AlmaraBrand guidelinesv2.1
Claims settled before the file gets cold
- Version
- 2.1 · Mar 2026
- Discipline
- AI solutions
- Sector
- Health insurance
- Prepared by
- Berke Tok
Foundations
Claims adjudication for a health insurer: the routine majority settle themselves, and the rest reach a reviewer with the rules already applied.
1.1Purpose
A doorway inside a doorway. Every claim passes through the same rules, and the mark is the shape of that passage: two arches held five units apart all the way round.
1.2Audience
Who it is for
Members filing a claim, and the reviewers and providers on the other side of it.
Positioning
For members who expect a claim to move on its own. Unlike portals that ask for the same form twice, Almara applies the policy the moment a claim arrives.
1.3Principles
- P1
Benefits as rules
Policy wordings became a versioned rule set with dates, limits and exclusions, so an outcome traces to a clause rather than to a colleague.
- P2
Adjudicate on arrival
Eligibility, coding and pricing run the moment a claim is submitted. Anything clean and inside limits is priced and approved without joining a queue.
- P3
A reviewer’s file, pre-built
Claims that need judgement arrive with line items, rules applied, provider history and the single question that needs answering.
Voice
How Almara sounds in product, support and marketing. One voice; the tone moves with the moment, not the channel.
2.1Traits
Settled
We describe what has already happened before what might. A decision leads; the reasoning follows.
Plain
Clinical and policy terms are translated once, at the point they matter, then used consistently.
Accountable
Every outcome names the rule that produced it, so a member can disagree with something specific.
2.2Say this, not that
- Say
Approved. AED 640 will reach your account on Thursday.
NotYour claim has been successfully processed!
- Say
We need the referral letter from Dr Haddad.
NotAdditional documentation may be required.
- Say
Declined under clause 4.2: dental cover starts after 6 months.
NotUnfortunately your claim could not be approved at this time.
2.3House style
- 01AED 1,250.00 with the currency first
- 02Dates as 12 Mar 2026
- 03Clause numbers in full, never “the policy”
Logo
One mark, one wordmark, one horizontal lockup. The mark is drawn on a 48-unit grid and is never redrawn, only scaled.
3.1Lockups
3.2Construction
Construction circles and the 4-unit grid the mark is drawn on.
- Grid
- 48 units, 4-unit subdivisions
- Construction
- 3 circles, radii 18 / 11 / 6
- Lockup
- Mark 132 : word 417 units wide
- Gap
- 48 units between mark and word
3.3Clear space and size
Shown at true size. Below these the mark fills in and the word loses its counters.
3.4Misuse
Do not stretch or squash
Do not rotate
Do not recolour
Do not outline
Do not add effects
Do not set on low contrast
Colour
Four colours with fixed roles. Values are the source of truth for screen; print is proofed against the CMYK starting points below.
4.1Palette
- PrimaryAlmara Green
- HEX
- #0F6B62
- RGB
- 15 107 98
- HSL
- 174 75% 24%
- OKLCH
- 47.6% 0.080 184
- CMYK
- 86 0 8 58
- On it
- Limestone
- GroundDeep Teal
- HEX
- #0A3A35
- RGB
- 10 58 53
- HSL
- 174 71% 13%
- OKLCH
- 31.6% 0.050 185
- CMYK
- 83 0 9 77
- On it
- Limestone
- TintMint
- HEX
- #D8EDE8
- RGB
- 216 237 232
- HSL
- 166 37% 89%
- OKLCH
- 92.9% 0.023 180
- CMYK
- 9 0 2 7
- On it
- Deep Teal
- PaperLimestone
- HEX
- #F4F1EA
- RGB
- 244 241 234
- HSL
- 42 31% 94%
- OKLCH
- 95.9% 0.010 87
- CMYK
- 0 1 4 4
- On it
- Deep Teal
4.2Proportion
Share of a typical surface. Primary is an accent even where it leads.
4.3Tonal scale
Derived from Almara Green in linear light, for charts, states and illustration. Never for the mark.
- 50EFF2F1
- 100E3E8E7
- 200C8D1D0
- 300A7B7B5
- 4007A9793
- 5000F6B62
- 6000D6159
- 7000A574F
- 800074A43
- 900043A34
4.4Contrast
WCAG 2.2 ratios. AA needs 4.5:1 for text, 3:1 for large text and icons.
- Aa11.15:1AAA
- Aa10.30:1AAA
- Aa1.98:1Fail
- Aa1.08:1Fail
- Aa5.64:1AA
- Aa11.15:1AAA
- Aa5.64:1AA
- Aa5.21:1AA
- Aa1.98:1Fail
Typography
Manrope for everything, from display to captions. One family keeps the product and the marketing in the same voice.
5.1Typeface
Manrope
Semibold 640 · Regular 400
5.2Scale
Base 16 px, ratio 1.25. Line height tightens as size grows.
- Display49 / 1.08 / -3%Claims settled before the file gets cold
- Heading 139 / 1.2 / -1.5%Claims settled before the file gets cold
- Heading 231 / 1.2 / -1.5%Claims settled before the file gets cold
- Heading 325 / 1.2 / -1.5%Claims settled before the file gets cold
- Lead20 / 1.5 / 0%Claims settled before the file gets cold
- Body16 / 1.5 / 0%Claims adjudication for a health insurer: the routine majority settle themselves, and the rest reach a reviewer with the rules already applied.
- Caption13 / 1.5 / 0%Claims adjudication for a health insurer: the routine majority settle themselves, and the rest reach a reviewer with the rules already applied.
5.3Setting
Sentence case
Headings, buttons and labels. Title case only for product names.
Tabular figures
Every amount, time and count, so columns line up and values do not jump.
60–75 characters
Running text measure. Short labels may run to the edge of their container.
Layout
Two grids and one spacing scale cover every screen. Print uses the same 12 columns on the A-series.
6.1Grid
6.2Spacing
A 4 px base. Components step on 4 and 8; sections on 48 and up.
- space-14 px
- space-28 px
- space-312 px
- space-416 px
- space-524 px
- space-632 px
- space-748 px
- space-864 px
- space-996 px
Interface
The identity carried into the product: tokens first, then the handful of components every screen is made from.
7.1Tokens
- radius.sm
- 5 px
- radius.md
- 10 px
- radius.lg
- 15 px
- focus
- 2 px #0F6B62 · 2 px offset
- elevation.1
- 0 1 2 / 8%
- elevation.2
- 0 12 32 / 14%
- motion.fast
- 160 ms · ease-out
- motion.base
- 240 ms · ease-out
- hit target
- 44 × 44 px
7.2Components
Live components, set in the brand typeface with the tokens above.
7.3In product
Applications
Where the rules meet the world. When something here is not covered, follow the checklist and keep the lockup clear.
8.1In context
8.2Checklist
Before anything ships.
- The lockup is at least 18 px tall on screen and 8 mm in print.
- Clear space around the lockup is at least half the mark’s height on every side.
- Body text is Deep Teal on Limestone: 11.2:1, AAA.
- Almara Green can carry text on Limestone (5.6:1).
- Headings use Manrope; amounts use tabular figures.
- Copy follows the house style in 2.3, starting with “AED 1,250.00 with the currency first”.