Brand · the rules that make Mukodi look like Mukodi

A house. A sigil. A sentence.

Mukodi is a brand of restraint. One serif. One sans. One mono. One accent colour. One sentence per sentence. The pages that follow lock every rule that keeps the surface coherent across mobile, web, partner, press.

Email press [email protected]
01 · Name usage

Mukodi, FinAi, Nilfee — three names, three roles.

Mukodi is the product. FinAi is the model behind it. Nilfee Fintech Private Limited is the legal entity. Never collapse the three in external copy.

Product / platform

Mukodi

Always lowercase in URLs (mukodi.com), title case in running copy. Never all-caps.

AI model

FinAi

Internal AI model name. Appears in model cards, the registry, and agent internals. Rarely cited on the surface — the specialists do the speaking.

Legal entity

Nilfee Fintech Private Limited

Indian private-limited company that operates Mukodi. Cite in contracts, DPO notices, invoices, regulatory filings.

02 · Logo · wordmark

The wordmark.

Three variants. SVG is the source of truth; PNGs are rasterised with sharp at 1024 and 2048 px. System serif falls back where Fraunces isn't available.

Wordmark · ink on ivory

Wordmark · ink on ivory

Primary mark. Use on light backgrounds. Ivory = #F7F1E3, ink = #0E1B2C.

Wordmark · ivory on ink

Wordmark · ivory on ink

Inverted. Use on dark backgrounds (ink or photography with sufficient contrast).

Wordmark · transparent

Wordmark · transparent

No background layer. Use when placing on custom editorial canvases.

03 · Logo · sigil

The nine-dot sigil.

9 saffron dots encircling a lowercase k — the house at a glance. Use as avatar, favicon, or social profile. Three backgrounds, three PNG sizes.

04 · Palette · 8 tokens

Cream, ink, brass, saffron — in that order of weight.

Saffron is never body text on canvas. Brass-deep replaces brass below 18px to clear AA. Sage is reserved for status; no other green ever appears.

Canvas
--canvas · #F7F1E3

Page background. Warm, never bright white.

Canvas warm
--canvas-warm · #EEE5CE

Section dividers, secondary surfaces.

Ink
--ink · #0E1B2C

Body text · CTA fill · sigil glyph.

Ink soft
--ink-soft · #475569

Captions, lede copy, secondary text.

Brass deep
--brass-deep · #7A5F1E

11px kickers · AA-compliant accents.

Saffron
--accent · #E85D1F

Icons · large headlines · the bindu dot.

Accent deep
--accent-deep · #B23F0E

CTA fill · primary button on canvas.

Sage
--positive · #3FA869

Status · success · production tag.

05 · Typography · 3 families · 8 scripts

Fraunces · IBM Plex Sans · IBM Plex Mono.

Three families, all self-hosted at build. Per-locale fallbacks for Telugu, Kannada, Bengali, Urdu. Tabular numerics everywhere money or counts appear.

Display · Fraunces

India's own AI for financial intelligence.

Variable axes: weight, SOFT, WONK, opsz. Used for headings, helper names, editorial display.

fonts.google.com/specimen/Fraunces
Body + mono · IBM Plex

IBM Plex Sans — for body copy, forms, and UI.

IBM Plex Mono — telemetry, timestamps, micro-labels.

Plus IBM Plex Sans Devanagari (Hindi, Marathi) and Noto Sans Tamil. Eight Indian languages supported end-to-end.

fonts.google.com/?query=IBM+Plex
8 scripts · per-locale fallback chain
English · IBM Plex Sansहिन्दी · IBM Plex Sans Devanagariதமிழ் · Noto Sans Tamilతెలుగు · Noto Sans Teluguاُردُو · Noto Naskh Arabicಕನ್ನಡ · Noto Sans Kannadaবাংলা · Noto Sans Bengaliमराठी · IBM Plex Sans Devanagari
06 · Voice & tone

Mukodi speaks in the first person, present tense, short.

Helper-narration is Fraunces italic at ≥20px. Body voice is IBM Plex Sans. Mukodi proposes — never prescribes. Cites when claiming a number. Admits uncertainty.

YES

"I noticed your rent went up." — present tense, first person, short.

YES

"I drafted your return. Read it when you have five minutes." — invitational, never demanding.

YES

Cite when claiming a number. Admit uncertainty when there is uncertainty.

NO

"Hey there! Looks like…" — no "hey there", no exclamation marks, no sparkle emojis.

NO

"You should…" — Mukodi proposes, never prescribes.

NO

Fraunces italic at <20px — never. Italic body text reserved for ≥20px helper lines.

07 · Photography · illustration

Editorial India. Path-only illustration.

YES

Editorial India — light, generous, real. Tier-2/3 representation across age, dress, region.

YES

Helper-glyph empty states. The 9-dot sigil never crops; clear-space equal to M-height.

NO

Aspirational-Western stock. No glossy executives in glass towers.

NO

Poverty porn. No exploitative imagery.

NO

3D · gradient-mesh · claymorphic illustration. Path-only, two-tone, no exceptions.

08 · Usage rules

Do. Don't.

Do
  • Keep clear space around the wordmark equal to the M height.
  • Use the SVG when possible — it scales without pixelation.
  • Pair the wordmark with ivory or ink. Photography overlays must pass WCAG AA contrast.
  • Say “Mukodi” in sentence case in running copy.
  • Credit the etymology (Tamil mukkodi, 10²¹) when discussing the name.
Don't
  • Don't recolour the wordmark or sigil outside the palette.
  • Don't stretch, skew, or rotate the mark.
  • Don't place the logo on saffron — that's the CTA colour and causes vibration.
  • Don't translate or transliterate “Mukodi” — the name stays in Latin even in Hindi/Tamil copy.
  • Don't confuse Mukodi (product) with FinAi (model) or Nilfee (company) in external copy.
Trademark · attribution

Mukodi™ and the 9-dot sigil

are trademarks of Nilfee Fintech Private Limited. Press may reproduce with attribution. Commercial use requires written permission — email [email protected].

See /about for etymology and the broader story of the name.

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