> ## Documentation Index
> Fetch the complete documentation index at: https://docs.auibsal.org/llms.txt
> Use this file to discover all available pages before exploring further.

# Brand essentials

> The rules every poster, post and document follows, from the binding Brand Book.

Everything carrying the Society's name follows the Brand Book (SAL-BRD-01, Brand and Identity v4, with the v5 Screens amendment of October 8, 2026). This page is the short version for officers; the [full Brand Book](https://github.com/auibsal/mono/blob/main/brand/BRAND-BOOK.md) and the logo files live in the repository's `brand/` folder.

## Voice

The Society sounds like a well-read friend: warm, precise and never grand.

| Do | Don't |
| - | - |
| "We would love you to join us." | "An AMAZING opportunity!!!" |
| "Tuesday, October 13, 4 PM, Room \[x]." | "Soon, somewhere on campus." |
| "A journal read blind and printed with care." | "Iraq's premier literary institution." |
| "The worst poem at AUIB wins." | Jokes at a person's expense |

* **Names.** "AUIB Society of Arts and Letters" in full on first formal use, then "the Society" or "SAL". Never "the club".
* **The journal** is the **AUIB Literary Journal** («مجلة الجامعة الأمريكية الأدبية»). "Waraq" was its working title. Side Quest is still a working title.
* **Endorsed programs** carry "a Society of Arts and Letters programme" («من برامج جمعية الفنون والآداب»), spelled as written.
* **Formats.** Dates as "Tuesday, October 13"; times as "6:00 PM"; money as "50,000 IQD".
* **American English** everywhere (program, color, organization), except text quoted from the Society's documents.
* **Arabic** is written for Arabic readers and checked by a native speaker. Never ship a translation as an afterthought.
* No emoji, no exclamation marks in headlines. Tag @auibsal and give the date on every post.

## Color

Crimson, ink and white lead; six quiet tints support them. Never add a color, and no program may add one.

| Role | Use |
| - | - |
| White | About 60% of any piece; the page itself |
| Crimson | About 22%; calls, moments, the symbol |
| Ink | About 12%; text, recruiting posts, the Nexus |
| Tints | About 6%; cards and quiet grounds |

* Never put crimson text or the crimson symbol on ink.
* At most one full-bleed crimson band per page.
* Paper (the warm off-white) belongs to the AUIB Literary Journal; elsewhere the page is white.

## Type

**Ubuntu** for the Society, **Ubuntu Arabic** for Arabic (shipped in `brand/fonts`, never substituted), **Ubuntu Mono** for document codes and form numbers (`SAL-GOV-01`, `F-14`). Arabic sits one step larger than the English beside it.

## Logos

Use the supplied files in `brand/logos`; never retype, redraw, recolor, stretch, rotate or add effects.

| Lockup | Use for |
| - | - |
| Horizontal (symbol + English) | The default |
| Bilingual (English · symbol · Arabic) | Anything public: calls, posters, certificates |
| Stacked | Square spaces, stickers, merchandise |
| Symbol alone | Avatars, favicons, stamps, once the name appears elsewhere |

Clear space is the depth of the notch on every side. Minimum: symbol 24 px on screen or 6 mm in print; horizontal lockup 45 mm wide in print. Where the AUIB logo appears it leads. The round SAL Key from v3 is retired.

## Posts and print

* **Posts (1080 × 1350):** Society name top left, symbol top right, a two- or three-word headline with a full stop, one line of Arabic at bottom right on every call, the date and @auibsal.
* **Grounds by purpose:** crimson for calls and moments, ink for recruiting, white for membership, the lightest crimson tint for regular programs.
* **Posters** A3/A4 with the symbol and a QR code at bottom right · **Term Card** A6 · **Membership cards** 85 × 55 mm · **Certificates** A4 landscape with a double crimson rule.

## Photos

Our own photos of our own people, taken with consent (Policy P5). Never shoot anyone wearing a camera-shy sticker, identifiable children, or people praying, in distress or in private moments. No stock photos of books or typewriters.


## Related topics

- [Policy Manual](/documents/policy-manual.md)
- [Roles and Staffing](/documents/roles-and-staffing.md)
- [The Constitution](/documents/constitution.md)
- [Strategic Plan 2026–2029](/documents/strategic-plan.md)


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