The client
Blue Jay Property Management works to maximise landlords' rental income and reduce the cost of managing property. The team handles tenant screening, rent collection, maintenance coordination and financial reporting.
The brief
Mutasem needed a logo that reflected the company's values and goals as he established the business in Dubai. I make sure I understand the client's vision before starting, and design towards the specific audience.
The challenge
Setting clear expectations for the finished product, meeting every requirement, and producing design to the standard of the Dubai market.
Logo meaning
The symbol joins two ideas: the Burj Al Arab, as the icon of Dubai, and the wing of the bird. The face of the blue jay is drawn with a gentle eye to give the feeling of home, and its curve echoes the letter B, the first letter of the name.
A half circle behind it stands for the sun, the company moving towards a brighter future. The shapes end in sharp angles and triangles to give the mark strength and presence.
The mark
A jay in flight reduced to angular facets, built from straight cuts rather than curves so it holds an edge at small sizes and in single colour. Arabic and English are set together throughout at matched weight.
Colour and type
Yellow #FFCB05 leads, the most visible colour in the spectrum and the one people read as optimism, anchored by two blues, #11296B and #00509D, for stability, trust and reliability. The proposal pairs Acumin Variable Concept with Cascadia Code.
The logo proposal ran to 27 pages, covering the meaning of the mark, the colour and type rationale and alternative colourways in purple and sky blue, before the identity moved on to business cards, letterhead, press ads and social media.
Tools
Illustrator and Photoshop.
Project details
- Client Mutasem · Blue Jay Property Management
- Year 2021 – 2022
- Scope Brand, stationery and logo
- Deliverables Logo, stationery, press ads, social media
