Atlanor Brand Guidelines

01 — Story

Atlas + Nour.
Ground and light.

Atlanor is an engineering group built for the energy transition of North Africa and the Gulf. The name joins two words the region already trusts: the Atlas — the mountain range that anchors Morocco — and نور (nour), light.

The brand idea is light, engineered. Nature gives the region extraordinary sun and wind. Atlanor's job is to turn that raw light into infrastructure people can rely on.

Ground

Atlas

الأطلس

+

Light

Nour

نور

=

Group

Atlanor

أطلانور

02 — Positioning

Rigor that earns
the right to be optimistic.

For governments, industrial operators and investors in Morocco and the Gulf, Atlanor is the engineering group that turns solar, wind and green-hydrogen ambitions into delivered, measurable infrastructure — because every decision is engineered from the site data up, by teams who live in the region they build for.

P.01

Trustworthyموثوقة

We show our working. Numbers have sources, plans have owners, risks are named early.

P.02

Visionaryذات رؤية

We think in decades and corridors — Casablanca to Riyadh — not in single assets.

P.03

Preciseدقيقة

Engineering vocabulary, clean grids, exact units. Precision is a form of respect.

P.04

Humanإنسانية

Energy is for people. We name engineers, credit teams and speak plainly.

Tagline · EN

Powering the region's next light.

Tagline · FR

L'énergie de la prochaine lumière.

Tagline · AR

نصنع طاقة الغد

03 — Logo

The rising mark.

A sun disc is cut by a single Atlas ridgeline. Above the ridge: light in its natural state, a solid amber field. Below it: the same light, translated into engineered lines — solar rows, transmission, data. The main peak quietly draws the A of Atlanor.

ATLANOR

Energy · Engineeringأطلانور

Primary lockup — Latin + Arabic

Built on a 120-unit square. Disc radius 46u, ridge gap 6.5u, band gaps a constant 6u while band weight thins from 13u to 3.5u — light fading into the land.

Clear space: keep an exclusion zone of X on every side, where X equals 30% of the mark's width. Minimum size: mark 20 px / 6 mm; full lockup 140 px / 36 mm wide.

Primary · on white

Reversed · on night navy

Mono navy · on amber

Mono · single-colour print

128

64

32

20 min

04 — Colour

From night to sunrise.

The palette follows the first hour of a working day on site: deep night navy, the horizon brightening, the amber of the sun clearing the ridge. Amber is the light — use it sparingly so it keeps its meaning.

Night Navy

كحلي الليل

HEX: #0A1A2F
RGB: 10 26 47
CMYK: 100 80 40 70
Role: Primary · text · grounds

Nour Amber

كهرماني نور

HEX: #F5A524
RGB: 245 165 36
CMYK: 0 38 92 0
Role: The light · highlights

Horizon

الأفق

HEX: #16325C
RGB: 22 50 92
Role: Secondary ground

Dawn

الفجر

HEX: #E8612C
RGB: 232 97 44
Role: Accent · data

White

HEX: #FFFFFF

Chalk

HEX: #F6F4EF
Role: Warm paper

Mist

HEX: #DCE2EA
Role: Rules · grids

Steel

HEX: #8794A7
Role: Technical grey

NAVY 44% WHITE / CHALK 34% HORIZON 12% AMBER 7%

Pairing	Sample	Contrast	Use
Navy on White	Aa	17.5 : 1 · AAA	All text
White on Navy	Aa	17.5 : 1 · AAA	All text
Amber on Navy	Aa	8.6 : 1 · AAA	Headlines, figures
Navy on Amber	Aa	8.6 : 1 · AAA	Buttons, labels
White on Dawn	Aa	3.4 : 1 · AA large	Large type only (≥ 24 px)

05 — Typography

One engineered family,
two scripts.

Sora carries the voice in headlines — geometric, open, confident. The IBM Plex superfamily does the work: Plex Sans for reading, Plex Sans Arabic so Arabic and Latin share the same skeleton, Plex Mono for data, coordinates and units.

Aa

Sora

Display · 300 / 400 / 600

ABCDEFGHIJKLM 0123456789

أب

IBM Plex Sans Arabic

Arabic · 300 / 400 / 600

أ ب ت ث ج ح خ ٠١٢٣٤٥٦٧٨٩

Aa

IBM Plex Sans

Text · 400 / 500 / 600

Readable at 15–18 px on screen and 9 pt in print.

