Bassam Al Derazi Design Studio
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(21/41) Project

Tanmiah Safwa

Client
Civil Development Society in Safwa
Year
2022

A new identity for the Civil Development Society in Safwa: a white palm crown, drawn like a star, inside a rounded S, with the Arabic and English names, a pattern of linked curves, and a palette of royal blue and turquoise.

Role
Rebrand: logo, visual identity, applications

A new identity for the Civil Development Society in Safwa, جمعية التنمية الأهلية بصفوى. The symbol sets a white palm crown, drawn like a star, inside a rounded S, and is built from four ideas the society works by: foreseeing the future, sustainability, growth and impact, and collaboration.

Four photographs on blue, each with part of the symbol in white and a label in Arabic and English: Foreseeing the Future over a sunlit rock arch, Sustainability over a seedling held in two hands, Growth and Impact over palm trees, Collaboration over clasped hands.
The ideas behind the symbol

Logo

The symbol stands beside the Arabic name and Civil Development Society In Safwa, in royal blue on white and in white on blue, and it works in every colour of the palette.

The logo in royal blue on white: the symbol beside جمعية التنمية الأهلية بصفوى and Civil Development Society In Safwa.
Logo
The logo in white on royal blue.
On blue
The symbol in white on royal blue: a rounded S shape with a palm crown, drawn like a star, cut out of its centre.
Symbol
The symbol on six coloured squares: turquoise, green, mustard, royal blue, yellow and pale pink, each in a contrasting colour.
Symbol in colour

Colour, type and pattern

Royal blue and turquoise lead, with red, yellow and light green in support. The Sans Arabic is the typeface, and a pattern of linked curves runs in blue on turquoise.

Colour bands labelled in Arabic: turquoise and royal blue as the primary colours, red, yellow and light green as the secondary ones.
Colours
Specimen of The Sans Arabic in four weights, from ExtraBold to Light, with Latin and Arabic letters and figures in blue and turquoise.
The Sans Arabic
An all-over pattern of linked curves drawn in thin blue lines on turquoise.
Pattern

Applications

Envelopes, business cards, a notebook, social media posts, a polo shirt and a mug, and the symbol used as a window onto a photograph.

Two white envelopes on royal blue, one open to show a turquoise lining printed with the curve pattern, both with the logo.
Envelopes
Rows of business cards on turquoise: white fronts with the blue symbol and placeholder details, blue backs with the logo over a pattern of linked curves.
Business cards
A royal blue notebook with the logo, standing beside a white vase on white cloth against turquoise.
Notebook
A turquoise mug printed in blue with علو الهمة من الإيمان and the symbol, on royal blue.
Mug
Three Instagram posts for summer workshops and Eid al-Adha, one shown on a phone, all on turquoise.
Social media
A turquoise polo shirt with blue collar and white sleeves, the symbol on the chest, on royal blue.
Polo shirt
The symbol cut as a window on orange, showing a man in a white thobe holding up the Saudi flag on a desert dune before a city skyline.
The symbol as a window

Brand film

The four ideas behind the symbol each appear with their own mark: sustainability, foreseeing the future, collaboration, and growth and impact. The film ends on the logo.

Brand film