01
A building
Seven floors, set back as they rise. The name means building, and the mark is one.
In the mark · the seven slabs and the setback
Imaarat इमारत · Brand identity guidelines · v1.0
Every building, its own site.
हर इमारत की अपनी साइट।
Facts from the record. One desk. रिकॉर्ड से तथ्य। एक डेस्क।
Imaarat (इमारत, “building”) gives every commercial building its own site: facts from the public record, owners' listings floor by floor, and one accountable desk. Pilot: the Chandigarh tricity. This book sets out the mark, colour, type, patterns, elements, motion and voice, and the rules for using them.
- From the record
Every fact names its source and the day it was checked: RERA registration, occupation certificate, approved floor areas.
- Floor by floor
Owners list a unit on the floor it is on. A lit floor is one with a unit on the board right now.
- One desk
One accountable desk per building answers enquiries, checks listings and keeps the building's history.
02Idea
One tower, four ideas.
A building, a lit floor, a floor pulled from the record, and the dot in imaar.at. The mark, the colours and the patterns all trace back to these four, so nothing in the identity is there only to look good.
02
A lit floor
One floor glows sodium amber, the way a lit window at night tells you someone is in. On Imaarat, lit means available now.
In the mark · the fourth floor, in sodium
03
A floor pulled from the record
The lit floor slides out of the stack like a drawer from a register: each listing is one floor drawn out of the building's public record so you can look at it closely.
In the mark · the pull of 4.0 to the right
04
The dot in imaar.at
The lit floor shrinks to the amber dot of the address: imaar.at, the building and where it's at.
In the mark · the lit floor, as the dot
03Logo
A tower with one floor drawn out.
Seven slabs on a 32-unit grid, each one unit narrower a side than the floor below. The fourth floor is lit and pulled 4.0 to the right, so it clears the ground floor's edge by exactly one unit. The pull is the mark's only asymmetry.
Primary lockup · six grounds
Lockup: mark + Imaarat in Fraunces 600 at −1.5% + imaar.at in Manrope 700 at 0.62 of the name size, with the dot in the lit floor's colour. Hindi: mark + इमारत in Noto Serif Devanagari 700. The name sits one floor pitch (4.2) from the pulled floor. Downloads include the clear space.
Anatomy
- 01Ground floor22 wide, the widest slab. The building stands on it.
- 02Setback1.0 a side per floor, so the widths run 22, 20, 18, 16, 14, 12, 10.
- 03Gap1.6 between slabs. Slab plus gap is the pitch, 4.2: the book's unit for clear space.
- 04Lit floorThe fourth, counted from the ground. Sodium, the only colour a floor is ever lit in.
- 05Pull4.0 to the right. It clears the ground floor's edge by 1.0. Never left.
- 06Rounding0.6 on every corner of every slab: one radius.
- 07Top floor10 wide. The stack is centred on the grid; only the pull breaks the symmetry.
Master geometry · 32 × 32 grid
| Part | Value | Measured from imark.js |
|---|---|---|
| Floors | 7, ground first | |
| Slab | 2.6 tall, rounded 0.6 | |
| Gap | 1.6 (pitch 4.2) | |
| Widths | 22, 20, 18, 16, 14, 12, 10: a setback of 1.0 a side per floor | |
| Lit floor | The 4th (index 3), pulled right by 4.0, so it clears the ground floor's edge by 1.0 | |
| Centering | Stack centred on the grid; the pull is the only asymmetry |
Small mark · below 24px
Below 24px seven floors close up into a grey block. The small mark keeps all four ideas with four thicker floors: slab 4.4, gap 2.6, widths 24, 20, 16, 12, the third floor lit and pulled 5.0. It is drawn for 12 to 23px and nowhere else.
| Floors | 4 |
|---|---|
| Slab · gap | 4.4 · 2.6 (pitch 7.0) |
| Widths | 24 / 20 / 16 / 12 |
| Lit · pull | 3rd floor · 5.0 right |
Clear space
One floor pitch, x = 4.2 units, on every side of the mark and of the lockup. At 32px that is 4.2px; at 480px, 63px.
Minimum size
Master mark from 24px (8 mm in print). Small mark from 12px to 23px. Lockup from 28px tall.
