Cheapify Brandbook — Brand Identity & Visual Guidelines

A brand is not a logo, a font, or a color palette. It is a customer's gut feeling about a product, service, or organization. Everything in this book exists to shape one feeling: "I am in control, and I am never being overcharged."

Mission

Cheapify exists to eliminate arbitrary price variation, price opacity, and the exhausting "Interrogation Tax" across Iraq and the Kurdistan Region. We empower everyday consumers with radical price transparency and single-click checkout, while equipping local merchants with turnkey automation that protects their retail margins.

Vision

To become the definitive commerce operating system for Iraq and the Kurdistan Region — where every physical and social retailer is indexed, every consumer purchase is verified for best value, and shopping is entirely free of friction, negotiation anxiety, and hidden fees.

The "Onliness" Statement

Validated with Marty Neumeier's Zag framework — the single sentence that proves Cheapify's defensible difference.

"Cheapify is the ONLY multi-seller price comparison marketplace in Iraq and the Kurdistan Region that indexes local social media stores side-by-side on a single-SKU catalog, eliminates the exhausting "DM for price" Interrogation Tax, and guarantees total doorstep landed cost with single-click Cash-on-Delivery checkout."

Single-SKU catalog No "DM for price" P_total = P_item + D_tariff 1-click COD

The Strategy–Design Bridge

From The Brand Gap: the identity system translates business strategy into a customer's emotional conviction.

Business Strategy

Aggregate fragmented supply, index prices across stores, optimize 3PL logistics, and reconcile weekly Cash-on-Delivery settlements.

Brand Identity System

PMS color psychology, Comfortaa display, Inter tabular data, IBM Plex for Kurdish & Arabic, Clean Flat + Soft Depth UI.

Customer Gut Feeling

"I am smart, protected, and getting the absolute best deal in town."

Shopper Gut Feeling

"I am in control. I am never being overcharged. Shopping is fast, honest, and exciting."

Merchant Gut Feeling

"Cheapify respects my business, brings me real buying customers without extra ad spend, and makes my store look professional."

Brand Archetypes

A deliberate blend: mass accessibility with uncompromising technological competence.

The Everyman / Democratizer — 60%

The Sage / Navigator — 40%

The Everyman / Democratizer

Primary · 60%

Grounded, unpretentious, friendly, and fiercely loyal to the everyday consumer's wallet. Speaks the language of the local bazaar, respects hard-earned money, and champions everyday fairness.

The Sage / Navigator

Secondary · 40%

Mathematically objective, data-driven, and transparent. Cheapify never pushes biased sponsored products over better organic deals; it organizes market reality so users can choose with complete confidence.

Core Personality Attributes

The brand triad — Transparent · Smart · Reliable — expressed as four behavioral attributes.

Radically Transparent

Upfront pricing, clear availability, and total doorstep cost before checkout.

Empowering & Optimistic

We celebrate smart consumer choices and victory over price gouging.

Approachable & Modern

Warm geometric curves, friendly touchpoints, intuitive mobile ergonomics.

Operationally Precise

Clean data tables, sharp tabular numerals, dependable tracking, clear receipts.

02

How We Speak

Voice, Tone & Editorial Standards

One consistent voice across English, Kurdish (Badînî), and Arabic — adapting its tone to the user's emotional state and context.

The Four Voice Principles

Street-Smart & Practical

We talk like a trusted, financially savvy friend who knows the best shops in the bazaar. No corporate buzzwords, tech jargon, or elitist phrasing.

Direct & Action-Oriented

We respect the user's time. Instructions are concise, buttons are clearly labeled, and product specs are immediately readable.

Empathetic & Accountable

When delays or cancellations occur, we never deflect blame or write robotic apologies. We speak plainly, take responsibility, and solve.

Culturally Grounded

We celebrate the vibrant retail culture of Kurdistan and federal Iraq, honoring local commerce traditions while modernizing the experience.

Trilingual Contextual Tone Matrix

The same voice, tuned to four moments of the journey.

Context	English	کوردی (بادینی)	العربية
Discovery & Browsing	Energetic & Empowering"Compare 4 verified stores in Duhok. Save 4,500 IQD instantly."	بئاقل و دەستخۆش«4 فرۆشگەهێن دهۆکێ بەرهەڤ بکە. 4,500 دینار خلاس بکە.»	حماسي ومباشر«قارن بين 4 متاجر موثوقة في بغداد ووفر 4,500 دينار فوراً.»
Checkout & Cart	Frictionless & Reassuring"Doorstep total: 17,000 IQD. Pay cash upon arrival. No hidden fees."	بێ خەم و زەلال«سەرجەمێ گەهشتنێ: 17,000 دینار. دەما وەرگرتنێ ب کاش بدە. بێ چ هەقێن ڤەشارتی.»	واضح ومطمئن«المجموع عند الباب: 17,000 د.ع. الدفع نقداً عند الاستلام وبدون رسوم خفية.»
Delivery Delays	Accountable & Solution-First"Rain delayed your courier. We're tracking it live; arriving in 35 mins."	ڕاستگۆ و بەرپرسیار«بارانێ گەهاندن دەرەنگ ئێخست. ئەم ڕاستەوخۆ دشۆپینین؛ 35 خولەکێن دی دگەهیتە تە.»	صريح وسريع الحل«المطر أخّر المندوب قليلاً. نتابع شحنتك لحظة بلحظة، وستصلك خلال 35 دقيقة.»
Merchant Acquisition	Respectful & Value-Focused"Keep your full profit. We bring real buyers directly to your stock."	ڕێزدار و هەڤکار«قازانجا خۆ بپارێزە. ئەم کڕیارێن ڕاستین دئینینە سەر بەرهەمێن تە.»	مهني ومربح«حافظ على أرباحك كاملة. نجلب لك زبائن جاهزين للشراء بدون عمولات مرهقة.»

