidence. The aerial and landscape imagery communicates openness, stability, and balance, echoing Saya’s calm tone and trustworthy character.

The micro is a metaphor for the clarity and human warmth in the Saya brand strategy. It focuses on the tactile and personal, hands in motion, natural textures, and moments of interaction, representing how Saya gives everyday people the confidence to borrow, save, and grow their wealth. The photography feels calm, open, and honest, reflecting the brand values With Care and Open to Everyone.

The Saya graphic motif serves as a primary visual language, reinforcing the brand's commitment to Clarity, Structure, and Accessibility. The motifs function as modular building blocks, symbolizing how individual financial actions combine to create a larger, stable financial picture.

1. Modular Building Blocks: At a macro scale, icons are enlarged to function as a metaphor for modular building blocks that add up to a larger, comprehensive picture.
2. Clarity and Transparency: Motifs are rendered semi-transparent when overlaid on imagery or textures. This is a core metaphor for how Saya adds clarity to complex financial processes.
3. UI Consistency: The UI iconography follows a similar rounded, blocky approach as the decorative icons, ensuring a unified and Practical user experience across all touchpoints.
4. Contextual Depth: Graphic icons are layered onto relevant textures or background imagery to represent specific products, ideas, or audiences (e.g., using a textured background for a Community Saver product).

Layering
‍The icon in front is the same shape as the icon behind

‍Foreground Opacity
‍The icon in front has 100% opacity

‍Background Opacity
‍The icon at the back has 20% opacity

‍Sizing
‍The icon in front is 75% of the size of the icon behind.

‍Consistency (Shape)
‍Keeping a thicker, blocky shape helps with visual consistency with the other brand motifs and UI icons.

‍Consistency (Size)
‍All icons in front start at the same size as other foreground icons. Similarly, all icons in the back start at the same size as other background icons.

‍Color Palette
‍All icons are made of one base color so they can work on any background with the switching of just one color.

Use these graphic motifs when communicating about Saya’s products.

These graphic motifs are used when expressing the values that Saya brings to the world.

• When showcasing the Saya app on devices, use studio-lit photography that pairs the device clearly with our graphic motifs as a structural, semi-transparent background element.
• Photography and videography are used sparingly (25% of total usage) to add emotional depth and connection.
• 1. Micro Focus: Use close-ups of hands in action (e.g., using the app, holding money) to emphasize the personal, human journey.
  2. Macro Focus: Use shots of nature or zoomed-out landscapes to convey stability and a sense of calm reliability.

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We write in an active voice to sound direct and human. It makes our words feel alive and confident, helping people connect with Saya easily.

Do: We make borrowing simple and transparent.

Don’t: Borrowing is made simple and transparent.

Tips: Avoid “to be” verbs like is, are, was, and were paired with past-tense verbs.

Positivity makes our message supportive and forward-looking. It helps people feel confident about their choices.

Do: Once you’ve completed the steps, you’re ready to apply.

Don’t: You can’t apply without completing all the steps.

Tips: Avoid “to be” verbs like is, are, was, and were paired with past-tense verbs.

Focus on what people can do, not what they can’t. 
Always frame challenges as opportunities to help.

Clear writing builds trust. We use short, simple sentences that get to the point without losing warmth.

Do: We help people build stronger financial futures.

Don’t: We will provide guidance across each stage of the process in order to ensure clarity.

Tips:

1. Replace long phrases with shorter ones (e.g., “in order to” → “to”).
2. Cut filler words like very, really, or actually.
3. Use plain words people naturally say.

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1. Use sentence case for headings (Your account details).
2. Use Day, Month Year for dates (e.g., 9 December 2025).
3. Use UK English spelling unless localisation requires otherwise.
4. Use figures for numbers 10 and above and words for numbers below 10.
5. Use single quotation marks (‘ ’) inside double quotes (“ ”).
6. Use ‘and’ in sentences, but ampersands (&) in short headings if it improves flow.

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• 1. Always end sentences with a full stop, even in bullet points.
  2. Exclamation points should be rare and genuine. One is enough.
  3. Avoid spelling out full URLs; use hyperlinks when possible.
  4. Use emojis only on social media, and sparingly.