Incorrect use
Building marks · drawn from each record
Every building's own site draws its mark from its record: one slab per level, ground first, each as wide as that level's approved area (never under 42%). The shopping-and-leisure podium (shops, food, cinema) is brick; everything else is glass. Tall buildings merge levels evenly so slabs stay legible: at most 8 slabs at 48px or smaller, 16 above. A building mark never lights or pulls a floor: sodium is kept for what is available now, and only the platform pulls a floor out.
Reading the catalogue…
04Colour
Colour is occupancy.
Eight colours, each with a job. Sodium means lit: available now. Glass means the record. Brick means a problem in it. Concrete is what's gone. Limestone, ink and night carry everything else, and sodium stays under 8% of any layout.
Proportion across a typical page
Contrast, measured
Computed in your browser from the hex values, WCAG 2.
Text needs 4.5:1, graphics 3:1. Sodium on limestone fails both, so sodium is never text on light: it marks, and ink or a label carries the meaning beside it.
The state system · floors, listings, records
As a floor ruler · example building
On night
Floor uses · on a building's own site
On a building's site the floor stack, zone keys and unit-type chips tell uses apart by material, never by sodium, so lit always means available now. Text on a use tint is set in that use's deep shade. A floor with live listings keeps its use tint and gains sodium: a sodium edge and the count chip.
05Type
A serif for buildings, a sans for facts.
Fraunces sets names and headlines, the way a building's name is cut over its door. Manrope sets everything you read and every number you check. Hindi pairs them with Noto Serif and Noto Sans Devanagari, written, not translated.
Display · Fraunces
Aa
Imaarat · Sushma Infinium
ABCDEFGHIJKLM
abcdefghijklm 0123456789
Text and UI · Manrope
Aa
Floors from the record
ABCDEFGHIJKLM
abcdefghijklm ₹ 0123456789
Display · Noto Serif Devanagari
इमारत
हर इमारत की अपनी साइट।
अ आ इ ई उ ऊ ए ऐ ओ औ
क ख ग घ च ज ट ड त द न प म र ल स
Text · Noto Sans Devanagari
अआ
रिकॉर्ड से तथ्य। एक डेस्क।
मुफ़्त लिस्ट करें। आपका नंबर निजी रहता है।
० १ २ ३ ४ ५ ६ ७ ८ ९ · 0123456789
The scale
DisplayFraunces 600 · 72/72 · −1.5%
Every building, its own site.
हर इमारत की अपनी साइट।
HeadingFraunces 600 · 40/44
Floors from the record
रिकॉर्ड से मंज़िलें
TitleFraunces 600 · 24/30
Sushma Infinium, Zirakpur
सुषमा इन्फिनियम, ज़ीरकपुर
BodyManrope 400 · 17/27
Registered with Punjab RERA as PBRERA-SAS79-PC0014. Approved floor areas are from the sanctioned building plans.
पंजाब RERA में PBRERA-SAS79-PC0014 नंबर से रजिस्टर्ड। मंज़िलों का क्षेत्रफल स्वीकृत नक्शों से है।
UIManrope 600 · 15/20
List free · Ask the desk · Floor 3
मुफ़्त लिस्ट करें · डेस्क से पूछें · तीसरी मंज़िल
LabelManrope 700 · 12 · uppercase · +12% · Hindi 13.5, no caps, no tracking
Record · checked 5 Nov 2026
रिकॉर्ड · 5 नवंबर 2026 को जाँचा गया
Figures · tabular numerals
₹1.25 Cr · 1,240 sq ft (115 m²) · PBRERA-SAS81-PC0045 · 5 Nov 2026
Money in the Indian system (₹12,40,000 · ₹1.25 Cr). Area in sq ft, with m² beside any figure from the record. Dates as 5 Nov 2026. Record numbers exactly as the authority prints them.
Proportional
- ₹1,18,50,000
- ₹12,40,000
- ₹9,11,111
- ₹1.25 Cr
Tabular · use this
- ₹1,18,50,000
- ₹12,40,000
- ₹9,11,111
- ₹1.25 Cr
06Patterns
Textures drawn from real things.
Four patterns: lit windows, the register, the land under the map and the buildings themselves. Each is built from the mark's slab or from a record, never invented to fill space. One per surface, cropped never scaled, text only on a solid panel; over a photo, a night scrim of at least 60%.