Tone Spectrum: We Are / We Are Not

TransparentWe show the numbers clearly.

PreachyWe don't lecture users on how to spend their money.

PracticalWe champion best value and smart economics.

CheapNever inferior quality or disposable junk.

ApproachableHumor and street wit are welcome.

SillyOur calculations and delivery promises are deadly serious.

ModernWe build high-tech e-commerce software.

AlienatingA grandmother in Zakho can use it effortlessly.

Marketplace Lexicon & Terminology

Mandatory across the mobile app, web platform, merchant dashboard, and social channels.

Approved Term	Prohibited / Deprecated	Rationale
Best Value هەری باش · أفضل قيمة	"Cheapest", "Discount Bin", "Rock-bottom"	"Cheapest" implies low quality; "Best Value" celebrates the optimal price-to-quality ratio.
Doorstep Total سەرجەمێ گەهشتنێ · المجموع عند الباب	"Price + Shipping", "Delivery Extra"	Eliminates checkout surprises by combining item price and local tariff upfront.
Verified Local Partner فرۆشکارێ پشتڕاستکری	"Vendor", "Third-party Seller", "Merchant"	Elevates the store owner as a trusted local commerce partner.
Instant Checkout کڕینا ب ئێک کلیک · شراء فوري	"DM for Price", "Ask in Private", "Chat to Order"	Emphasizes the eradication of the exhausting Interrogation Tax.
Price Variation جوداهیا بهایان · تفاوت الأسعار	"Price Gouging", "Cheating"	Maintains professional neutrality while diagnosing arbitrary price gaps.
Free Ad Showcase پێشاندانا ڕێکلامێ یا بەلاش	"Sponsored Push", "Paid Listing"	Accurately describes free promotional showcases for partner stores.

03

Messaging Hierarchy

Tagline & Slogan Architecture

A disciplined two-tier hierarchy serving both institutional brand building and high-converting performance marketing across Facebook, Instagram, and TikTok.

Tier 1 · Brand Soul & Aspirational Slogan

The bright side of choosing.

English

The bright side of choosing

کوردی

«ڕوویێ گەش یێ هەلبژارتنێ»

العربية

«الجانب المشرق للاختيار»

Strategic role: Emotional anchor used in corporate pitch decks, billboard campaigns, app launch splash screens, and brand manifestos. Transforms shopping from an exhausting chore into an empowering, confident lifestyle choice.

Tier 2 · Functional Campaign Hooks & App Store Descriptors

Primary Hook

Find your best deal

EN	Find your best deal
KU	«باشترین بها ببینە»
AR	«أفضل صفقة، بأسهل طريقة»

App Store Subtitle & Bio Hook

Smart Deals. Verified Sellers. One App.

EN	Smart Deals. Verified Sellers. One App.
KU	«داشکاندنێن ب ئاقل. فرۆشکارێن پشتڕاست. ئێک ئەپ.»
AR	«صفقات ذكية. متاجر موثوقة. تطبيق واحد.»

Strategic role: Instant clarity in 3-second social video ads, Google Play / App Store metadata, and Instagram / TikTok bio headers. Directly communicates platform utility.

Brand Triad

Transparent

Smart

Reliable

04

Identity Mark

Official Logo System & Geometry

Built from the master vector blueprint in Cheapify-LOGO.pdf. A shopping bag carrying an upward arrow, swept by a magnifying glass — commerce, savings, and discovery in a single gesture.

Primary Official Mark

Cheapify

On Dark Base — PANTONE BLACK 6 C

4.1 Visual Anatomy & Symbolism

Every element carries meaning. Together they tell the Cheapify story: a reliable marketplace, ascending savings, and the eradication of hidden markups.

1 2 3 4

1

The Shopping Bag — Structural Base

Rendered in PANTONE 7689 C. Represents the reliable e-commerce marketplace framework, indexing thousands of standardized consumer SKUs. Its handle eyelets define the clear-space unit X.

2

The Upward Arrow — Integrated Core

Rising from the base of the bag in PANTONE 7689 C, pointing upward to signify ascending savings, superior quality, and elevated consumer agency.

3

The Dynamic Swoosh — Momentum

A sweeping PANTONE 7731 C curve that wraps the base of the bag — speed, fast local delivery, and the motion of a smart decision.

4

The Magnifying Glass — Discovery Lens

Sweeps across the lower right boundary in PANTONE 7731 C, symbolizing deep market discovery, deal inspection, and the eradication of hidden markups.

Bag + Handle
PANTONE 7689 C

Upward Arrow
PANTONE 7689 C

Swoosh
PANTONE 7731 C

Magnifier
PANTONE 7731 C

4.2 Logo Construction Hierarchy

Two constructions, two strictly separated jobs.

