# ARTERAPIA — Brand Reference / 2026

Based on the supplied 56-page ARTERAPIA brand guidelines. Credit: Alaa Qatqat, ©2026.

Use the supplied brand artwork and exact specifications. Preserve source distinctions between brand rules, proposed formats, illustrative applications, and sample copy.

## Core / pages 3–6

Name: ARTERAPIA.
Descriptor: The Expressive Art House.
Brand expression: Anatomy of Home. This is an expression of the brand, not a replacement for its name.

Art first. Always. A home begins with a feeling.

ARTERAPIA brings art closer to everyday life by presenting original artworks alongside collectible design in lived settings. It helps people imagine how a piece could belong in their home and feel confident choosing what speaks to them.

Vision: a community where art feels approachable, collecting feels personal, and homes become expressions of the people who live in them.

Positioning: a Cairo-based, art-first platform where contemporary art meets retro furniture and collectible design. Art leads; objects and furniture provide context. Thoughtful curation and honest guidance connect discovering a piece with imagining life around it.

Audiences:
- New perspectives: first-time buyers who need clear, approachable guidance.
- A shared home: couples and homemakers expressing identity in a lived setting.
- A considered collection: collectors seeking context, thoughtful curation, and a relationship between art and design.

Creative principle: show the artwork first, then the feeling of living with it.

## Voice / pages 4, 6

Warm. Expressive. Thoughtful. Human.
Warm. Cultured. Expressive. Clear.
Premium in expression. Inclusive in attitude.

Invite people to look closer. Lead with feeling; follow with clear, useful details. Be poetic in headlines and precise in information. Describe texture, light, gesture, or emotional presence. Use short sentences and specific details, explain unfamiliar terms, and give the audience room to form an opinion.

Sample brand copy: “Discover the piece that makes a room feel like you.”

## Logos / pages 8–13

The custom wordmark is artwork. Preserve the original drawn letterforms, connections, proportions, spacing, and negative space. Do not retype it.

- Primary wordmark: introductions, stationery, website headers, and gallery communication.
- Secondary lockup: portrait and formal applications.
- Submark/emblem: supporting brand signatures.
- Arabic and bilingual versions: use the supplied artwork.
- The RA detail is shown in source context. Do not trace from a mockup.

The H-based construction diagrams are labeled a proposed usage standard. Apply the same rule at every scale; internal lockup spacing stays fixed. No numeric minimum size is specified in the guide.

Avoid stretching, compression, retyping, low contrast, busy backgrounds, new outlines, added flourishes, changed connections, shadows, and unapproved lockups.

SVG files in this website preserve existing vector paths extracted from the source PDF. Reference sheets retain complete construction diagrams.

## Primary palette / pages 15, 17, 20

Usage labels below describe roles in the source; they are not invented color names.

| Role | HEX | RGB |
| --- | --- | --- |
| Warm expression | #953215 | 149 / 50 / 21 |
| Material detail / ochre | #8C6B05 | 140 / 107 / 5 |
| Cool accent | #B1D0E8 | 177 / 208 / 232 |
| Primary cream | #FBF7D1 | 251 / 247 / 209 |
| Burgundy | #48010C | 72 / 1 / 12 |

Tints at 20%, 40%, 60%, and 80% show base color mixed with white. 100% is the original color. Core values remain unchanged.

## Secondary palette / page 16

| Source label | HEX | RGB |
| --- | --- | --- |
| Mist | #FFFBD5 | 255 / 251 / 213 |
| Olive | #20210D | 32 / 33 / 13 |
| Dark Mahogany | #48010C | 72 / 1 / 12 |
| Terracotta | #483022 | 72 / 48 / 34 |
| Ink | #21190F | 33 / 25 / 15 |
| Sage | #655A4B | 101 / 90 / 75 |

Use for supporting surfaces, editorial sections, and contextual imagery. Mist differs from primary cream. The repeated Sage swatch is listed once.

## Color combinations / pages 17, 20

- Core signature: #48010C / #FBF7D1.
- Light background: #FBF7D1 / #48010C.
- Cool accent: #B1D0E8 / #48010C.
- Warm expression: #953215 / #FBF7D1.
- Material detail: #8C6B05 / #FBF7D1.
- Secondary pairing: #20210D / #FBF7D1.

Begin with cream and burgundy; introduce one accent intentionally. Keep long text on solid, high-contrast backgrounds. Check text contrast in the finished interface.

Source distinction: some packaging and stationery pages label cream #FAF7D1, while the core palette and combination pages specify #FBF7D1. The website uses the core value and preserves source application pages unchanged. Confirm the intended value in print artwork.

## Gradients, finishes, and color production / pages 18–20, 45

Use supplied gradients for backgrounds and campaign graphics. Preserve original colors and direction. Keep artwork prominent and text easy to read. Use solid colors for small text.

Golden gradient: premium accents, emblems, and packaging details. This is a digital effect. For print, specify gold foil or metallic ink separately.

HEX defines screen color. Metallic finishes require physical samples; no universal CMYK or foil equivalent is specified.

