Abrandidentityisnotalogo
The logo is where an identity starts, not where it ends. Here is what we build around it so a brand holds together everywhere.
Many people ask for "a new logo" when they mean something bigger: to be recognised at first glance, on a shop sign, in an Instagram post and in a pitch to an investor. A logo alone cannot do that. An identity can.
Where do we start?
We start with questions, not pens. Who is the audience? What sets the brand apart from its competitors? What feeling should stay after every encounter with it? The answers become the brand platform, and the design is its translation.
The parts of an identity
An identity is a system of parts that work together. Each has a role, and when one is missing the rest get weaker.
- The logo and its versions
- Colours and how much of each
- Arabic and Latin typefaces
- Patterns and supporting graphics
- Photography style and tone of voice
Arabic type first
In the Saudi market the Arabic typeface is the brand's first face. We choose it carefully and test it at small and large sizes before any other decision.
A strong identity is recognised even when the logo is hidden.
The brand guide
Every project ends with a clear guide that shows how the parts are used and how they are not, with ready examples for everyday use: business cards, templates and posts. The guide is what protects the identity after we hand it over.
In short
Investing in an identity is investing in every conversation to come. A beautiful logo catches the eye once; a coherent identity builds trust every time.
