Brand & Color System · v1
A modern, developer-first trading API for the Egyptian Exchange — built to scale into a multi-asset platform. Six colorways, a type system, a logo direction, and a live sample UI you can re-theme below.
My assumptions and the system I'm proposing, so you can redirect me before I go deep. Treat this as the brief talking back to you.
The site sells to developers first, brokerages second. That means the brand has to read as infrastructure you'd trust with money — calm, precise, fast — while staying warm enough for indie quants and retail dashboards. Clean docs energy over flashy.
Warm sand neutrals, Nile teal/lapis, and a single gold accent give an unmistakable place without pyramids-and-hieroglyphs cliché. The warmth is in the off-whites and near-blacks, so it survives in pure-fintech contexts too.
For a trading product, gain/loss colors are functional, not decorative. I kept them slightly desaturated and color-blind-leaning (emerald + terracotta, not neon) and never reused them as brand accents, so a red number always means one thing.
Every palette below is the same set of roles — bg, surface, border, text, primary, accent, up, down — in light and dark. The sample UI is driven entirely by those tokens, so picking a direction is a one-line change, not a redesign.
A grotesk for confidence, a workhorse for reading, a mono for data. No Inter, no Roboto — distinct but neutral enough to disappear behind the numbers.
Display / UI — Schibsted Grotesk
Trade the Nile.
Order routing, market data & portfolio APIs.
Use: headlines, nav, buttons, big numbers. Tight tracking at large sizes (−2 to −3%).
Body — Hanken Grotesk
Place, replace, and cancel orders against the Egyptian Exchange with a single REST call. Stream live quotes over WebSocket, reconcile fills, and build whatever sits on top — a screener, a robo-advisor, a brokerage.
Data & code — JetBrains Mono
Tabular numeralseverywhere money moves — prices align, digits don't jitter on tick.
A mark built from four bars of rising height — at once a candlestick chart and a row of temple columns. Ownable, scales to a favicon, and reads instantly as "markets." (Concept — refine in vector.)
From the safest on-brief direction to the most exploratory. Hover any ramp to read its hex. Every one ships light + dark; the strips below show both.
Nile teal + gold on warm sand. The safe, on-brief default.
Deep lapis blue with gold — heritage, institutional weight.
Gold-primary, dark-first. Premium trading-desk terminal.
Fresh teal-green primary. Friendly, retail-dashboard energy.
Warm terracotta primary, teal counter. Bold, distinctly Egyptian.
Indigo-violet, developer-native, with a small gold nod. The outlier.
The same product — marketing hero, code, and a trading dashboard — re-themed by your selection. This is how each colorway actually behaves in the wild.
Live · EGX market hours
One REST & WebSocket interface for equities today, multi-asset tomorrow. Paper-trade in minutes, go live when you're ready.