The mark
A bilingual wordmark drawn twice rather than translated once. The Latin setting splits Abu and Ahmed with a lightning bolt that doubles as the separator; the Arabic setting is drawn as one connected script where the same energy is carried by the stroke itself rather than by an inserted symbol.
Three routes
The proposal offered three directions. A Latin wordmark split by a lightning bolt. An Arabic calligraphic mark drawn vertically in gold with the Latin name set wide beneath it. And a modern Arabic wordmark with the Latin name in small capitals underneath.
Each was shown the same way, as dimensional lettering on a dark wall, so the client compared the marks and not the mockups.
Application
Shown as dimensional lettering mounted on an interior wall, in brushed metal and in gold. Both finishes are lit from above so the letterforms throw a shadow onto the wall, which is what gives a flat wordmark presence at architectural scale.
Project details
- Client Abu Ahmed
- Year 2021
- Scope Identity
- Deliverables Logo proposal in three routes, signage
