Brand Identity

The name

Five forms of the name are correct, each for a different job. The spelling Moslem is the one the founders registered in 1938; it is the organization’s legal name and is never modernized, however unfamiliar it looks today.

The four pillars

Everything the masjid does belongs to one of four pillars. They appear in this order, always, and they are the tagline: they set the navigation of the website, the sections of the calendar, and the way the organization describes itself in a single line.

The tagline

The masthead above is the canonical pairing: name and tagline, English left, Arabic right, equal weight. It is the header of every printed piece.

Boilerplate

Two fixed paragraphs. Copy them exactly rather than paraphrasing — they carry legal and historical weight, and a rewritten version is a version somebody has to check.

Voice

Contact block

The standard footer block, in this order. Phone before email, because the people who most need it are calling.

One mark, five patterns. They are not five logos and not a set to choose between on taste — each is cut for a shape of space, and picking the right one is a question of the format in front of you. The mark itself never changes: a crescent holding the masjid, with the letters A, M and S built into the crescent as three kufic bars.

Simple

Round

Full

Long

Decorated

MaroonWhiteInk

Aspect

0.883 : 1

Artboard

238.21 × 269.86

Minimum

40px tall on screen · 0.45in in print

In use

amsdearborn.org footer, reversed white on ink

Download this SVG

Simple

The mark on its own: a crescent enclosing the masjid — dome, two minarets — with the letters A, M and S built into the crescent as three stacked kufic bars. No plate, no wordmark.

Use it for

• Do: Anywhere the name is already present in the layout
• Do: Watermarks, embossing, tote bags, signage, embroidery
• Do: A repeating element in a pattern or endpaper
• Do: The footer of a page whose header already carries a full lockup

Not for

• Do not: As a profile picture — crops square and loses the minarets. Use Round
• Do not: As a first introduction to an audience that does not know the organization
• Do not: Beside a separately typeset "American Moslem Society" — use Long or Full instead

MaroonWhiteInk

Aspect

1 : 1

Artboard

328.69 × 328.69

Minimum

32px square on screen · 0.35in in print

In use

amsdearborn.org favicon; the yearly calendar masthead at 0.7in

Download this SVG

Round

The mark centered on a circular plate, the crescent filling the disc edge to edge. The plate is part of the drawing and always runs opposite the artwork — white plate with a maroon mark, or maroon plate with a white mark.

Use it for

• Do: Favicons and app icons
• Do: Social profile pictures on every platform
• Do: Over photography, where the plate guarantees the mark stays legible
• Do: A masthead where the mark sits inline with type at the same optical weight

Not for

• Do not: Adding your own ring, border, drop shadow or outer glow
• Do not: Cropping the plate to a square or rounded rectangle — export at the plate edge
• Do not: Placing it on a ground the same color as its plate

MaroonWhiteInk

Aspect

1.114 : 1

Artboard

468.87 × 420.83

Minimum

40px tall on screen · 0.5in in print

In use

The prayer timetable masthead, reversed white on maroon at 1in

Download this SVG

Full

The vertical lockup: the mark stacked above the English wordmark, with the Arabic name set directly beneath it. The wordmark is drawn in Gill Sans Nova and is part of the artwork — it is never re-typed.

Use it for

• Do: Tall or roughly square formats — covers, flyers, posters, program booklets
• Do: Centered compositions: title pages, certificates of the plainer kind, step-and-repeat backdrops
• Do: The masthead of a printed piece where the width is shared three ways

Not for

• Do not: Wide, short spaces — it forces the mark small to fit. Use Long
• Do not: Separating the mark from the wordmark to re-space them
• Do not: Setting the Arabic line at a different size or in a different face

MaroonWhiteInk

Aspect

3.484 : 1

Artboard

940.19 × 269.86

Minimum

120px wide on screen · 1.25in in print

In use

amsdearborn.org header at 52px tall

Download this SVG

Long

The horizontal lockup: the mark at the left, the English wordmark and the Arabic name stacked to its right and optically aligned to the mark. The default lockup — reach for this one first.

Use it for

• Do: Website and application headers
• Do: Letterhead, invoices, forms and email signatures
• Do: Banners, step-and-repeat headers, event signage
• Do: Any space wider than about three times its height

Not for

• Do not: Squeezing it into a narrow column — it goes below its minimum width fast
• Do not: Re-stacking it vertically. That lockup already exists as Full
• Do not: Placing anything in the gap between the mark and the wordmark

MaroonWhiteInk

Aspect

0.995 : 1

Artboard

423.26 × 425.19

Minimum

64px square on screen · 0.75in in print

In use

Held in reserve — no current production use

Download this SVG

Decorated

The round mark ringed by a sixteen-point ornamental medallion, drawn in a deeper maroon (#391518) with small pierced roundels between each point. The most elaborate pattern, and the only one with a second color.