Empty state
No owner listings yet. List yours free.
अभी मालिकों की लिस्टिंग नहीं। अपनी मुफ़्त लिस्ट करें।
Record
PBRERA-SAS81-PC0045
Punjab RERA · checked 5 Nov 2026
Pattern rules
- One pattern per surface. Never combine two.
- Crop, never scale: a slab stays a slab-sized slab.
- Text only on a solid panel. Over a photo, a night scrim of at least 60%.
- Sodium in a pattern is a few lit windows on one floor. Never a field of it.
- Contours and skyline come from data. Regenerate them; never draw them by hand.
07Elements
A small kit of parts.
The mark taken apart: the slab, the pull and the lit floor become rulers, dividers, chips, bullets, markers and icons. Use them for interface, emphasis and wayfinding.
Floor ruler
Levels top to ground. Lit, checked and let floors read at a glance; the lit one is pulled.
Slab divider · progress
Seven slabs, n lit. A divider when empty, a progress bar when counting.
State chips
A slab in the state's colour, then a label. The label carries the meaning.
Record chip
Number, authority, the day it was checked. Glass when it holds, brick when it doesn't.
Pulled-floor bullet
- Facts from the record
- Owners' listings, floor by floor
- One accountable desk
A slab pulled right. Always right.
Map marker · stalk and label
Limestone on a night chip at the roof, a stalk to the ground. Buildings on Imaarat stand lit; the rest of the city stays unlit. Far away, the chip keeps only the name.
Building card · the listing count is an example
Buttons and focus
Primary: glass with white text on light, sodium with ink text on dark. Secondary: an outline. Focus: 3px sodium with a 2px inner ink ring, since sodium alone is 1.9:1 on limestone.
Icon family · 24px grid · 1.6 stroke · built from slabs
08Motion
Lights, not flourish.
Motion says something arrived or switched on. Floors arrive from the ground up, the lit floor turns sodium, then it pulls out. Nothing loops or breathes: buildings stand still.
Reduced motion is on: holding the final frame.
| Motion | Duration | Easing | Where |
|---|---|---|---|
| Floors arrive, ground up | 220ms each, 70ms apart | ease-out | The mark on load, a building on its own site |
| Lit floor turns sodium | 160ms | linear | After the last floor lands; a listing going live |
| Lit floor pulls out | 260ms | cubic-bezier(.2,.7,.2,1) | Opening a listing from the floor explorer |
| Map fly-to | 1600ms | ease-in-out | Choosing a building on the hub map |
| Building rises on the map | 600ms | ease-out | The 3D map as a building comes into view |
With reduced motion on, every animation holds its final frame. Nothing pulses, loops or glows.
09Applications
In the tricity.
The system at work: app icons and favicons, a building's own site header, the share card, the notice-board poster, a listing on WhatsApp, the map, and the desk each building runs.
10Voice
Plain, sourced, in both languages.
We sound like a good building manager: we say where a fact came from and when, we say the inconvenient part, and we never sell adjectives. Hindi is written for Hindi readers, not translated word for word.
Say where it came from, and when
Name the record and the date it was checked.
Say
Registered with Punjab RERA as PBRERA-SAS81-PC0045. Checked 5 Nov 2026.
पंजाब RERA में PBRERA-SAS81-PC0045 नंबर से रजिस्टर्ड। 5 नवंबर 2026 को जाँचा गया।
Not
RERA-approved premium spaces!
RERA-अप्रूव्ड प्रीमियम स्पेस!
Say the inconvenient part
If the record shows a problem, it goes first, in plain words.
Say
The occupation certificate was revoked in July 2024; the developer is contesting it.
ऑक्यूपेशन सर्टिफ़िकेट (OC) जुलाई 2024 में रद्द कर दिया गया था; डेवलपर इसे चुनौती दे रहा है।
Not
Possession-ready, all approvals in place.
पज़ेशन के लिए तैयार, सारी मंज़ूरियाँ मौजूद।
Tell owners what happens
Short sentences, real verbs, what it costs and what we keep private.
Say
List free. Your number stays private.
मुफ़्त लिस्ट करें। आपका नंबर निजी रहता है।
Not
Hassle-free listing experience.
