---
title: GINI Brand Guide
brand: GINI
locale: en-US
version: 1.6
updated: 2026-04
primary_color: #F05D25
font_family: Rubik
canonical: https://gini.iq/en/brand
json_manifest: https://gini.iq/en/brand.json
---

# GINI Brand Guide

> **GINI** — The Iraqi gateway to global brands.

GINI is an Iraqi digital commerce platform founded in 2023 to serve as the primary gateway between Iraqi shoppers and the world's leading brands. The platform operates a curated assortment of authentic products backed by official warranty and after-sales service, powered by a network of strategic local partners across payments, delivery, and logistics. Headquartered in Baghdad, GINI serves customers across every Iraqi province.

This page is the authoritative source for everything about representing GINI visually and verbally. For programmatic use, the JSON manifest lives at: `https://gini.iq/en/brand.json`.

## About

- **Legal name:** GINI
- **Localised name:** GINI (جنّي)
- **Headquarters:** Baghdad, Iraq
- **Founded:** 2023
- **Industry:** E-commerce & platform services
- **Website:** https://gini.iq
- **Press:** info@gini.iq

## Identity

### Principles

#### Mission — We close the gap between Iraqi shoppers and the world's best brands.

We build the digital + logistics infrastructure that makes access to genuine products an everyday, effortless experience — with warranty, after-sales service, and a fair price.

#### Vision — To become the default digital storefront for Iraq.

A platform every shopper trusts, every merchant relies on, and every brand recognises as the shortest path into the Iraqi market.

#### Positioning — The Iraqi gateway to global brands.

Not a generic marketplace, not a single store. We're the curated bridge — a considered assortment, a unified experience, and a local team behind every order.

#### Promise — Authentic and local, with no compromise.

Every product authentic. Every service in Arabic. Every promise backed by a warranty. That's the floor, not the ceiling, of what the GINI name means.

### What we are

- Close to the Iraqi shopper
- Clear about our promises
- Accountable after the sale
- Mature in our design

### What we are not

- An open, unvetted marketplace
- Loud in our messaging
- Absent after checkout
- A copy of anyone else

## Visual system

### Colour palette

| ID | Name | HEX | RGB | CMYK | Pantone | Role |
|---|---|---|---|---|---|---|
| `gini-orange` | GINI Orange | `#F05D25` | `rgb(240, 93, 37)` | `0, 70, 95, 0` | PANTONE 1655 C | Primary brand colour — logo, buttons, interactive elements. |
| `gini-ember` | Ember | `#D94E1A` | `rgb(217, 78, 26)` | `0, 76, 99, 10` | PANTONE 1665 C | Darker shade for hover states and type on light fills. |
| `gini-ink` | Night Ink | `#1A1A1A` | `rgb(26, 26, 26)` | `0, 0, 0, 90` | — | Primary text and headlines on light surfaces. |
| `gini-cream` | Warm Cream | `#FBF6F0` | `rgb(251, 246, 240)` | `0, 2, 4, 2` | — | Primary surface across the site and marketing material. |
| `gini-sand` | Quiet Sand | `#EFE6DB` | `rgb(239, 230, 219)` | `0, 4, 8, 6` | — | Secondary surfaces for cards and section dividers. |

### Accessibility

| Foreground | Background | Ratio | WCAG | Use |
|---|---|---|---|---|
| `#1A1A1A` | `#FBF6F0` | 16.4 : 1 | AAA | Default pairing for long-form body copy. |
| `#1A1A1A` | `#EFE6DB` | 14.5 : 1 | AAA | Copy set on sand-toned cards. |
| `#FFFFFF` | `#F05D25` | 3.6 : 1 | AA | Large headings and buttons only (18px+). Avoid body copy. |
| `#D94E1A` | `#FBF6F0` | 5.1 : 1 | AA | Use the Ember shade when setting coloured text on cream. |
| `#FFFFFF` | `#1A1A1A` | 17.3 : 1 | AAA | Dark mode for product pages and video thumbnails. |
| `#FBF6F0` | `#1A1A1A` | 15.9 : 1 | AAA | Warm accent on dark surfaces. |

