ARTERAPIA — Brand Guidelines 2026

01 / Core

A home begins
with a feeling.

ARTERAPIA exists to bring art closer to everyday life.

Art first.
Always.

By presenting original artworks alongside collectible design in lived settings, we help people imagine how a piece could belong in their home and feel confident choosing what speaks to them.

Our vision is to build a community where art feels approachable, collecting feels personal, and homes become expressions of the people who live in them.

The Expressive Art House

“Anatomy of Home” is an expression of the brand, not a replacement for its name.

Art presented in a warmly lit gallery setting

Positioning

Make art feel personal.

A Cairo-based, art-first platform where contemporary art meets retro furniture and collectible design. Art leads the experience; objects and furniture provide the context that helps people see its possibilities. Thoughtful curation and honest guidance connect discovering a piece with imagining life around it.

01 / New perspectives

Welcome first-time buyers with clear, approachable guidance. Explain the work without making art feel exclusive.

02 / A shared home

Help couples and homemakers see how a work can express their identity within a lived setting.

03 / A considered collection

Offer collectors context, thoughtful curation, and a distinctive relationship between art and design.

Voice & language

An invitation
to look closer.

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

Lead with feeling.

Invite people to look closer. Describe a work’s texture, light, gesture, or emotional presence.

Follow with clarity.

Use short sentences and specific details. Explain unfamiliar terms and give the audience room to form an opinion.

Keep it human.

Poetic in headlines. Precise in information. Offer honest guidance that makes art feel approachable.

“Discover the piece that makes
a room feel like you.”

Sample brand copy / from the guidelines

02 / Logo system

One house.
Distinct signatures.

The wordmark is artwork. Preserve the drawn letterforms, connections, spacing, and proportions.

Primary / Custom wordmark

Lead with the full name on introductions, stationery, website headers, and gallery communication.

Burgundy SVG ↓Cream SVG ↓

Submark / Emblem

A supporting brand signature, preserved as drawn.

Burgundy SVG ↓Cream SVG ↓

Arabic / Custom wordmark

Use the supplied Arabic artwork without retyping or altering the spacing.

Burgundy SVG ↓Cream SVG ↓

SVGs preserve the original vector paths extracted from the supplied PDF. Construction diagrams and the secondary lockup remain available as source sheets below.

Primary, secondary, and submark arrangements

Arabic wordmark / construction reference

Bilingual arrangement / source reference

Logo integrity / keep the character intact

Space is part of the signature.

The guide’s H-based construction is a proposed usage standard. Apply the same rule at every scale; internal lockup spacing remains fixed. No numeric minimum size is specified.

Use with care.

Never stretch, compress, retype, or redraw the wordmark.
Avoid low contrast and visually busy backgrounds.
Do not add outlines, flourishes, changed connections, shadows, or unapproved lockups.

Download construction sheets ↓

03 / Color system

A quieter setting
for expression.

Begin with cream and burgundy. Introduce one accent at a time, and let the artwork retain the strongest presence.

Primary Secondary Combinations Gradients & finishes

Primary palette / Click a swatch to copy

Labels for the first three colors describe their usage roles in the source. Screen color follows the exact supplied HEX values.

Timeless Gallery Tones

Depth, balance, atmosphere.

Supporting surfaces, editorial sections, and contextual imagery. Mist differs from the primary cream; Dark Mahogany shares the core burgundy value.

Tints

Quieter fields.
The same character.

20%, 40%, 60%, and 80% represent the base color mixed with white. The 100% swatch is the original color. Use derived tints for backgrounds and supporting details.

Source tint system / base colors remain unchanged

Color combinations

A consistent frame for art.

Core signature

Art lives
with you.

#48010C / #FBF7D1

Light background

Art lives
with you.

#FBF7D1 / #48010C

Cool accent

Art lives
with you.

#B1D0E8 / #48010C

Warm expression

Art lives
with you.

#953215 / #FBF7D1

Material detail

Art lives
with you.

#8C6B05 / #FBF7D1

Secondary palette

Art lives
with you.

#20210D / #FBF7D1

Source pairings are preserved. Use solid, high-contrast backgrounds for long text and check contrast in the finished interface.

Special finishes & effects

Color in transition.

Campaign backgrounds / Preserve original colors and direction.

Download brand gradient ↓

Golden gradient for premium accents and packaging details — Golden gradient / Emblems, premium accents, and packaging details.

Keep artwork prominent and text easy to read. Use solid colors for small text.
Digital gold is an effect. For print, specify gold foil or metallic ink separately.
HEX defines screen color. Metallic finishes require physical samples; there is no universal CMYK or foil equivalent.