Primary Official Mark

Outline / Stroke Construction

PDF pages 1–5 · Two-color PMS

Sole official digital & broadcast use

App launcher icon Web navbar & favicon Social avatars Video & reels Packaging & mailers Window decals

Secondary Alternative Mark

Solid Silhouette Construction

PDF pages 11–16 · Single-color

Specialized physical applications only

Fabric embroidery Rubber invoice stamps Blind deboss / hot foil High-density mono print

Strict guardrail: never used as the mobile app icon, web favicon, or social media avatar.

Solid Mark in Its Native Physical Habitats

Courier cap embroidery — single thread, PMS 7689 C.

VERIFIED · PAID

Monochrome invoicing stamp — COD settlement receipts.

Blind deboss on kraft — premium shipping box lid.

Lockup Configurations

The symbol pairs with the Comfortaa Bold wordmark. Always spell Cheapify with a capital C. Spacing between symbol and wordmark equals X (handle eyelet diameter).

A · Horizontal Lockup (Primary)

Cheapify

B · Stacked Lockup

Cheapify

C · Horizontal + Tagline

Cheapify

The bright side of choosing.

D · Symbol Only

E · Horizontal Reversed on Ink

Cheapify

F · All-White on Brand Blue

Cheapify

Approved Color Variations

The two-color mark is preferred everywhere. Single-color variants exist only where the background or print process demands it.

Full Color on WhiteDefault · preferred

Full Color on 656 CApp surfaces

Full Color on Black 6 CDark mode, launcher

Reversed on 7689 CPackaging, tape

Reversed on Black 6 CVideo end-cards

Reversed on 7731 CSuccess screens only

Mono 7689 C1-color print

Mono Black 6 CFax, thermal waybill

4.3 Master Grid & Responsive Scaling

The master symbol lives on a 700 × 900 bounding box (aspect ratio 7 : 9). Because 9/7 produces non-terminating decimals (500 → 642.857…px), always set width only and let height be automatic (width: Wpx; height: auto; or viewBox="0 0 700 900").

200px · Navbar

100px · App grid

64px

32px · Favicon

24px · Minimum

Implementation Tier	Target Width	Scaling Rule	Clear Space (X)	Format
Hero / Billboard / Print	500px	Proportional auto (7:9)	50px	Vector SVG / EPS / PDF
Standard Web Header	300px	Proportional auto (7:9)	30px	Vector SVG / WebP
Tablet / Mobile Navbar	200px	Proportional auto (7:9)	20px	Vector SVG / PNG
App Launcher Icon / Grid	100px	Proportional auto (7:9)	12px	High-DPI Vector / PNG
Micro Favicon / Status Chip	32px	Proportional auto (7:9)	4px	Scaled SVG / ICO

Minimum Digital Width: 24px

Below this, the magnifier stroke loses definition.

Minimum Print Width: 15mm

Applies to all offset, digital, and thermal print.

Clear Space & Exclusion Zone

XXXX

X = handle eyelet diameter

The exclusion boundary surrounding the mark must equal or exceed the diameter of the shopping bag's handle eyelets — approximately 10% of the symbol width. No typography, borders, icons, or busy photography may intrude into this zone.

X

Eyelet ≈ 75 units on the 700-unit grid

05

Guardrails

Prohibited Logo Misuse

Eight strict compliance rules protect the integrity, legal defensibility, and visual authority of the Cheapify identity. They apply to internal teams, external agencies, and merchant partners alike.

01

Do not skew or distortNever alter the 7:9 aspect ratio or stretch horizontally.

02

Do not rotateNever tilt, flip, or place the logo at an angle.

03

Do not alter colorsNever use unapproved tints or retired legacy colors (Jade Green #148C53, Boston Blue).

04

Do not swap accentsNever make the bag green and the magnifying glass blue.

05

Do not use solid digitallyNever use the solid silhouette as the app icon, favicon, or avatar.

06

Do not add effectsNo drop shadows, outer glows, bevels, or 3D extrusion.

07

Do not separate elementsNever detach the magnifier or reposition the arrow or swoosh.

08

MEGA SALE
50% OFF

Do not violate clear spaceNever crowd the logo with text, icons, or busy photos.

Correct: official two-color markUnmodified PMS 7689 C bag with PMS 7731 C swoosh and magnifier.

Correct: on approved dark baseFull color on PANTONE BLACK 6 C with full clear space.

Correct: reversed single colorAll-white mark on PANTONE 7689 C for packaging and tape.

06

Strict Pantone Matching System

Official Color Palette

Four core PMS colors from page 5 of the master logo PDF. All legacy, informal names ("Jade Green", "Boston Blue", #148C53) are permanently retired. Click any swatch to copy its HEX value.

Primary Brand BluePANTONE
7689 C

HEX#298FC2

RGB41 · 143 · 194

CMYK79 · 26 · 0 · 24

HSL200° 65% 46%

Core identity: bag outline, navigation headers, primary CTAs, active tabs, courier packaging. Communicates digital clarity, speed, and transparency.

Brand Deal GreenPANTONE
7731 C

HEX#228848

RGB34 · 136 · 72

CMYK75 · 0 · 47 · 47

HSL142° 60% 33%

Reserved for the magnifier swoosh, the Best Value badge, price-drop chips, and order success. The unmistakable signal of victory and savings.