Use it for

• Do: Certificates, awards, commemorative plaques and seals
• Do: Eid, Ramadan and anniversary collateral
• Do: Foil, deboss and engraving, where the ornament is the point
• Do: The front cover of a printed booklet — once, at scale

Not for

• Do not: Interface chrome of any kind — headers, favicons, buttons, avatars
• Do not: Anything below 64px, where the roundels fill in and turn to mud
• Do not: Using it as the everyday mark. Its authority comes from being rare
• Do not: Reproducing the ornament without the mark, or the mark without the ornament

Finishes

Three finishes, and no others. The finish is chosen by the ground the mark sits on, never by preference — a maroon mark on a dark photograph is not a style choice, it is an unreadable logo.

Maroon

#630d16

The primary finish. Cream, white or light photography.

White

#ffffff

Reversed. Maroon, ink or dark photography.

Ink

#1f1b16

Single color. One-color printing, engraving, embroidery, fax.

The Round pattern is the exception worth knowing: its plate always runs opposite the artwork, so the Maroon finish is a maroon mark on a white plate (for dark grounds) and the White finish is a white mark on a maroon plate (for light grounds).

Clear space

Keep a margin equal to the height of the crescent’s opening — the gap between its two horns — clear on every side of the mark. Nothing enters it: no type, no rule, no photograph, no page edge, no other logo. When in doubt, give it more; the mark has never suffered from too much room.

Clear spaceClear space

The dashed field is the exclusion zone, not a border to draw. It never prints.

Minimum sizes

Below these the minarets close up and the kufic bars stop reading as letters. If a space is smaller than the minimum for the pattern you want, change pattern rather than shrinking further — that is exactly what Simple and Round are for.

Pattern	Screen	Print	Below this, use
Simple	40px tall on screen	0.45in in print	Nothing — this is the floor
Round	32px square on screen	0.35in in print	Nothing — this is the floor
Full	40px tall on screen	0.5in in print	Simple or Round
Long	120px wide on screen	1.25in in print	Simple or Round
Decorated	64px square on screen	0.75in in print	Round

Backgrounds

On cream or white

The Maroon finish. This is the default and covers most of what the masjid produces.

On maroon or ink

The White finish. Never the Maroon finish on a dark field, and never a maroon plate behind it to compensate.

On photography

The Round pattern in its Maroon finish — the white plate is what keeps the mark legible over an image. Place it where the photograph is calm; if nowhere is, put the mark on a solid band instead.

Misuse

Each of these is a real thing that happens to logos. They are shown here so they are recognizable, not so they are options.

Do not recolor

The mark is maroon, white or ink. It is never tinted to match a campaign, a season or a photograph.

Do not stretch

Scale proportionally, always. A distorted crescent is the fastest way to make the whole piece look counterfeit.

Do not rotate

The crescent has one orientation. Tilting it for visual interest reads as an accident.

Do not add effects

No drop shadows, bevels, glows, gradients or outlines. The mark is flat, and its authority comes from that.

Do not screen back

A faded mark is not a watermark. If a watermark is wanted, place Simple at full strength in a tint of the ground.

Do not crop

The mark is never trimmed to fit a space, bled off an edge, or cropped into a square. Change pattern instead.

Four colors carry the identity. Maroon is the organization, gold is the ornament, cream is the paper and ink is the word. Everything else in this section is a tint or a shade of those four, kept on hand so a layout can have depth without reaching outside the family.

Production values

Five values that exist for a job rather than for the identity. They are documented so nobody has to guess at them again, and so nobody mistakes one for a brand color.

Contrast

The masjid publishes prayer times, funeral instructions and marriage requirements. People read them on a phone in a hospital corridor. Every pairing below is measured, and the ones marked decorative are never allowed to carry information on their own.

Five faces, each with one job. Fraunces speaks, Archivo explains, Gill Sans Nova signs the name, Foda titles the Arabic and Amiri writes it. A piece that needs a sixth face has a layout problem, not a typography problem.

The scale

Twelve steps, and no sizes between them. The specimen column is set at the real specification, so what you see is what the rule produces.

Uppercase tracking

Uppercase text needs letterspacing or it sets as a wall. Three values exist, tied to three roles, and nothing sits between them — a fourth value is how a system starts to look approximate.

Setting Arabic

One pattern, one rule for using it. A ten-point star rosette in an interlacing girih construction — the decagonal system found across Islamic architecture from Cairo to Isfahan, with five-point stars filling the field between the rosettes. It is drawn as a single tile and laid at 3% opacity behind maroon. It is the texture on the prayer timetable masthead and on every page of the yearly calendar, and it is what makes a printed AMS piece recognizable from across a room.