## Typography / pages 22–25

- Greats: accent font for short headlines, quotes, and featured words on posters, invitations, and campaigns. Use sparingly.
- Boska: hero headline family. Source specimens show Black, Medium, Regular, and Extralight.
- Montserrat: body, practical information, and hierarchy.
- VEXA: Arabic typography.

Recommended starting hierarchy:
- Section title: Boska Regular.
- Subheading: Montserrat Semibold.
- Body: Montserrat Regular.
- Caption: Montserrat Medium.

Use sentence case for expressive headlines. Keep body copy left aligned with comfortable line spacing. Uppercase labels should be brief and lightly spaced.

The website uses complete Boska and Montserrat webfonts from their publishers. Greats and VEXA are preserved as source specimens. Do not treat embedded PDF font subsets as complete redistributable font packages.

## Elements / pages 27–29

Sculptural forms. Clear meaning.

Use the supplied brand, digital/online, and gallery/offline symbols consistently. Digital controls support browsing, collecting, viewing in a room, sharing, and downloading. Gallery symbols cover information, visitor services, access, and care.

## Patterns / pages 30–33

Primary pattern: derived from a distinctive part of the custom A, mirrored and connected into a continuous composition. Use as a border, lining, wrap, or quiet background.

Use the original repeat tile. Scale proportionally, preserve joins and repeat alignment, and do not stretch the motif or create new versions from photographs. Keep logos and small text on a clear, solid field.

Secondary fine-line pattern: use subtly on packaging, stationery, and background details, keeping artwork and logos prominent. Preserve proportions and use brand colors.

Reference sheets preserve source artwork; do not assume an entire presentation sheet is a seamless production tile.

## Packaging / pages 35–39

Layer the experience: outer signature, tactile wrap, then the object. Use patterns to frame the reveal and keep one brand mark prominent.

Shopping bag: center the wordmark above establishment details; use a tonal emblem as a quiet focal point. Set Anatomy of Home and the gallery descriptor below the emblem. Burgundy on cream.

Tote: center the wordmark on the upper front panel and place the emblem on the same vertical center line. Use #8C6B05 on natural cream. Keep handles, seams, and reinforcement free of print.

Bag and tote proportions are illustrative, not dielines.

Swing tag: proposed size 60 × 100 mm; punch hole Ø 4.4 mm; hole center 7 mm from the top. Keep essential print 5 mm from edges and clear of the hole. Use the reverse for object details. Confirm stock and hole with the supplier. Trim size is shown; bleed is not included.

## Stationery / pages 41–44

Cream stock, a restrained signature, and one considered pattern detail. Keep information legible and give practical details a clear reading order.

- Letterhead: A4, 210 × 297 mm; text margin 20 mm.
- Business cards: 90 × 50 mm, landscape; 5 mm safe area; 3 mm bleed for print production.
- Envelope and folder: illustrative applications.

Use consistent logo placement and generous clear space. Core pairing: burgundy and cream. Use pattern along edges and small fields.

## Production / page 45

Digital: preserve SVG/vector PDF logo masters; export transparent PNG at required size; keep imagery in sRGB.

Print: preserve vectors, agree bleed and safe areas with the printer, convert color using the agreed press profile, and approve a physical proof.

Foil/embossing: prepare a separate single-color vector plate. Confirm minimum line width and relief depth with the fabricator.

## Imagery / pages 47–48

Capture the feeling of discovering art in a lived space. Paintings, sculptures, and collectible objects lead; furniture provides context.

Warm amber light, rich burgundy shadows, intimate crops, gentle glow, subtle grain, soft motion blur, and selective focus create a nostalgic, cinematic gallery atmosphere. Wide views show art within a setting; close-ups reveal its character.

Use atmospheric blur for campaigns and storytelling. Artwork listings, certificates, and condition details require sharp, accurately colored photography. Avoid heavy filters, excessive glow, and distortion that obscures the work.

## Online / pages 50–53

Story sequence: Artwork → Detail → Perspective → Invitation. Introduce one work, move closer, show its setting, then invite discovery. Keep artwork visible and copy brief.

Online gallery: strong artwork or gallery image, a short headline, and one clear action. Maintain typography hierarchy in artwork details, artist information, and contact pages. Use generous spacing and readable labels. Place the wordmark on a solid header field when image contrast varies.

Instagram handle: @arterapia.cairo.
Avatar: cream emblem on burgundy.
Bio: what we curate, where we are, and how to visit.

Highlights: Art, Objects, Gallery, Stories, Visit, Artists, Exhibitions, New Arrivals, Events, Collections.

Gallery scenes and translucent panels are mockup styling. Apply identity to avatar, highlights, and published content. Follower and post counts are examples, not brand rules.

## Campaigns / page 55

One identity, three complementary panels:
1. Wordmark: recognition at distance, generous space, clear contrast.
2. Hero artwork: art leads; color and light carry the mood.
3. Emblem and setting: a quiet signature; objects support the art-house story.

Keep mark proportions intact, give each panel one role, preserve quiet space, and use warm directional light with expressive shadows. For a standalone ad, pair one brand mark with one image.