Dark Base / InkPANTONE
BLACK 6 C

HEX#101820

RGB16 · 24 · 32

CMYK50 · 25 · 0 · 87

HSL210° 33% 9%

All primary typography, headings, data tables, and dark-mode surfaces. A premium charcoal-ink that avoids the harsh glare of pure #000.

Light Neutral SurfacePANTONE
656 C

HEX#DDE5ED

RGB221 · 229 · 237

CMYK7 · 3 · 0 · 7

HSL210° 31% 90%

Screen backgrounds, card borders, table zebra-striping, dividers. Ice-tinted to reduce glare under bright Middle Eastern sunlight.

Semantic & Utility Extensions

Operational states for real-time commerce: flash countdowns, low stock, and errors. Never used decoratively.

Flash Deal

PANTONE 137 C · #FFA300Limited-time deals, countdown timers, campus specials.

Warning / Low Stock

PANTONE 151 C · #FF8200"Only 2 left", courier weather delays.

Error / Cancelled

PANTONE 1795 C · #D22730Out of stock, invalid phone, order cancelled.

Pure White

#FFFFFFElevated product cards, modal dialogs.

Interaction & Tint Tokens

Derived states used by components in Section 08. Only these tints are approved.

Blue · Pressed

#2177A3Primary CTA tap / hover state.

Green · Pressed

#1A6D38Success CTA tap / hover state.

Green · 10% Tint

rgba(34,136,72,.10)Soft Best Value chip background.

Green · 5% Tint

rgba(34,136,72,.05)Winning row in comparison tables.

Secondary · Pressed

#F0F4F8Secondary button tap state.

Base Canvas

#F4F6F8Alternate elev-0 app background.

Dark Card

#1A2530Dark-mode elev-1 surface.

Blue · 8% Tint

rgba(41,143,194,.08)Active nav item, info tiles.

The 60 · 30 · 10 Balance Rule

Prevents visual fatigue and keeps conversion focus on screens and in print.

60%Neutral Surfaces — White + PMS 656 C

30%Structural Ink — Black 6 C

10%Blue actions · Green wins

Accessibility & Contrast Pairings

WCAG 2.1 contrast ratios calculated from exact HEX values. AA requires 4.5:1 for body text, 3:1 for large text (≥24px, or ≥18.66px bold) and UI components.

Black 6 C on White

17.89 : 1AAA

656 C on Black 6 C

14.06 : 1AAA

White on Blue Pressed

4.96 : 1AA

White on Green Pressed

6.39 : 1AA

7731 C on White

4.48 : 1AA Large / UI

7689 C on White

3.62 : 1AA Large / UI

Ink on Flash 137 C

8.94 : 1AAA

White on Error 1795 C

5.16 : 1AA

PMS 7689 C (3.62:1) and PMS 7731 C (4.48:1) on white meet AA for large text, icons, and UI components, but sit just below 4.5:1 for small body text. Use them for buttons, badges, and headlines. For small colored text (under 18.66px bold), use the pressed tones #2177A3 / #1A6D38, or Black 6 C.

07

Tri-Font Architecture

Official Brand Typography

Three open-source families, each with one clear job: Comfortaa speaks for the brand, Inter carries data and prices, IBM Plex Sans Arabic carries Kurdish and Arabic with native glyph support.

Display & Brand Voice

Aa

Comfortaa

Johan Aakerlund · Open Font License

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Find your best dealLight 300

Find your best dealRegular 400

Find your best dealSemiBold 600

Find your best dealBold 700

Logo wordmark, H1 hero headlines, promo banners, splash screens, signature marketing badges.

Body text, multi-line descriptions, dense spec sheets, and price tables (wide tracking causes reading fatigue).

Latin UI & Pricing Data

Aa

Inter

Rasmus Andersson · Open Font License

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Il1 O0

Doorstep total 17,000 IQDRegular 400

Doorstep total 17,000 IQDMedium 500

Doorstep total 17,000 IQDSemiBold 600

Doorstep total 17,000 IQDBold 700

All English UI, product specs, addresses, checkout forms, reviews, and all numerical pricing.

Always enable font-variant-numeric: tabular-nums for prices.

Kurdish & Arabic UI

أب

IBM Plex Sans Arabic

Mike Abbink & Wael Morcos (IBM) · Open Font License

ا ب پ ت ج چ ح خ د ر ڕ ز ژ س ش ع غ ف ڤ ق ک گ ل ڵ م ن ه و ۆ ی ێ ٠١٢٣٤٥٦٧٨٩

الجانب المشرق للاختيارLight 300

باشترین بها ببینەRegular 400

صفقات ذكية. متاجر موثوقة.SemiBold 600

المجموع عند الباب: 17,000 د.عBold 700

100% of Kurdish (Badînî & Sorani) and Standard Arabic UI, category names, merchant dashboard menus, WhatsApp alerts.

Native Kurdish glyph verification: ڕ ڵ ڤ ێ ۆ ژ چ پ گ (U+0695, U+06B5, U+06A4, U+06CE, U+06C6).

7.1 Cross-Platform Type Scale

Every sample below is rendered live at its maximum token size.

