(Journal)

Notes on identity.

Essays, case studies and process notes from the studio. In English and Arabic, once a week.

Decoration or identity?

Most brands in the region don’t have an identity problem. They have a decoration problem.

Designing Arabic and English as one voice, from the first sketch.

How a shipping company found one clear visual voice.

It speeds up the thinking. It never replaces the taste.

What we ask every client before drawing a single line.

A logo is one of twelve parts. Here are the other eleven.

(The letter)