Bassam Al Derazi Design Studio
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(34/41) Project

Sadah

Client
Alfakarya, Sadah and Alnafaq
Year
2020

Identity for Sadah, Alnafaq and Alfakarya in one style: three angular symbols, an S, a six-sided frame and an F, with Arabic and English names, patterns, and a palette of blue, red, orange, onyx and light grey.

Role
Rebrand: logos, visual identity, applications

Logos for Sadah, Alnafaq and Alfakarya in one style. The meaning board sets each symbol over its work: Sadah's S over an excavator, Alnafaq's six-sided frame over a road tunnel and Alfakarya's F over a pipe wrench.

Three black-and-white photographs side by side, an excavator arm, a road tunnel and a pipe wrench, each with one of the three white symbols: the S, the six-sided frame and the F.
Meaning

One style

The three marks share one style. Each symbol is built from thick bands with angled ends: an F for Alfakarya, an S for Sadah and a six-sided frame around a square for Alnafaq. The Arabic names, الفخارية, السادة and النفق, sit above the English names in spaced capitals.

The three symbols on white with their names: the blue S of Sadah, the red frame of Alnafaq and the orange F of Alfakarya.
Three symbols
The Sadah logo: the blue S beside السادة over SADAH.
Sadah
The Alnafaq logo: the red six-sided frame beside النفق over ALNAFAQ.
Alnafaq
The Alfakarya logo: the orange F beside الفخارية over ALFAKARYA.
Alfakarya
The three logos in a grid of colour blocks: white on onyx, blue, red and orange, and in colour on white.
Logos in colour

Colour and pattern

Each company has its colour: Neon Blue (#013CAC) for Sadah, Venetian Red (#E4002B) for Alnafaq and Tangerine (#EC7700) for Alfakarya, with Onyx (#333F48) and Air (#D9D9D6) shared. Each symbol also repeats into a pattern.

Colour board: blocks of Venetian Red, Neon Blue, Tangerine and Air in a row under a large field of Onyx, each with its hex value.
Colours
Four patterns: repeated blue S shapes on white, red frames on white, orange F shapes on white, and a block of red, black and light grey triangles.
Patterns

Applications

Posters, stationery, a stamp, building signs, a logo wall, an Alfakarya shopfront, a pickup truck, site machinery, a work jacket, hard hats, pens and a mug.

Rows of posters in blue, red and orange, with photographs of tools and machines, the logos, and short headlines.
Posters
Sadah stationery on dark slate: a folder with a blue diagonal and index tabs, a notebook covered in the blue S pattern, a business card, a pen and a sticky-note block.
Stationery
The Sadah logo in raised letters, the blue S and white names, on a dark ribbed building under a cloudy sky.
Sadah sign
The Alnafaq logo in raised letters, the red frame and white names, on a dark modern building.
Alnafaq sign
A hand pressing a self-inking stamp beside its blue round impression with the S symbol, among paper clips.
Stamp
The Sadah logo cut in grey and standing out from a pale concrete wall.
Logo wall
An Alfakarya shop window with the logo, an orange and slate graphic over a photograph of tyres, Arabic headlines and the F pattern on the door.
Alfakarya shopfront
A white pickup truck with a blue side panel, the Sadah logo and the S pattern on the doors.
Pickup truck
A yellow gantry crane marked SADAH and 20 TON over a blue container, above a backhoe loader and a dump truck carrying the Sadah symbol.
On site
A grey work jacket with the Alfakarya logo in white on the chest and a wrench in the pocket.
Work jacket
A blue hard hat with the Sadah logo on dark grey, and a white one with the Alnafaq logo on red.
Hard hats
Two branded pens, one red and one white with blue pattern, and a hand holding a blue mug covered in the S pattern.
Pens and mug
Three portrait pages side by side on a warm grey ground: the Alfakarya logo over a pipe wrench, the Sadah logo over an excavator and the Alnafaq logo over a road tunnel.
Alfakarya, Sadah, Alnafaq