Token	Sample	Size	Line	Family · Weight	Tracking
type-hero	Best deal	36–44px	1.2	Comfortaa · 700	−0.02em
type-h1	Electronics	28–32px	1.25	Comfortaa · 600	−0.01em
type-h2	Compare 4 stores	20–24px	1.3	Inter / IBM Plex · 600	0
type-h3	Anker 20W Nano Charger	16–18px	1.35	Inter / IBM Plex · 500	0
type-price-lg	14,000 IQD	22–26px	1.1	Inter Tabular · 700	+0.01em
type-price-sm	15,000 IQD	15–17px	1.2	Inter Tabular · 600	0
type-body	Pay cash upon arrival. No hidden fees.	14–15px	1.5	Inter / IBM Plex · 400	0
type-caption	SKU EL-ANK-20W-BLK · 1 Year Warranty	11–12px	1.4	Inter / IBM Plex · 500	+0.02em

Why Tabular Numerals Matter

Price columns must align vertically across competing stores without character jitter.

Proportional — prohibited for prices

Kawa Electronics111,100 IQD

FastTech Duhok118,000 IQD

Baghdad Digital119,500 IQD

Tabular — mandatory

Kawa Electronics111,100 IQD

FastTech Duhok118,000 IQD

Baghdad Digital119,500 IQD

.cheapify-price {
  font-family: 'Inter', -apple-system, sans-serif;
  font-variant-numeric: tabular-nums;
  font-weight: 700;
}

7.2 Numerals, Currency & Price Formatting

Iraqi commerce runs on large nominal amounts. Consistent formatting prevents checkout errors.

Currency Placement

14,500 IQD

14,500 د.ع

IQD14500

Digit Grouping

14,500

1,250,000

14500

Decimal Rule

14,500 IQD

$12.50

14,500.00 IQD

IQD has no practical subunit (no fils) — never show decimals. USD uses two standard decimals. Arabic may use Eastern numerals (١٤,٥٠٠ د.ع) or Western numerals (14,500 د.ع).

08

UI Component System & Design Tokens

Design Language: Clean Flat + Soft Depth

Flat surfaces maximize readability, restrained depth signals interactivity without decoration, and disciplined PMS accents keep the Best Value signal unmistakable — the visual embodiment of Radically Transparent and Operationally Precise.

8.1 Core Principles

01

Flat White Surfaces

Cards and sheets are #FFFFFF over #DDE5ED / #F4F6F8. Never gradients, glass, or textures behind content.

02

Soft Depth, Never Drama

One diffuse ink-tinted shadow plus a hairline border. Never colored, hard-offset, or stacked shadows.

03

Rounded & Friendly

12–16px cards, 10–12px buttons, 999px pills — echoing Comfortaa and the logo's organic strokes.

04

Accent Economy

Blue only for actions and active states. Green exclusively for Best Value, verified, and savings.

05

Breathing Room

Minimum 16px card padding and 12px+ gaps between comparison rows. Dense data never feels cramped.

8.2 The 3-Level Elevation Scale

elev-2 is the maximum shadow intensity ever permitted. No component may exceed it.

elev-0

Base#F4F6F8 / #DDE5ED · no border · no shadow
Screen & app background

elev-1

Card0 2px 8px rgba(16,24,32,.04)
Product cards, rows, panels

elev-2

Overlay0 8px 24px rgba(16,24,32,.08)
Modals, sheets, dropdowns, floating CTA

8.3 Corner Radius Scale

radius-sm · 8pxChips, tags, inputs

radius-md · 10–12pxButtons, comparison rows

radius-lg · 16pxCards, modals, sheets

radius-pill · 999pxBadges, status pills, toggles

8.4 Explicitly Prohibited Visual Treatments

Evaluated and rejected. These must never appear in Cheapify UI, merchant dashboards, or marketing mockups.

Neo-brutalistOffset shadows, thick borders

Dopamine gradientsAs functional UI surfaces

GlassmorphismBlur kills readability

Neu / ClaymorphismFails WCAG contrast

Gamification HUDStreaks, meters as chrome

Editorial Zero-UIUncontained price data

8.5 Approved Optional Patterns

Bento stat tiles for dashboards and deal summaries — the bento pattern governs layout, never surface treatment. Dark mode is a Phase 2 theme variant with identical radius and shadow rules.

Best Value

Anker 20W Nano Charger

Kawa Electronics · Duhok Bazaar

14,000 IQD

You Save

2,500

Stores

3

Delivery

2h

Doorstep

17,000

Dark Mode Variant (Phase 2)

Best Value

Anker 20W Nano Charger

Kawa Electronics · 4.9 rating

Doorstep total17,000 IQD

8.6 The Signature Best Value Badge

Cheapify's trust mark. Awarded only when the algorithm determines an offer yields the lowest total doorstep price (P_item + D_tariff).

Best ValueBest ValueBest Value

هەری باشأفضل قيمةVerified Partner

Flash Deal · 02:14:09Only 2 leftOut of stockArrives in 2h

Token	BestValueChip
Background	Solid #228848 (default & dark cards) or 10% tint (soft)
Text / Icon	White on solid · #1A6D38 on soft tint
Font	Inter SemiBold / IBM Plex Sans Arabic
Size	12px text · pill radius (999px)
Icon	Star or checkmark, left-aligned (Lucide star)
Copy	Best Value · هەری باش · أفضل قيمة
Integrity	One winning offer per SKU. Never purchasable.