झंझट-मुक्त लिस्टिंग अनुभव।
Numbers the Indian way
Lakh and crore, sq ft with m² beside record figures, day month year.
Say
₹12,40,000 · ₹1.25 Cr · 1,240 sq ft (115 m²) · 5 Nov 2026
₹12,40,000 · ₹1.25 करोड़ · 1,240 sq ft (115 m²) · 5 नवंबर 2026
Not
₹1.24M · 1240sqft · 11/05/26
₹12.4 लाख रुपये मात्र · 115.2 वर्ग मीटर
Sentence case, and write Hindi
Capitals only where English needs them. Keep the words people use: RERA, OC, sq ft.
Say
Every building, its own site.
इस इमारत का OC 2019 में मिला।
Not
Every Building, Its Own Site.
इस भवन का अधिभोग प्रमाण-पत्र वर्ष 2019 में प्राप्त हुआ।
Glossary · the words we use, and how
- RERA रेरा
- The Real Estate (Regulation and Development) Act, 2016. Each state's authority registers projects and gives them a number, like Punjab's PBRERA-SAS81-PC0045. We print the number exactly and link to the authority's page.
- OC ऑक्यूपेशन सर्टिफ़िकेट
- Occupation certificate: the authority's permission to occupy a finished building. If it was refused, revoked or never applied for, we say so first. Write “OC” after the first use.
- pre-RERA
- Completed before RERA began in 2017, so there is no RERA number to check against. Not a problem in itself: shown in concrete, as a neutral record, with the completion year and the source the facts came from.
- Carpet vs super area कार्पेट / सुपर एरिया
- Carpet area is the usable floor inside a unit's walls, as RERA defines it. Super area adds a share of lobbies, corridors and services, so it is always larger. We always say which one a figure is.
- Let किराये पर
- Rented out. A let or sold unit stays on the building's history in concrete, unlit; it is never deleted.
- Cr · L करोड़ · लाख
- Crore and lakh: ₹1 Cr = ₹1,00,00,000 and ₹1 L = ₹1,00,000. Write ₹1.25 Cr and ₹12.4 L, or the full figure with Indian commas: ₹12,40,000.
11Customize
Draw the mark.
Start from the master, the small mark or any catalogued building, then move the sliders. The rules stay on: the tool tells you when a change breaks one. Copy the SVG or the settings when you land on something.
Preset
Colourway
12Appendix
Files, fonts and sources.
Everything here is served from imaar.at itself: no font services, no trackers, no third-party requests.
Files
- /favicon.svgFavicon, vector
- /favicon.icoFavicon, 16 · 32 · 48
- /apple-touch-icon.pngHome-screen icon, 180
- /icon-512.pngApp icon, 512
- /og.pngShare card, 1200 × 630
- /static/brand/marks/imaarat-mark.svgMaster mark, ink and sodium
- /static/brand/marks/imaarat-mark-night.svgMaster mark on night
- /static/brand/marks/imaarat-mark-mono.svgOne ink, for stamps
- /static/brand/marks/imaarat-mark-small.svgSmall mark, 12–23px
- /static/brand/marks/imaarat-tile.svgApp tile on night
- /static/brand/contours.svgContours pattern, from the terrain
- /static/brand/imark.jsThe mark generator
- /brand/data.jsonEvery building's floors, from its record
Fonts and licences
| Family | Use | Licence |
|---|---|---|
| Fraunces | Display, names, the wordmark | SIL OFL 1.1 · Undercase Type |
| Manrope | Text, UI, labels, figures | SIL OFL 1.1 · The Manrope Project Authors |
| Noto Serif Devanagari | Hindi display, the Hindi wordmark | SIL OFL 1.1 · The Noto Project Authors |
| Noto Sans Devanagari | Hindi text and UI | SIL OFL 1.1 · The Noto Project Authors |
Self-hosted as subset woff2 in /static/fonts. Licence texts: OFL-LICENSES.txt.
Sources
- Rules
sites/brand/BRAND.mdv1.0, the source of truth. This book only shows it. - Marks
static/brand/imark.js, drawing every mark on this page, in your browser. - Buildings Each building's floors and approved areas from its RERA registration and sanctioned plans, via /brand/data.json.
- Terrain AWS Terrain Tiles (Terrarium encoding), the same tiles under the hub map; contours by
tools/make_contours.py.