## Typography

### Font family

- **Primary:** Rubik (Sans-serif)
- **Weights:** 400, 500, 700, 800
- **Specimen:** https://fonts.google.com/specimen/Rubik
- **Fallback:** `Rubik, ui-sans-serif, system-ui, -apple-system, "Segoe UI", "Helvetica Neue", Arial, "Noto Sans Arabic", "Noto Sans", sans-serif`

### Type scale

| Token | Size | Weight | Line-height | Usage |
|---|---|---|---|---|
| **Display** | 32–48 / 1.15 | 800 | 115% | Hero titles on marketing pages and campaigns. |
| **Heading** | 36–48 / 1.15 | 700 | 115% | Section titles within pages. |
| **Subheading** | 20–24 / 1.25 | 600 | 125% | Card titles and mid-level components. |
| **Body** | 16–18 / 1.6 | 400 | 160% | Paragraphs and general reading copy. |
| **Caption** | 12–14 / 1.4 | 600 | tracked 0.18em | Section labels and small eyebrow tags. |

## Logo

- **Download (SVG):** https://gini.iq/logo.svg

### Variants

- **Primary wordmark** — Default use on light surfaces — marketing and print material.
  - background: `light`, mode: `color`, SVG: https://gini.iq/brand/gini-logo-black.svg
- **On cream surface** — The default surface across the website and official collateral.
  - background: `cream`, mode: `color`, SVG: https://gini.iq/brand/gini-logo-black.svg
- **On brand fill** — For campaigns and high-emphasis collateral — we use the all-white wordmark (no orange accent) so the brand colour doesn't repeat on top of itself.
  - background: `brand`, mode: `mono`, SVG: https://gini.iq/brand/gini-wordmark-mono-white.svg
- **On dark surface** — Video thumbnails and dark-mode collateral.
  - background: `dark`, mode: `white`, SVG: https://gini.iq/brand/gini-logo-white.svg
- **One-colour — on pure white** — For one-colour print, or whenever surrounding colours might clash with GINI Orange.
  - background: `pure-white`, mode: `mono`, SVG: https://gini.iq/brand/gini-wordmark-mono-black.svg
- **One-colour — on pure black** — Pure black surfaces — or any loud colour that would fight the brand orange.
  - background: `pure-black`, mode: `mono`, SVG: https://gini.iq/brand/gini-wordmark-mono-white.svg
- **Monogram** — The condensed GINI mark — watermarks, avatars, and square icons on light surfaces.
  - background: `cream`, mode: `monogram`, SVG: https://gini.iq/brand/gini-monogram-black.svg
- **Monogram on brand fill** — Preferred treatment for the app icon and social avatars — we use the all-white monogram (no orange accent) so the brand colour doesn't repeat on top of itself.
  - background: `brand`, mode: `mono`, SVG: https://gini.iq/brand/gini-monogram-mono-white.svg
- **Monogram — one-colour on pure white** — Single-ink G on pure white — and any surface where the orange accent would clash.
  - background: `pure-white`, mode: `mono`, SVG: https://gini.iq/brand/gini-monogram-mono-black.svg
- **Monogram — one-colour on pure black** — Single-ink G on pure black — and any saturated colour that would fight the brand orange.
  - background: `pure-black`, mode: `mono`, SVG: https://gini.iq/brand/gini-monogram-mono-white.svg

### Anatomy

- **Clear space (= 1× G)** — Maintain a clear space equal to the G-height on every side.
- **Min. digital size (24 px)** — Smallest on-screen width where the wordmark stays legible.
- **Min. print size (16 mm)** — Any printed medium: cards, envelopes, signage.
- **Aspect ratio (≈ 3.1 : 1)** — Don't alter the ratio — no stretching or squashing.

