branding – Mohtaraf

Q: Beirut Art Fair identity

Al Mohtaraf developed the identity for BAF in 2011 with the goal of making it an internationally recognised brand. The new mark is comprised of seven trailing rings, resulting in an arabesque blossom-like symbol that forms the shape of the letter ب. The identity brings a sense of energy, diversity, fun and passion to the BAF brand. The identity was implemented across all media, including stationery items, programme leaflets, brochures and posters, billboards, and luxurious invitations with special printing effects such as varnishes and diecuts. In parallel to Beirut Art Fair, the streets of downtown Beirut transformed into artistic pavilions with the launch of Beirut Art Week. Al Mohtaraf was chosen to design the identity of this event as well. The logo is an uninterrupted scribbling of a circle conveying the hub that brings together works of arts of various artists. Also, after the big success of Beirut Art fair, a new one was created by the same team in Singapore. Its identity was also commissioned to Al Mohtaraf and it consisted of multiple overlapping triangles coming together to form an S which stands for Singapore.

Q: Istanbul gets a new identity for its throbbing heart center

Considered by many to be among the most beautiful cities of the world, Istanbul is getting a heartfelt renovation of its historic central area. A major urban development project is underway, to renew the esteemed area of Sülaymaniye à la Solidaire of Beirut or Vienna’s Donaustadt. The neighborhood, named after its majestic mosque, is located on the European side of Istanbul. The mosque dominates the skyline, nearly singlehandedly ‘branding’ Istanbul, so to speak. Al Mohtaraf was commissioned to name and design the identity of this prime developmental project. Keeping the area's original name which is strongly routed in the collective memory of its inhabitants and coupling it with the word 'yeni' standing for 'new', is Suleymaniyeni. Inspired by the brick rooftops, iconic mosque, and a modernist approach, the logo is as scenic as the actual view from the other side of the Bosphorous! Al Mohtaraf also designed the print collateral that went along with the launching of this colossal undertaking.

Q: ‘Itsy Bitsy Baby’ hangin’ from two strings

Two little spiders hang on two strings from a cursive, neon-style sign inspired by the kindergarten song ‘Itsy Bitsy Spider’. The visual result is a logo for a new baby shop, Itsy Bitsy Baby, opening its doors soon in Riyadh, KSA. We were asked to design a full identity for the shop from its logo to its online presence. To accompany the logo, custom-designed patterns were designed to be applied across all platforms such as the interiors of the shop, the full range of packaging, and the e-commerce website. The challenge was to avoid the creepiness that spiders can convey, and create instead a fairytale atmosphere suitable for children, both of which aims we achieved through an abstracted illustrative style and a mellowed down color palette resembling a creamy cupcake. Bespoke stuffed spiders of the logo are designed and manufactured specially for the shop.

Q: Jazeel: a smile with every point

Al Mohtaraf was commissioned to design the visual identity of Jazeel, a rewards program that lets clients earn points upon the purchase of goods and services at “Mukafa’at” partner locations and later redeems in a variety of ways. The logo features a smiley face springing from the letter J to form the word Jazeel, and is designed to capture the rewarding aspect of the shopping experience. So far, we have applied the logo onto a wide spectrum of items such as promotional cards and gifts, catalogs, brochures, stationery, packaging, and websites.

Q: Saudi Football has a brand new league, ZSL

After a year and nine months of hard work, the Saudi Professional League Commission unveils its new visual identity for its professional league, sponsored by the telecom giant Zain. It is called Zain Saudi League, or ZSL in short. One main challenge we were faced with was how to represent Saudi athletics in a way that carried national and emotional appeal, without reverting to classical signifiers such as the palm tree, the horse, and the Arabian sword. It was also necessary that the logo have weight and trustworthiness, without losing a feeling of speed and vigor. Variations for the logo included a a black-and white version to be used for fax print, as well as a gold-framed version to be used for championships. The latter version, as well as the original silver-framed one, come with their own flattened variations, to be used on the league’s clothing. A look inside after the jump. Applications included stationery, sportsbags, accessories, and possible publications. Custom-designed digits for the players’ shirts

Kameel Hawa: Shape of the Word at TDC
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Kameel Hawa: Shape of the Word at TDC

awards, branding, Design, identities, lectures, special events

Kameel Hawa: Shape of the Word at TDC

newmohtaraf2019-11-19T22:30:01+03:00

Kameel Hawa will present his typographic sculptures and reveal the creative process behind these projects.

Kapsarc and Yasref get the Royal and Presidential tour
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Kapsarc and Yasref get the Royal and Presidential tour

branding, special events

Kapsarc and Yasref get the Royal and Presidential tour

newmohtaraf2019-11-19T22:33:00+03:00

Inauguration event of Kapsarc & Yasref in Riyadh is handled by AlMohtaraf

Hakaya Festival starts right from the beginning
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Hakaya Festival starts right from the beginning

branding, identities, special events