How M&R Edge Studios looks and sounds
One reference for anyone designing, writing or partnering with us — so every surface reads as the same brand.
The brand in one line
A culturally-native AI video studio that turns one idea into a finished, publishable short — in the accents, languages and styles African creators actually use.
Culturally native
The default is African, not an add-on region.
Creator-first
Every feature ends in something you can post.
Fairly priced
Local currency, purchasing-power adjusted.
Logo
Do
- Keep clear space of at least the height of the mark on every side.
- Use the full lockup where space allows; the mark alone for avatars and app icons.
- Place the mark on the deep canvas or on a plain light surface.
Don't
- Don't recolour, stretch, rotate or add effects to the mark.
- Don't place it on a busy photograph without a scrim behind it.
- Don't rebuild the wordmark in another typeface.
Colour
The palette is dark-first. Forest green carries action, gold marks value and achievement, coral signals creative energy. Use the design tokens rather than raw hex values so light mode and theming keep working.
Forest Green
Primary — actions, links, brand anchor
hsl(158 64% 40%) · bg-primary
Warm Gold
Secondary — highlights, premium, achievement
hsl(43 96% 56%) · bg-secondary
Vibrant Coral
Accent — energy, creative moments, alerts
hsl(14 90% 58%) · bg-accent
Deep Canvas
Background — the default dark surface
hsl(150 20% 4%) · bg-background
Card Surface
Cards and raised panels
hsl(150 15% 8%) · bg-card
Ivory
Foreground text on dark surfaces
hsl(45 30% 95%) · text-foreground
Gradients
Primary
var(--gradient-primary)
Gold
var(--gradient-gold)
Coral
var(--gradient-coral)
Typography
Display / headings — Space Grotesk
From script to screen in minutes
Body — Inter
Body copy stays at 16px or larger, with generous line height. Keep paragraphs under three lines on mobile.
Arabic & RTL — Tajawal / Cairo
استوديو الفيديو بالذكاء الاصطناعي
- Headings: bold, tight tracking, sentence case. Never all-caps for long headings.
- Small labels and eyebrows: uppercase, wide tracking, 11–12px, bold.
- Numerals stay left-to-right even on RTL screens.
Tone of voice
Do
- Speak to the creator directly — “your video”, “your audience”, not “users”.
- Lead with the outcome: a finished, publishable video.
- Name the culture specifically — Nollywood, Afrobeats, Pidgin, Nairobi, Lagos.
- Be plain about money: prices in local currency, no hidden charges.
- Aspirational but concrete. Ambition backed by a working feature.
Don't
- Don't use generic AI-startup language — “revolutionise”, “unleash”, “game-changer”.
- Don't treat Africa as one market. Regions and languages are named individually.
- Don't promise reach, virality or earnings we cannot deliver.
- Don't use engineering vocabulary in creator-facing copy.
- Don't caricature culture — reference it the way people in it would.
Naming & legal
Need logos, screenshots or boilerplate?
The press kit has fast facts and copy-paste attribution.