8.7 Buttons & Touch Ergonomics

All primary touch targets maintain a minimum height of 48px (Apple HIG & Material). Hover the buttons to see pressed states.

DefaultPressedDisabled Primary CTA

Success CTA

Secondary

Ghost

Button	Background	Text	Border	Radius	Min Height	Pressed
Primary CTA	PMS 7689 C #298FC2	#FFFFFF	None	10px	48px	#2177A3
Success CTA	PMS 7731 C #228848	#FFFFFF	None	10px	48px	#1A6D38
Secondary	White	Black 6 C	1px #DDE5ED	10px	44px	#F0F4F8
Ghost	Transparent	PMS 7689 C	None	8px	40px	Underline

8.8 Single-SKU Comparison Card

The heart of the product. White card, 16px radius, winning row tinted with 5% green and the Best Value chip pinned. Alternative rows show transparent price deltas.

Anker 20W USB-C Nano Fast Charger

SKU EL-ANK-20W-BLK · 1 Year Warranty

BlackWhite20W

هەری باش · Best ValueArrives in 2h

Kawa Electronics Duhok Bazaar · 4.9 (120 reviews)

Item

14,000

Delivery

3,000

Doorstep Total

17,000 IQD

FastTech Duhok15,000 + 3,000 · Today 3–6h

18,000 IQD+1,000 IQD

Baghdad Digital13,500 + 6,000 · 48–72h

19,500 IQD+2,500 IQD

Cheapify

Search 12,000+ products

Best Value

AirPods Pro (2nd Gen)

3 verified stores in Duhok

Kak Kawa112,000 IQD

Duhok Mobile119,500 IQD

You save

12,000

Delivery

Today

Home

8.9 App Launcher Icon & Favicon

The Outline Mark occupies exactly 65% of the icon grid, leaving a mandatory 17.5% margin on all sides to prevent iOS / Android squircle clipping.

Construction grid

White container

Black 6 C container

76pt

48dp

Maps

Photos

Cheapify

Mail

Camera

Notes

FIB

Clock

Cheapify — Find your best deal

New Tab

cheapify.app

Favicon: SVG vector favicon with a 32 × 32px ICO fallback containing the outline symbol.

09

Iconography & Supporting Visuals

Icons, Never Emojis

Every expressive visual is rendered as proper vector iconography — recolorable to the PMS palette, crisp at any size, and consistent on every device.

9.1 The Zero-Emoji Rule

Cheapify never uses emojis.

Not in the app, the web platform, documents, marketing, social captions, merchant messages, or internal artifacts — no exceptions. Emojis render inconsistently across devices and locales, cannot be recolored to our PMS palette, and undermine the operational precision a trust-driven marketplace requires.

:)Great deal today

Unicode emoji charactersInconsistent, off-palette, unprofessional.

Great deal today

Vector icons in PMS colorsConsistent, on-brand, accessible.

Approved Icon Sources

Lucide Primary

2px rounded strokes on a 24px grid — matches our spec exactly. Used throughout this brandbook.

lucide.dev

Phosphor

Flexible weights; use the "Regular" weight only to keep stroke consistency.

phosphoricons.com

Heroicons

Use the 24px "Outline" set for compatible stroke geometry.

heroicons.com

Iconify

CDN aggregator for the sets above. Never mix sets on one screen.

iconify.design

9.2 Icon Construction Geometry

Grid Base

24 × 24px

With 2px interior padding (live area 20 × 20px).

Stroke Weight

2px

Scaling to 1.5px on small badges.

Caps & Joins

Round

stroke-linecap: round; stroke-linejoin: round; — matching Comfortaa.

Color Hierarchy

Ink in body · Blue for actions · Green for trust tags.

9.3 Core System Icon Library

icon-verified-shield

Verified local merchant storefronts.

icon-local-delivery

Fast local 2-hour doorstep delivery.

icon-best-deal

Best Value chips & price-drop alerts.

icon-proximity-pin

Bazaar store location and distance.

icon-single-sku

Single-SKU price comparison view.

icon-cash-cod

Cash-on-Delivery payment badge.

Extended Interface Set

Recommended Lucide equivalents for common marketplace actions.

search

cart

wishlist

alerts

filter

sort

store

shipping

price

price-drop

rating

delivered

e-wallet

qr

support

account

10

Imagery & Merchant Asset Hygiene

Photography Direction

Cheapify aggregates inventory from social media merchants. Visual cleanliness on every listing preserves platform trust — and makes price comparison effortless.

10.1 Product Aspect Ratios

1 : 11080 × 1080pxCatalog grids

4 : 51080 × 1350pxProduct detail

Lighting & Color Fidelity

Bright, diffused natural lighting. Zero heavy Instagram filters or color grading that alters the authentic shade of fabrics, cosmetics, or electronics. What the customer sees must be what arrives at the door.

Soft daylight, neutral white balance, true-to-life color.

Beauty filters, saturation boosts, vignettes, stock renders.

Background Hygiene

Tier 1 · PreferredPure white #FFFFFF cutout

Tier 1 · PreferredPMS 656 C clean cutout

Tier 2 · AcceptableClean wood, marble, fabric

ProhibitedCluttered, busy backgrounds

Mandatory Perspectives

01 · Hero Front ViewCentered, full product, Tier 1 background.

02 · Rear / Label ViewBarcode, model number, and specs visible.

