Bassam Al Derazi Design Studio
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(19/41) Project

Firdaws Society

Client
Firdaws Charitable Society for Honoring the Dead
Year
2023

A new identity for the Firdaws Charitable Society for Honoring the Dead: an arch drawn from heritage doorways, holding the letter ف and a small star of light, with slate and coral, Kufam and Readex Pro.

Role
Rebrand: logo, visual identity, applications

A new identity for the Firdaws Charitable Society for Honoring the Dead, جمعية الفردوس لإكرام الموتى. The mark is an arch drawn from heritage doorways, with the letter ف of الفردوس inside it and the letter’s dot set apart as a small star of light. It stands for heritage, legacy and consolation.

Four tall photographs in slate tones, each traced with part of the mark in coral and labelled in Arabic: heritage over an old house, consolation over two men embracing, legacy over an arched doorway, and paradise over the Arabic name.
Elements
The coral mark with labels in Arabic for its parts: heritage, legacy, consolation, the letter ف of الفردوس, the dot of the letter as light.
Construction

Logo

The arch sits beside the Arabic name and Firdaws Charitable Society For Honoring The Dead, in coral and slate, and works in white on every colour of the palette.

The logo on white: the coral arch beside جمعية الفردوس لإكرام الموتى and Firdaws Charitable Society For Honoring The Dead in slate.
Logo
The logo in white on coral.
On coral
The logo in white on slate.
On slate
The logo in white on six colours: mustard, orange, pink, green, slate and blue.
Single colours

Colour and type

Slate (#45606F) and coral (#F45340) lead. Green, blue, orange, mustard and a soft pink support them. Kufam sets the headings and Readex Pro the text.

Slate and coral, each with three lighter tints.
Primary colours
Green, blue, orange, mustard and pink, each with lighter tints.
Secondary colours
Specimen of Kufam for headings, from Regular to Black, in slate and coral with Arabic sample text.
Kufam for headings
Specimen of Readex Pro for text, from Light to Bold, with Arabic sample text.
Readex Pro for text

Arches and pattern

The arch repeats in three forms, and as a pattern of interlocking doorways.

Three arches from the mark in slate and coral on orange, pink and coral panels.
Arches
A pattern of interlocking doorway arches in pink on slate.
Pattern

Applications

Booklets, an envelope, a folder, street banners, a billboard and a tote bag.

Booklet covers in coral, blue, mustard and pink, each with a large arch and Arabic titles, laid in rows.
Booklets
A white envelope with a coral arch-pattern flap and the logo, on pink.
Envelope
A folder whose cover shows the coral sky and arch above the logo, on slate.
Folder
Two banners on a lamp post, in pink and coral, each with the arch and the logo.
Street banners
A billboard on a brick wall: an Arabic saying in slate and coral beside the logo and the arch over the sky.
Billboard
A coral tote bag with the arch and the logo, on slate.
Tote bag
The arch mark large in white with its small star, on slate.
The mark