Color notes across the guide

The core palette and combination pages specify cream #FBF7D1. Some packaging and stationery pages label cream #FAF7D1. This website uses the declared core value and preserves those application pages as supplied; confirm the intended application value in the print artwork.

04 / Typography

A voice with
character and clarity.

Boska for hero headlines. Montserrat for practical reading. Greats as a selective accent. VEXA for Arabic.

Hero / BoskaRegular · Medium · Black · Extralight

A home begins
with a feeling.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
0123456789 &!?()

Font source ↗

Body / MontserratRegular · Medium · Semibold

A considered frame for every conversation. Keep body copy left aligned, with comfortable line spacing and clear, useful details.

Section titleBoska Regular

SubheadingMontserrat Semibold

BodyMontserrat Regular

CaptionMontserrat Medium

Font source ↗

Use Greats sparingly for short headlines, quotes, and featured words on posters, invitations, and campaigns. Keep paragraphs, captions, and practical information in Montserrat. Use sentence case for expressive headlines; uppercase labels should be brief and lightly spaced.

Boska and Montserrat are active on this website. Greats and VEXA are shown faithfully in their source specimens; font software is not included in the PDF.

Download type specimens ↓

05 / Elements

Sculptural forms.
Clear meaning.

One shared character across digital interfaces, gallery wayfinding, and wordmark-derived patterns.

Brand symbols / Shared character

One visual language

From the screen
to the gallery.

Use the supplied symbols consistently. Digital controls cover browsing, collecting, sharing, and viewing art in a room. Gallery symbols support information, access, visitor services, and care.

Download icon reference sheets ↓

Patterns

The identity,
repeated.

Derived from the custom A: mirrored and connected into a continuous composition.

Use as a border, lining, wrap, or quiet background. Scale proportionally and preserve the original repeat.
Keep joins seamless. Do not stretch the motif or create new versions from a photograph.
Leave a clear, solid field around logos and small text.
Use the secondary fine-line pattern subtly on packaging, stationery, and background details.

Download pattern reference sheets ↓

06 / Packaging & applications

Carry the house
with you.

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

Tactile ARTERAPIA wrapping and branded packaging

Shopping bag

Center the wordmark above the establishment details. Use a tonal emblem as a quiet focal point, with the expression and gallery descriptor beneath. Burgundy on cream.

Tote bag

Center the wordmark across the upper panel and align the emblem beneath it. Use ochre #8C6B05 on natural cream. Keep handles, seams, and reinforcement free of print.

Swing tag / Proposed format

60 × 100 mm. Ø 4.4 mm punch hole; center 7 mm from the top. Keep essential print 5 mm from edges and clear of the hole. Confirm stock and hole with the supplier.

Bag and tote proportions are illustrative, not production dielines. The swing-tag size is proposed; bleed is not included.

Download packaging sheets ↓

07 / Stationery

A considered frame
for every exchange.

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

ARTERAPIA invitation and print application

Letterhead

A4 · 210 × 297 mm. Text margin: 20 mm. Use consistent logo placement and generous clear space.

Business cards

90 × 50 mm · Landscape. Keep text inside a 5 mm safe area and add 3 mm bleed for print production.

Envelope & folder

Use the pattern as an accent along edges and small fields. Keep burgundy and cream as the core pairing. Envelope and folder views are illustrative applications.

Download stationery sheets ↓

Production

From screen
to surface.

Protect the details at delivery.

Digital / Keep masters sharp

Use supplied SVG or vector PDF for logos. Export transparent PNGs at the required size. Keep images in sRGB for digital use.

Print / Proof the material

Keep logos as vectors. Set bleed and safe areas with the printer. Convert color using the agreed press profile and approve a physical proof.

Finish / Make texture intentional

For foil or embossing, prepare a separate single-color vector plate. Confirm minimum line width and relief depth with the fabricator.

08 / Imagery

The feeling
of discovery.

Artworks and collectible objects lead the composition. Furniture provides context. Warmth, rich shadows, and intimate crops build the art-house atmosphere.

Expressive artwork in warm gallery light

Collectible objects and expressive canvas in an amber gallery

Painted ceramic detail in a lived setting

Atmosphere with intention.

Amber lighting, deep burgundy shadows, soft motion blur, gentle glow, subtle grain, and selective focus create a nostalgic, cinematic atmosphere. Wide shots show art in a lived setting; close-ups reveal its character.

Know when to stay sharp.

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

09 / Online & campaigns

The gallery,
before the visit.