The tile

621 × 642.88 artboard. Shown at full strength in maroon so the geometry reads. The production file draws it white at 3% opacity and is never used this way.

/assets/pattern.svg · specimen: pattern-solid.svg

As it is actually used

Ramadan 1447

رمضان

◆◆

3% white on maroon

At working strength the star is felt rather than seen. If a reader notices the pattern before they notice the words, it is too strong.

The skyline

A one-color elevation of the masjid, symmetrical about its centre: the dome beneath its spire and crescent finial, a raised parapet block to either side, and a scalloped crenellation running out to both edges. Below the roofline the drawing resolves into a solid band filling the lower 56% of the artboard, and that band is where the type goes.

It is architecture, not a mark. It carries no name and signs nothing, so a piece that runs the skyline still carries a lockup somewhere on it. One placement, and no second: it closes a piece. Opening one is the logo’s job.

Page 12

(313) 849-2147 · 9945 W Vernor Hwy, Dearborn, MI 48120 · services@amsdearborn.org

Footer band

Full bleed across the foot of the page, with the phone, address and email reversed in cream inside the solid band.

Ornament

Two rules and one divider, all in gold. Between them they handle every separation the identity needs; a piece that wants a fourth kind of divider wants more whitespace instead.

The identity assembled. Each of these is a real, in-production composition — reproduced here so a new piece can be built by matching one rather than inventing from the rules.

The masthead

The single most important composition in the system: it opens every printed piece and every page of the yearly calendar. Round mark, English name over the pillars in gold, Arabic name over the Arabic pillars, mirrored. On maroon, with the star pattern behind it.

American Moslem Society

Outreach, Education, Development, Services

الجمعية الإسلامية الأمريكية

دعوة، تعليم، تنمية، خدمات

Fixed height. English left, Arabic right, mark on the English side. The two languages sit at the same optical weight — neither is a subtitle of the other.

The timetable header

The three-panel header of the monthly prayer timetable: contact on the left, the Hijri month in the center, Jumu’ah times on the right, divided by gold hairlines. The center panel is the one to study — Foda for the Arabic month and the Friday-prayer labels, Fraunces for the English and the year, Archivo for the Gregorian range, with the diamond divider between them.

9945 W Vernor Hwy, Dearborn, MI 48120

Main (313) 849-2147

رمضان

Ramadan

1447

◆◆

February 18 – March 19, 2026

Friday Prayerصلاة الجمعة

Arabic Khutbahالخطبة العربية12:00 PM

English Khutbahالخطبة الإنجليزية1:00 PM

Three equal panels, gold hairlines between them. Gold-light throughout, because the primary gold fails contrast on maroon.

Timetable body

Maroon header row with the Arabic prayer name above the English. Alternating columns in the table stripe, Friday reversed into maroon across the whole row, Ramadan tinting the Fajr and Maghrib columns in gold. Every figure is tabular.

Buttons

Fully rounded, always. Primary is maroon-800 with cream text and hovers to maroon-900; secondary is a hairline border on the page ground; tertiary is a text link with a trailing arrow. One primary button per view — if two things are equally important, neither is.

Header and footer

(313) 849-2147services@amsdearborn.org

The American Moslem Society is a registered 501(c)(3) non-profit organization. Donations are tax-deductible to the extent allowed by law.

A maroon-700 utility bar, a gold hairline, the Long lockup with uppercase navigation, and an ink footer carrying the Simple mark reversed.

Eighteen SVG files — five logo patterns and the skyline, each in three finishes — plus PNG exports for the tools that cannot take a vector. SVG is the master everywhere it is accepted: it stays sharp at any size and carries the exact brand colors, which a PNG resampled by somebody’s slide deck will not.

Every file

Pattern	Maroon	White	Ink
Simple238.21 × 269.86	SVGPNG	SVGPNG	SVGPNG
Round328.69 × 328.69	SVGPNG512192	SVGPNG512192	SVGPNG512192
Full468.87 × 420.83	SVGPNG	SVGPNG	SVGPNG
Long940.19 × 269.86	SVGPNG	SVGPNG	SVGPNG
Decorated423.26 × 425.19	SVGPNG	SVGPNG	SVGPNG

PNGs are transparent, 1024px on the long edge. The Round pattern also ships at 512px and 192px for app icons and avatars.

The skyline

The skyline

ams-skyline.svg · 3840.29 × 752.64

Maroon SVGPNGWhite SVGPNGInk SVGPNG

The skyline’s PNGs are 3840px wide rather than 1024px, because it is only ever placed at the full width of a page. Section 06 has the rules for using it.

The pattern

Fonts

Four of the five are free and linked to their source. Gill Sans Nova is licensed from Monotype and is not distributed here — but because the wordmark is supplied as artwork, the only people who need a license are those setting new Latin display type in it, which the rules already discourage.