Al-Orabi
Engineering consultation · New Damietta, Egypt
Al-Orabi Company for Engineering Consultation has provided construction consulting services for over two decades.
As the company grew and evolved, it became clear that it was time for a change. The story below follows the four steps I use on every brand.
A brand that no longer matched its role.
The old logo and branding no longer reflected the leading role the company plays in its industry today. To position itself as a leader, the company recognized the need to update its logo, color palette and visual language.
The first step was identifying the problems with the current logo.
Two strategies, one radical choice.
We developed two strategies for improvement. The first was an incremental improvement on the old logo. The second was a radical change, with a new calligraphic logo.
The company chose the radical change. The new calligraphic logo reflects the leading role Al-Orabi plays in the market.
Calligraphy as the voice of a leader.
The calligraphic mark carries the story: a company with two decades of work behind it, presenting itself with the confidence of a leader in its market. The calligraphy is then carried across the range as the brand’s visual language, in a palette of deep blue and warm sand.
Calligraphy across the range.
The identity extends from stationery to project presentations, packaging tubes and signage, with the calligraphic pattern working as a texture across every piece.
Made together.
- Brand designerAbdalrahman Khairy
- Motion DesignerAhmed Shawky
Al-Orabi · Rebranding · New Damietta, Egypt · 2022. Brand names, logos and visuals belong to their owners.
Have a brand story worth telling? Let’s tell it well.