Bassam Al Derazi Design Studio
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Level Up

Client
Level Up Training Center
Year
2025

Identity for Level Up Training Center: a hexagon, a circle and a square drawn into the P of UP, a responsive logo, a palette led by deep purple and turquoise, and Alexandria for Arabic and Latin.

Role
Logo, responsive logo, visual identity, applications

Level Up Training Center offers professional certifications across industrial, technology, business marketing, and banking and finance sectors.

Brief

Three values run through the brief: precision, in programmes that meet industry standards; inclusivity, with equal opportunities for all backgrounds; and intelligence, through AI and the latest technologies.

Brief board on lavender: a paragraph on Level Up Training Center’s certifications, with precision, inclusivity and intelligence in bold, underlined type.
Brief

Logo rationale

Each value takes a shape: a hexagon for intelligence, a circle for inclusivity and a square for precision. Drawn together they form the P of UP, and the angled cut inside it is marked Level Up (Growth).

Logo rationale on deep purple: a white hexagon for Intelligence, an orange circle for Inclusivity and a turquoise square for Precision.
Three shapes
Logo rationale in orange outline on white: two circles joined by diagonals around a square, labelled Intelligence, Inclusivity and Precision.
Shapes combined
Logo rationale on white: the P of UP in deep purple with a turquoise stem, its parts labelled Intelligence, Inclusivity, Precision and Level Up (Growth).
Logo rationale

Logo

LEVELUP is drawn in heavy capitals with clipped corners. The U and P lock together, the P’s stem picked out in turquoise, above TRAINING CENTER.

The logo on white: LEVELUP in heavy deep purple capitals with clipped corners, the U and P joined and the P’s stem in turquoise, over TRAINING CENTER.
Logo construction
The logo in white on turquoise: LEVELUP in heavy capitals with clipped corners over TRAINING CENTER.
Logo on turquoise

Responsive logo

The logo steps down from the full form to a short form, stacked or on one line, then to the UP monogram and a favicon.

Logo responsiveness: the full form with TRAINING CENTER, a short form stacked and on one line, the UP monogram and a favicon, in purple and turquoise on white and pale grey rows.
Logo responsiveness

Colour and type

Deep purple #31006F (Pantone 2685 C) leads, with orange #FF6C0E (Pantone 1585 C), red-orange #FF4713 (Pantone 172 C), turquoise #19D3C5 (Pantone 3255 C) and lavender #8A84D6 (Pantone 2715 C). Alexandria covers Arabic and Latin in nine weights, shown here in طوّر مهاراتك, develop your skills.

Colour palette: a large deep purple block over orange, white, lavender, red-orange and turquoise blocks, the colours listed with Pantone, hex, RGB, HSB and CMYK values.
Colour palette
Corporate fonts board: Alexandria for Arabic and Latin in 9 weights, with LEVEL in large cyan letters crossed by طوّر in deep purple and مهاراتك in red-orange.
Corporate fonts

Applications

Stationery, business cards, signage, outdoor posters, a tote bag, a polo shirt and a water bottle. In the line Master your future, upskill today, the UP monogram starts the word UPSKILL. The tote carries chevrons pointing up and to the right, and the polo a large P in diagonal stripes.

Level Up stationery on purple: a clipboard with a white letterhead and turquoise dot grid, a purple card reading Master your future, upskill today, and a smaller logo card.
Stationery
Two stacks of Level Up business cards on purple: white backs with the UP monogram and contact details, and purple fronts with the logo.
Business cards
A square purple sign projecting from a white building, with the stacked logo: LEVEL over UP in white, the P’s stem and TRAINING CENTER in turquoise.
Signage
Two tall posters on a building: a woman in a black abaya under an Arabic headline, and a smiling man in a grey polo under Master your future, upskill today.
Outdoor ads
A purple Level Up tote bag with white handles on a red mesh chair in the sun, printed with turquoise, white and lavender chevrons and the stacked LEVEL UP logo.
Tote bag
A purple polo shirt with turquoise sleeves and collar, the stacked LEVEL UP logo on the chest and a large P drawn in diagonal stripes across the front.
Polo shirt
A purple water bottle shading to blue, with a turquoise neck, a black loop cap and the stacked LEVEL UP logo in white and turquoise, on purple.
Water bottle