Artwork. Detail. Perspective. Invitation. Build a sequence around one work, then invite discovery.

Social storytelling

The expressive archive,
in motion.

Introduce the artwork, move closer, show its setting, then invite discovery. Keep the work visible and supporting copy brief.

For the online gallery, begin with a strong artwork or gallery image, a short headline, and one clear action. Carry the typography hierarchy into artwork details, artist information, and contact pages.

Use a solid header field for the wordmark when image contrast varies.

Instagram highlights / Ten source covers

Instagram / @arterapia.cairo

Introduce the art.
Show how it lives.

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

Download digital reference sheets ↓

Campaign applications

One identity.
Three complementary panels.

Recognition at distance. Art as the hero. A quiet signature.

01 / Wordmark

Generous space and clear contrast. Keep the logo proportions intact.

02 / Hero artwork

Art leads the campaign. Color, directional light, and expressive shadows carry the mood.

03 / Emblem & setting

Objects support the art-house story. For standalone advertising, pair one brand mark with one image.

Advertising layout / Panel roles and source applications

Source archive

A guide
to the house.

Browse all 56 pages of the supplied 2026 guidelines. Every preview opens a larger page view with previous and next controls.

Browse a chapter56 pages

10 / Downloads

The essentials,
all together.

The complete guide, extracted vector signatures, and reference sheets for the identity’s applications.

Complete brand guidelines / 2026

56 pages · Web-optimized PDF · Full visible content preserved

Download ↓

Identity reference pack

SVG signatures, source sheets, and brand reference text

Download ↓

Custom wordmark

SVG · Original PDF vector paths · Burgundy

Download ↓

Emblem

SVG · Original PDF vector paths · Burgundy

Download ↓

Arabic wordmark

SVG · Original PDF vector paths · Burgundy

Download ↓

Logo construction & integrity

PDF · Arrangements, Arabic versions, and usage

Download ↓

Typography specimens

PDF · Greats, Boska, Montserrat, VEXA

Download ↓

Iconography

PDF · Brand, digital, and gallery symbol sheets

Download ↓

Patterns

PDF · Construction, source artwork, and usage

Download ↓

Packaging

PDF · Wrap, ribbon, bags, tote, and swing tag

Download ↓

Stationery

PDF · Invitation, letterhead, cards, envelope, and folder

Download ↓

Digital expression

PDF · Stories, online gallery, highlights, and profile

Download ↓

Reference sheets preserve the supplied layouts. Bag proportions, proposed measurements, and mockups retain their original status in the guide; they are not fabrication dielines.

A home beginswith a feeling.

Make art feel personal.

01 / New perspectives

02 / A shared home

03 / A considered collection

An invitationto look closer.

Lead with feeling.

Follow with clarity.

Keep it human.

One house.Distinct signatures.

Space is part of the signature.

Use with care.

A quieter settingfor expression.

Depth, balance, atmosphere.

Quieter fields.The same character.

A consistent frame for art.

Color in transition.

A voice withcharacter and clarity.

Sculptural forms.Clear meaning.

From the screento the gallery.

The identity,repeated.

Carry the housewith you.

Shopping bag

Tote bag

Swing tag / Proposed format

A considered framefor every exchange.

Letterhead

Business cards

Envelope & folder

From screento surface.

Digital / Keep masters sharp

Print / Proof the material

Finish / Make texture intentional

The feelingof discovery.

Atmosphere with intention.

Know when to stay sharp.

The gallery,before the visit.

The expressive archive,in motion.

Introduce the art.Show how it lives.

One identity.Three complementary panels.

01 / Wordmark

02 / Hero artwork

03 / Emblem & setting

A guideto the house.

The essentials,all together.

Complete brand guidelines / 2026

Identity reference pack

Custom wordmark

Emblem

Arabic wordmark

Logo construction & integrity

Typography specimens

Iconography

Patterns

Packaging

Stationery

Digital expression

Create withthe house in mind.

A home begins
with a feeling.

An invitation
to look closer.

One house.
Distinct signatures.

A quieter setting
for expression.

Quieter fields.
The same character.

A voice with
character and clarity.

Sculptural forms.
Clear meaning.

From the screen
to the gallery.

The identity,
repeated.

Carry the house
with you.

A considered frame
for every exchange.

From screen
to surface.

The feeling
of discovery.

The gallery,
before the visit.

The expressive archive,
in motion.

Introduce the art.
Show how it lives.

One identity.
Three complementary panels.

A guide
to the house.

The essentials,
all together.

Create with
the house in mind.