03 · Scale ReferenceProduct held in human hands.

04 · Packaging & Warranty SealProof of authenticity and condition.

10.2 Merchant Upload Guidelines — Self-Serve Protocol

Cheapify does not photograph or crop for merchants. Merchants upload their own media through the portal, validated automatically against these rules.

Resolution Check

Minimum 800 × 800px · Maximum 2500 × 2500px.

File Formats

WebP, PNG, or high-quality JPEG — under 2MB per image.

Prohibited Content

Watermarks over 5% of the frame, stamped phone numbers, misleading supplier renders, low-res screenshots.

10.3 Lifestyle & Human Photography

Authentic local representationReal people from Duhok, Erbil, Sulaymaniyah, Baghdad — students, young professionals, shopkeepers, families. Warm daylight, candid confidence, real bazaars, cafes, and homes.

Generic Western corporate stockNo suits shaking hands in glass skyscrapers. No staged, culturally disconnected imagery.

11

The Physical Handshake

Physical Collateral & Packaging

The unboxing experience is the physical handshake between Cheapify, the local merchant, and the customer.

11.1 Courier Poly Mailers & Paper Bags

Cheapify The bright side of choosing
ڕوویێ گەش یێ هەلبژارتنێ

Fulfilled for Kawa Electronics via Cheapify Local Dispatch

Cheapify Recyclable kraft paper bag

Material	Recyclable heavy-duty kraft paper or recycled matte polyethylene
Print	PMS 7689 C with official Outline Logo + slogan
Co-brand	"Fulfilled for [Merchant] via Cheapify Local Dispatch"

11.2 Tamper-Evident Security Tape

50mm tape in PMS 7689 C with a continuous repeat of the white check seal and trilingual security line. Guarantees the package was not opened or swapped in transit.

11.3 Merchant Storefront Window Decal

Verified Cheapify Partner

فرۆشکارێ پشتڕاستکری یێ چیپیفای
شريك معتمد لدى جيبفاي

Dimensions	200 × 200mm square, rounded corners, acrylic
Lockup	Outline Logo centered above the trilingual trust seal
Kurdish	«فرۆشکارێ پشتڕاستکری یێ چیپیفای»
Arabic	«شريك معتمد لدى جيبفاي»
English	«Verified Cheapify Partner»
QR Code	Dynamic — links to the store's profile on the Cheapify App & Web

11.4 Standardized Courier Waybill

4" × 6" thermal format engineered for zero dispute ambiguity. Uses the Mono Black 6 C logo variant.

CheapifyEXPRESS DISPATCH
هەری باش

Order#CHP-2026-94821

HubDuhok Central

CUSTOMERAhmad Farhad

PHONE+964 750 XXX XXXX

ADDRESSKRO, near Duhok Univ.

MERCHANTKawa Electronics

Anker 20W Charger (Blk)14,000 IQD

Courier (2-Hour Track)3,000 IQD

COD TO COLLECT17,000 IQD

NO EXTRA COURIER FEES · بێ هەقێن ڤەشارتی

One total, no surprises

Item price and courier tariff are itemized; the COD amount to collect is the single, bold figure.

Thermal-safe design

Monochrome only, monospaced numerals, high-contrast rules — legible on low-cost thermal printers.

Bilingual trust line

"No extra courier fees" printed in English and Kurdish on every waybill.

12

Marketplace Ecosystem

Co-Branding & Social Advertising

Merchants are partners, not vendors. Every co-branded asset gives both brands equal dignity — and every ad shows the honest doorstep total.

12.1 Partner Co-Branding Lockup

Merchant logo left, a 1px PMS 656 C vertical divider, Cheapify mark and "Verified Partner" right. Both logos carry equal optical weight.

K

Kawa ElectronicsDuhok Bazaar

Cheapify

Verified Partner · فرۆشکارێ پشتڕاستکری

"Kawa Electronics — Verified Partner on Cheapify"

Approved namingMerchants may state they are a Verified Partner on Cheapify.

"Cheapify Kawa" · "Cheapify Store"

Prohibited namingMerchants may never use Cheapify in their business name.

K

Unequal weightNeither logo may dwarf or overshadow the other.

12.2 Social Ad Frameworks — Facebook, Instagram, TikTok

Every partner ad follows one structure: branded top bar with "Founding Partner Spotlight", authentic in-shop hero content, and an ink conversion card with the Blue CTA.

CheapifySponsored · Instagram 1:1

Founding Partner Spotlight

AirPods Pro (2nd Gen) · Kawa Electronics

Item price112,000 IQD

Local delivery (Duhok)3,000 IQD

Doorstep total115,000 IQD

CheapifySponsored · Facebook Feed

4 verified stores in Duhok. One honest doorstep price. No DMs, no waiting.

Best Value

CHEAPIFY.APP

Anker 20W · 17,000 IQD doorstep

CheapifyTikTok / Reels 9:16

Best Value

48,000 IQD

Doorstep total · Arrives today

12.3 Trademark, Spelling & Capitalization

Cheapify

cheapify

CHEAPIFY

Cheap-ify

Cheap-Ify

Cheap ify

Always capital C, lowercase heapify. Use Cheapify™ on first mention in press releases, legal terms of service, and merchant contracts.