### Do

- Keep a clear space around the mark equal to the height of the G at minimum.
- Don't render the logo narrower than 24px on screen or 16mm in print.
- Only use the original orange or the white knocked-out version.
- On any orange surface — or any tint of it — use only the white version of the logo.
- Verify background contrast before exporting — check the accessibility table.

### Don't

- Don't rotate or change the orientation of the logo.
- Never place the black or full-colour logo on an orange surface.
- Don't replace the colours with anything outside the official palette.
- Don't stretch or squash the logo — preserve its native proportions.
- Don't add strokes, shadows, or any effects around the logo.

## Voice & tone

- **Warm** — We speak in plain language — close to our customers, true to the local culture.
- **Confident** — We make promises we keep, and are honest about what we do and don't know.
- **Sharp** — Short sentences, clear ideas. Every word earns its place.
- **Optimistic** — We see the opportunity before the obstacle, and build tools that unlock the next step.

### Writing examples

**Say:** Shop the best brands. Warrantied, at a fair price.

**Don't say:** ~~The leading platform delivering an unparalleled shopping experience.~~

> **Why:** State the action, not the claim. Specific phrasing beats generic superlatives.

**Say:** We couldn't complete the payment. Try another card or contact us.

**Don't say:** ~~An error occurred while processing your request. Please try again later.~~

> **Why:** Explain what happened, then offer the next step. Never leave the customer in limbo.

## Press

### Boilerplate

> GINI is an Iraqi digital commerce platform founded in 2023 to serve as the primary gateway between Iraqi shoppers and the world's leading brands. The platform operates a curated assortment of authentic products backed by official warranty and after-sales service, powered by a network of strategic local partners across payments, delivery, and logistics. Headquartered in Baghdad, GINI serves customers across every Iraqi province.

### Fact sheet

- **Legal name:** GINI
- **Founded:** 2023
- **Headquarters:** Baghdad, Iraq
- **Industry:** E-commerce & platform services
- **Website:** gini.iq
- **Press contact:** info@gini.iq

**Contact:** `info@gini.iq`

## FAQ

### Can I use the GINI logo in an article or video about the company?

Yes. Editorial use (press, blogs, news) is permitted without prior approval, provided the logo is used as shown here — original proportions and colours.

### I'd like to do a co-branded piece with GINI — what's the next step?

Email info@gini.iq with project details and a timeline. We usually respond within 24 hours with additional guidelines and co-branding assets.

### Can I recolour the logo to match my own identity?

No. Only the official colours (GINI Orange or the white version) are permitted. Any recolouring is considered brand misuse.

### Do you have high-resolution press photos?

Yes. Email info@gini.iq and we'll send a curated pack including product shots, team imagery, and HQ photography.

### Are 'GINI' and the GINI wordmark registered trademarks?

Yes, both are trademarks owned by GINI. Avoid using either for similar product or company names that could create confusion.

## Usage terms

GINI brand assets on this page are available for editorial use (press, news, reviews) and approved partnerships. Do not alter the logo, its colours, or its proportions.

**Permitted:**
- `editorial-use`
- `news-coverage`
- `product-reviews`
- `partner-marketing`
- `conference-presentations`

**Restricted:**
- `logo-modification`
- `colour-substitution`
- `stretching-or-distortion`
- `outlines-shadows-effects`
- `merchandise-without-permission`
- `confusingly-similar-marks`

For exceptions or formal partnerships, contact `info@gini.iq`.

## Version

**1.6** — 2026-04

### Changelog

- **v1.6** (2026-04) — One-colour monogram (G-mark, no orange accent).
- **v1.5** (2026-04) — One-colour wordmark — black and white.
- **v1.4** (2026-04) — Official logo files and trademark section.
- **v1.3** (2026-04) — Refinements to logo cards, pattern surfaces, and the hero.
- **v1.2** (2026-04) — Expanded guide: foundation, anatomy, accessibility, FAQ.
- **v1.1** (2026-03) — Dark-surface logo variant and Pantone values.
- **v1.0** (2026-02) — First public release.