How Mori looks, sounds and feels.
A short guide for partners, press and anyone who wants to show Mori well.
A square and two arches.
The mark is a square and two arches, always set with the lowercase “mori” wordmark. Keep clear space equal to the height of the square, and never stretch, outline or recolour it.
A bubble with ear tufts.
Maggy is Mori’s pet assistant. Her mark is a friendly speech bubble with two ear tufts on the signature gradient. Use it only for Maggy (the assistant, her answers and her page), never as the Mori logo, and keep Mori’s own mark and wordmark for the brand itself. Don’t recolour, stretch or add outlines, and keep clear space equal to one ear tuft.
Warm paper, soft gradients.
Mori sits on warm paper. The signature gradient runs blue to teal to lime.
#F8F6F2Backgrounds
#2B2926Text
#34322FButtons, dark panels
#6F6A63Secondary text
#A7B7C9Gradient
#95B7BEGradient
#D8F888Gradient, accents
#F4C29EWarm cards
#E07FA0Illustration
#EDCB5EIllustration
#6FBF8ESuccess
#E4E0D8Dividers
Three typefaces, each with a job.
Newsreader Light
AaHeadlines and big statements. Weight 300.
Inter Tight
AaBody text, forms and the wordmark.
DM Mono
AaButtons, labels, numbers and badges.
Hand-inked, breed by breed.
Flat, soft fills with a three-pixel charcoal line for features and a gentle wobble on the edges. Animals should look like the real animal: a Labrador, a Siamese, a saker falcon. Never use stock clip-art.
Calm, warm, plain.
We sound like
- A knowledgeable friend
- Short, plain sentences
- Specific to the UAE
- Honest about what we don’t know
We never sound like
- A vet giving a diagnosis
- An alarm or a lecture
- Hype or exclamation marks
- Cute for its own sake
Mori for iPhone and Android is on its way.
Be first in line. In the meantime, Mori already works in your phone’s browser: add it to your Home Screen and you’re set.
One email when Mori is on the App Store and Google Play. No spam. Privacy