13

The System in Use

Brand Applications

Reference mockups showing the identity applied consistently across stationery, digital screens, social profiles, outdoor, and merchandise.

Business Cards

Cheapify

THE BRIGHT SIDE OF CHOOSING

Shakir Bashar

Founder & CEO

+964 750 XXX XXXXshakir@cheapify.appcheapify.appDuhok, Kurdistan Region, Iraq

Letterhead & Email Signature

Cheapify

Ref: CHP/2026/014

To: Founding Merchant Partners

Duhok · 17 October 2026

Cheapify · Duhok, Kurdistan Region, Iraqcheapify.app

Shakir BasharFounder & CEO · Cheapifycheapify.appSmart Deals. Verified Sellers. One App.

Stationery rules

White paper stock, horizontal lockup top-left, Inter for body copy, Black 6 C text. Accent colors appear only in the logo and a single thin rule. No emojis in signatures.

App Splash Screens

CheapifyThe bright side of choosing

Cheapifyڕوویێ گەش یێ هەلبژارتنێ

Cheapifyالجانب المشرق للاختيار

Social Profiles

Primary avatar

Dark avatar

Campaign avatar

Facebook / X cover banner — keep the lockup in the left safe zone; profile avatars crop the lower-left corner.

Brand Pattern

A tiled field of the outline mark at low opacity. Use for packaging interiors, event backdrops, and banner fills — never behind product data or prices.

Outdoor Billboard

Same product.
Four prices.
One best deal.

Compare verified Duhok stores in seconds.

CheapifyThe bright side of choosing

Merchandise & Courier Uniform

Courier polo — solid mark, white embroidery on PMS 7689 C.

Merchant welcome mug — full-color outline mark on white.

Cheapify

Delivery tote — reversed outline mark on PMS 7689 C.

14

Control & Consistency

Governance, Assets & Tokens

Download the official master files below. Never recreate or redraw the logo by hand.

14.1 Master Asset Directory

Asset	File	Format	Color Standard
Master Brand PDF	Cheapify-LOGO.pdf	Vector PDF	PMS 7689 C & 7731 C	PDF
Primary Logo (Outline)	cheapify-logo.svg	SVG	PMS 7689 C & 7731 C	SVG
Secondary Logo (Solid)	cheapify-logo-solid.svg	SVG	PMS 7689 C mono	SVG
Design Tokens	brand-tokens.json	JSON	Core palette + scales	JSON
Comfortaa	Google Fonts	OFL	300–700	Get
Inter	Google Fonts	OFL	Variable, tabular	Get
IBM Plex Sans Arabic	Google Fonts	OFL	Native Kurdish glyphs	Get

Design Tokens — CSS

:root {
  /* Core PMS palette */
  --cheapify-blue: #298FC2;        /* PANTONE 7689 C */
  --cheapify-blue-pressed: #2177A3;
  --cheapify-green: #228848;       /* PANTONE 7731 C */
  --cheapify-green-pressed: #1A6D38;
  --cheapify-ink: #101820;         /* PANTONE BLACK 6 C */
  --cheapify-neutral: #DDE5ED;     /* PANTONE 656 C */
  --cheapify-white: #FFFFFF;
  --cheapify-base: #F4F6F8;

  /* Semantic */
  --cheapify-flash: #FFA300;       /* PANTONE 137 C */
  --cheapify-warning: #FF8200;     /* PANTONE 151 C */
  --cheapify-error: #D22730;       /* PANTONE 1795 C */

  /* Elevation (Clean Flat + Soft Depth) */
  --elev-1: 0 2px 8px rgba(16,24,32,.04);
  --elev-2: 0 8px 24px rgba(16,24,32,.08);  /* maximum */

  /* Radius */
  --radius-sm: 8px;  --radius-md: 12px;  --radius-lg: 16px;  --radius-pill: 999px;

  /* Typography */
  --font-display: 'Comfortaa', sans-serif;
  --font-ui: 'Inter', -apple-system, sans-serif;
  --font-arabic: 'IBM Plex Sans Arabic', sans-serif;

  /* Touch */
  --touch-min: 48px;
}

14.2 Brand Compliance Audit

Verify all criteria before releasing any feature, ad, billboard, or packaging batch. Click to check off.

Audit progress0 / 10

1 · Logo ConstructionPrimary Outline Mark used for all digital interfaces and the app launcher icon.

2 · Proportional ScalingWidth-only sizing with height auto, preserving the 7:9 ratio.

3 · Clear Space (X)Minimum clear space ≥ handle eyelet diameter on all sides.

4 · Exact PMS FormulationOnly PMS 7689 C, 7731 C, Black 6 C, 656 C (+ approved semantics). Zero legacy colors.

5 · Typography DisciplineComfortaa for display only; Inter with tabular-nums for prices; IBM Plex for Kurdish/Arabic.

6 · Best Value IntegrityGreen badge awarded only to the winning doorstep landed price.

7 · Touch AccessibilityAll primary touch targets ≥ 48px high.

8 · TerminologyApproved terms ("Best Value", "Doorstep Total", "Verified Partner"); no "Cheap" or "DM for price".

9 · Design LanguageClean Flat + Soft Depth: flat white surfaces, max elev-2 shadow, approved radii, no prohibited treatments.

10 · Zero-EmojiNo emoji characters anywhere; vector icons from approved sources only.