33.57°N

IBM Plex Mono

Data · labels · units

MW · kV · MWh · kg H₂

H1 · 64/68 · Sora 600Next light.الضوء القادم

H2 · 36/42 · Sora 600Engineered from the site up.هندسة تبدأ من الموقع

Body · 17/27 · Plex 400We design, build and advise on solar, wind, hydrogen and grid infrastructure.نصمم وننفذ ونقدّم الاستشارة في مشاريع الطاقة الشمسية والريحية والهيدروجين والشبكات.

Label · 12 · Mono 500 +14%Casablanca · 33.57°N 7.59°Wالدار البيضاء · الرياض

Arabic is set ~8% smaller than Latin at equal hierarchy and never letter-spaced. Use Western digits in Latin text and Eastern Arabic digits optionally in Arabic display; keep units (MW, kV) in Latin.

06 — Graphic language

Contours, bands, grids.

Three devices, each lifted from the mark. Use one per layout — they are structure, not decoration.

A · Atlas contours

Topographic ridgelines. For covers, hero backgrounds and section breaks. 1 px, 10–20% opacity on navy.

B · Light bands

The lower half of the mark, extended. For dividers, data bars and motion transitions (bands wipe in sequence).

C · Technical grid

32 px module with coordinate labels. For diagrams, maps and anything carrying data.

Iconography

Solar

Wind

Hydrogen

Grid

Storage

Advisory

24 px grid, 1.6 px stroke, round joins, no fills. Icons sit in Navy; Amber is reserved for the active state.

Data visualisation

Series order

Navy → Horizon → Steel for context; Amber highlights the one series the reader must see. Illustrative bars, no data.

Rules

Every figure states its unit and source.
Labels in Plex Mono, values in Sora.
No 3D, no gradients on data, no pie charts above 4 slices.
Projections are dashed; measured values are solid.

07 — Imagery

Wide land. Real people. First light.

Photography is shot at the edges of the day — blue hour and sunrise — when the landscape is calm and the engineering reads as part of it. People are engineers at work, photographed with respect, never posed stock smiles. No generic orientalist props, no fake skylines.

Landscape · sunrise over ridges

People · engineers on site

Detail · structure & sky

Placeholder art-direction frames. Final photography to be commissioned on location (see image-prompts.md for pre-visualisation briefs).

08 — Tone of voice

Calm, exact, warm.

We write like a senior engineer explaining a project to a minister and to a student in the same room: no jargon for its own sake, no hype, every claim backed or framed as an ambition.

We say

"Engineered from the site data up."«هندسة تنطلق من بيانات الموقع.»
"Here is what we know, and what we are still measuring."«هذا ما نعرفه، وهذا ما زلنا نقيسه.»
"Built with the people who live here."«نبني مع من يعيشون هنا.»

We avoid

"Revolutionary game-changing green solutions"
Unsourced numbers and superlatives ("the biggest", "the first")
Desert clichés and lamp-and-camel imagery

Principles

Precise — units, places, dates. Never vague.
Plain — one idea per sentence.
Optimistic — talk about what light makes possible.
Bilingual by design — Arabic is written, not translated.

EN · LinkedIn

Solar in the region is no longer a question of sunshine. It is a question of engineering: grid connection, storage, water, dust, heat. That is the work we love.

FR · Brochure

Le soleil, nous l'avons. Reste à l'ingénierie de le rendre fiable — raccordement, stockage, maintenance. C'est notre métier.

AR · Press

الشمس متوفرة، والتحدي هندسي: الربط بالشبكة، والتخزين، والصيانة. هذا هو عملنا.

09 — Do / Don't

Protect the light.

DOUse the full-colour mark on white or chalk.

DOSwitch the bands to white on navy grounds.

DOPlace on calm, dark areas of photography.

DOGo single-colour navy on amber.

DON'TRotate or tilt the horizon.

DON'TRecolour outside the palette.

DON'TStretch, skew or distort.

DON'TPlace on busy or low-contrast backgrounds.

Atlas + Nour.Ground and light.

Rigor that earnsthe right to be optimistic.