Bassam Al Derazi Design Studio
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(28/41) Project

FAS

Client
FAS
Year
2024

Identity for FAS: an F of nested corners turned to point upward, a derived logo for Trading, line-drawn supportive elements and a palette of orange, slate, pale blue-grey, teal and yellow.

Role
Logo, subsidiary logo, visual identity, applications

The identity for FAS carries the line “Excellence Through Precision!” It starts from three keywords: leading, precision and proficiency.

Inspiration keywords

Each keyword has its own image: a flame over an industrial stack for leading, a cut diamond for precision and a craftsman at work for proficiency.

Inspiration board: a flame over an industrial stack, a cut diamond on black and a craftsman bent over his work, with Leading, Precision and Proficiency set vertically in white.
Inspiration keywords

An F turned upward

The mark is an F built from two nested corners and a square. Turned 45 degrees, the same parts point upward as two chevrons and a small diamond, with softly curved tips. Beside it, FAS is set in bold capitals.

Logo construction: on dark slate, a stepped F of two nested corners and a square above a thin letter F; on pale blue-grey, the same shapes turned into two chevrons and a diamond.
Logo construction
The FAS logo on a dashed construction grid: the orange mark beside FAS in bold dark capitals, on pale blue-grey.
Logo grid

Subsidiary logo

For the subsidiary, a derived logo turns the mark back into an F and sets it beside the word Trading.

Subsidiary derived logo: the orange mark turned to read as an F, with rounded tips, beside Trading in bold dark letters, on pale blue-grey.
Subsidiary derived logo

Colour and type

The palette sets Pantone 642 c pale blue-grey, 021 c orange and 432 c slate in large blocks, with 7476 c teal and 136 c yellow in smaller ones. Graphik Arabic is the corporate font, shown in Latin and Arabic letters.

Colour palette: blocks of Pantone 642 c pale blue-grey, 021 c orange and 432 c slate, with smaller blocks of 7476 c teal and 136 c yellow.
Colour palette
Corporate fonts board: large Latin and Arabic letters in Graphik Arabic, such as g with ق and H with ح, overlaid on slate, teal, orange, yellow and pale blue-grey tiles.
Corporate fonts: Graphik Arabic

Supportive elements

The mark is redrawn in fine parallel lines, the diamond in curved ones. Repeated and overlapped, the line marks make a pattern. The line mark returns on the stationery, printed and embossed.

Supportive element on dark slate: the mark redrawn in fine white lines, two chevrons of parallel strokes above a diamond of curved ones.
Supportive element
A pattern of line-drawn chevrons and diamonds in white, repeated and overlapping across a pale blue-grey ground.
Supportive pattern

Applications

Signage for FAS and Trading, shipping containers, an indoor poster, a truck, stationery, business cards, crafted envelopes and a notebook.

The FAS logo mounted as a sign on a grey tiled facade, orange mark and white letters, seen from below beside a concrete beam.
Outdoor signage
The Trading logo in white letters with the orange mark, mounted high on a dark building with louvred panels, under a grey, cloudy sky.
Trading signage
Two stacked shipping containers, orange over navy, hanging from a crane hook; each carries the mark, FAS in large letters and a web address.
Shipping containers
An indoor poster on a grey wall beside an open door: FAS over a worker grinding metal in a shower of sparks, the line Excellence Through Precision, and the orange mark below.
Indoor advertising
A box truck with an orange cab and the FAS logo on its door, parked by a loading dock. Its side panel reads Crafting Perfection above the logo and a web address.
Outdoor advertising
Stationery on dark grey: a slate sheet with the logo and the line-drawn mark, white and orange business cards, an orange envelope, a lined white slip, a craft knife and pin badges.
Stationery
Business cards on dark grey: a slate card with the logo and an orange fade, a white card with bilingual placeholder details, and a stack of orange cards with the line-drawn mark.
Business card
Crafted envelopes: a pale grey envelope whose zigzag tear strip reveals orange and white beneath, and a black sleeve with an orange tear strip and embossed mark, holding an insert with the logo.
Crafted envelopes
Two envelopes floating on dark slate: an orange one with the mark in white, and a white one with the FAS logo and a faint embossed line mark.
Envelopes
An open notebook with orange edges on dark navy: white pages with a faint repeat of the mark, and on the right page Faredh Arabian Services and the mark in orange.
Notebook