Saudi Design Festival Visual Identity
Winner
Excellence in Brand Strategy and Creation
Brand Design – Logo
Details
For the visual identity design of the Saudi Design Festival, we were inspired by the geometry found in traditional Arabic calligraphy. We worked with variable font technology to transform this geometry into infinite design possibilities. The wordmark was defined by 4 axes – each axis allowing to change the letterforms in weight, width, height & spacing. The visual identity became typographically rich, offering a wide range of usage options through the interactive typographic visual language.
The Jury‘s Statement
The visual identity of the Saudi Design Festival sets new standards in the creative use of traditional elements of Arabic calligraphy. The innovative use of variable font technology transforms the geometric rigor of calligraphy into a dynamic and interactive typographic landscape. This enables versatile application and creates a distinctive brand presence that honors both cultural roots and masterfully integrates modern design principles. The rich typography gives this identity a unique visual voice that communicates excellently in its category.
