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Brand & identity

Brand Identity & Logo

Brand identity and logo design for Egypt, Saudi Arabia and the Gulf — a mark, palette and type system that hold in Arabic and Latin, from favicon to shop sign.

A logo is the smallest part of an identity and the part that gets tested hardest. It gets drawn as one clear idea with no fine detail to lose, proven at both extremes, and handed over with the palette, type and usage rules that keep it consistent once other people start reproducing it.

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Arabic and Latin lockups, drawn together
Print and screen production files
Usage rules a printer can follow

Jawhara construction identity by Aya Elfeky — a gold diamond-and-tower monogram on deep navy with matched Arabic and Latin lockups — Jawhara — the monogram with its matched Arabic and Latin lockups.

What you get

An identity, not a single file

A logo on its own drifts the moment someone else has to use it. These six pieces are what keep it intact.

The primary mark

Drawn as one closed idea with no fine detail to lose, judged at thumbnail size first and then proofed large. What survives both is what you get.

Arabic and Latin lockups

Both drawn alongside each other rather than one after the other, so they carry the same optical weight and neither version reads as a translation.

Colour palette

Real values for every surface the mark lands on — screen, print and single colour — so it looks like the same brand in a browser and on a printed box.

Type system

Arabic and Latin faces chosen together, with a size scale that holds from a business card up to a storefront sign.

Clear space and minimum size

The rules that stop the mark drifting: how much air it needs, how small it is allowed to go, and what it should never sit on top of.

Production files

Vector and raster exports in the formats a printer, a sign maker or a developer actually asks for, with a short usage sheet they can follow without you in the room.

How it runs

Four stages, and you see the work at each one

Nothing is drawn in visual detail before the idea behind it is agreed.

Discovery

We go through the company, the market it sells into and every place its name physically appears — signage, packaging, a storefront, a document.

Sketching

The mark is sketched by hand and judged at thumbnail size, because a mark that holds together small holds together everywhere else.

Proofing

The shortlist gets tested where it has to live: shrunk to a favicon, blown up to hoarding scale, reversed out of a dark ground, printed in one colour. Anything that breaks is redrawn.

Handover

Production files, colour references and the spacing rules go to you — and to whoever produces the work next.

At a glance

The practical details

Typical timeline

Identity work runs about a week on its own, and longer when packaging or a full store is part of the same project. You get a real timeline in writing before anything starts.

Revision rounds

One to three depending on the package, built into the timeline rather than billed as extras afterwards.

You keep

The editable source files and every export, plus the usage rules — all of it yours at handover.

Tools & platforms

Illustrator · Photoshop · InDesign

Every project is quoted after we talk. See how packages are put together.

Related work

An identity built this way

Case study Jawhara A monogram drawn for a site hoarding and a business card

Everything else All projects Identities, storefronts and landing pages

Questions

Before we start on a mark

What do I actually receive at the end?

The primary mark and its lockups as editable vector files, exports in the formats printers and developers ask for, the colour values for screen and print, the type scale, and a short usage sheet covering clear space and minimum size. You keep the source files.

Do you design the Arabic and the English versions?

Both, and they are drawn alongside each other rather than one being fitted to the other afterwards. That is what stops the Arabic looking like a caption underneath a Latin logo — the usual giveaway that it was added late.

I already have a logo. Can you work with it?

Yes. If it holds up, we build the palette, type and usage rules around it and leave the mark alone. If it breaks at small sizes or in a single colour, I will show you exactly where before suggesting a redraw.

How many directions do I see?

A short shortlist rather than a wall of options — enough to make a real decision, few enough that each one has already been tested small, large and in a single colour before it reaches you.

Can the identity come with the store?

That is how most projects run. The identity is settled first and the storefront, packaging and social templates are then designed inside it, quoted as one project rather than stacked separately.

Other services

Pair it with

Most projects combine two or three — tell me what you sell and I will scope the closest fit.

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