poetry of calligraphic strokes
Inspired by the exquisite calligraphy of Arabic script, the visual language harmonizes traditional strokes with modern imagery, creating a unique identity that captures the essence and spirit of Saudi Arabia.
The FLUIDity THE ORGANIC THE DISTINCTIVE
Inspiration
Sa
Brush strokes
In Saudi Arabia, Arabic calligraphy and nature form a deep connection through the landscape’s fluidity and beauty. The graceful strokes of Arabic calligraphy echo the sweeping curves of the desert dunes, the flowing lines of winding roads, and the vast expanses of the Red Sea coastline. Just as the natural environment moves with rhythm and balance, so does calligraphy, with its flowing script reflecting the organic shapes of the land.
This connection celebrates the country’s natural beauty, as well as its deep cultural heritage through calligraphy.
BODY TEXT
Albert Sans
Aa
A functional font, it’s modern and clean appearance, ensures readability and clarity across various formats.
At the intersection of tradition and modernity, the distinct shapes and motifs found in Saudi cities come into play. These urban elements ground the brand in the present, highlighting Saudi Arabia’s rapid transformation and its cities as hubs of innovation and culture - defining the modern Saudi Arabia.
The traditional design patterns & motifs in architecture, clothing, & crafts create a cohesive cultural identity.
SIGNATURE MOTIFS
Embracing these elements, each city forges a unique identity while reflecting the nation’s shared cultural legacy.
CITY SYNERGY
ALULA
JEDDAH
AL QASSIM
AL AHSA
RED SEA
ASEER
RIYADH
DIRIYAH
#A33916
BURNT SIENNA
#94234A
VIVA MAGENTA
#EFAD88
TERRACOTTA BLUSH
#30769B
Dusty Sapphire
#40A4AB
TIDAL TEAL
#694695
LAVENDER
KINGDOM
The design concept inspired by the rich calligraphic traditions of Saudi Arabia transforms the calligraphic beauty into a versatile design language, incorporating graceful curves and intricate patterns.
The coexistence of tradition and modernity -together, they tell the story of a Saudi Arabia that honors its heritage while embracing the future—a visual narrative of unity, growth, and cultural pride.
