Keep at least half the symbol’s width clear on every side. Keep text, edges and other marks outside this space.
Use the standalone symbol at 24px or larger. Check legibility at the final output size.
Do
Use the supplied SVG for crisp digital and print output.
Keep the original proportions and approved colors.
Use the white mark on dark, quiet backgrounds.
Avoid
Stretching, rotating or redrawing the symbol.
Adding shadows, gradients or decorative outlines to the mark.
Placing the logo over busy food photography without contrast.
Color palette
Violet, with an appetite for color.
Violet leads. Dark ink gives our words weight. White space keeps things clear. Supporting colors bring warmth to stories and illustrations.
Servd violet#4F18DB
Dark ink#20213E
White#FFFFFF
Lilac#D9C8FF
Peach#FF9B78
Mint#A7E3C4
Lead with white, ink and violet. Use lilac, peach and mint as supporting surfaces, with dark ink for readable text. Supporting colors are not status indicators.
Rubik is our core typeface, with Arabic and Latin in one family. Confident headings, friendly curves and clear body copy keep Servd familiar in both languages.
Rubik400 / 500 / 600 / 700
Good food. Great service.
أكل حلو. خدمة أحلى.
DisplayMade for good service.48–96 / 700
HeadingMade for good service.28–48 / 600
BodyMade for good service.16–18 / 400
CaptionMade for good service.14 / 400
Use 1.5–1.7 line height for body text. Align paragraphs to the reading direction. Do not add letter spacing to Arabic. Instrument Serif is a homepage display accent; Rubik carries the shared brand.
Space & shape
Room to breathe. Space to serve.
Use a 4px spacing base. Build a clear hierarchy with generous margins, rounded surfaces and fewer competing elements.
4px
8px
12px
16px
24px
32px
48px
64px
Space with purpose
Use 16–24px mobile gutters and width-capped desktop content. Keep long paragraphs comfortably readable. Stack columns when content needs more room.
Soft edges. Clear structure.
Use 12–14px corners for controls and 24–32px for larger cards and photography. Reserve violet for the primary action. Keep shadows subtle.
Photography
Real food. Real appetite.
Food photography is part of our identity. Let texture, ingredients and the craft of hospitality tell the story.
Food is the hero.Let the ingredients speak.
Choose natural light, rich texture and an honest view of the dish. Keep text off busy areas. Use photography you have permission to publish; preview images are not included in the brand kit.
Our voice
Speak like a helpful partner.
Be warm, direct and specific. Talk about what the merchant can do and what happens next. Write Arabic for the people reading it, with natural local phrasing.
Less admin. More good service.
Do
“Your orders, kitchen and payments in one place.”
“Your menu. Your brand.”
Explain the next step with clear verbs and useful context.
Avoid
Unverified numbers, guarantees or “best in the world” claims.
Technical jargon where everyday language works.
Literal translations that lose the meaning or sound unnatural.
In the world
Same Servd. Every surface.
From a social post to an app icon, use the same mark, palette and type. Keep one clear message and give the food room.
Your next great service starts here.
The food commerce platform.
A familiar face on every screen.
Use the original symbol with generous padding. Native and web products share the current landing identity.
Accessibility
Good design welcomes everyone.
Legibility and access are part of the brand. Check every surface in both languages, on small screens and with a keyboard.
Do
Meet WCAG AA contrast: 4.5:1 for normal text, 3:1 for large text.
Provide visible keyboard focus, meaningful labels and image descriptions.
Pair status colors with text or icons, and respect reduced motion.
Avoid
White text on pale supporting colors.
Small text, clipped Arabic or fixed widths that break translations.
Using color alone to explain success, errors or selected states.
Aa
White on Servd violet
8.4:1 contrast ratio. Suitable for normal text at WCAG AA and AAA.
Downloads
Ready to put Servd to work.
Original logo files and a small set of shared tokens. Use these assets when writing about Servd or building with our identity.
Kit includes violet and white SVG/PNG symbols, app icon, CSS tokens and usage notes. These assets identify Servd; do not imply a partnership or endorsement.
ServdThe food commerce platform.
