Branding Case Study: The Majara Group
Following on from our insights about the importance of a professional logo and business branding, this insight article shares the details of how we re-branded a new start up in Dubai.
The example demonstrates how we used all of these design principles previously mentioned, when we were recently hired by The Majara Group - a Dubai […]
Following on from our insights about the importance of a professional logo and business branding, this insight article shares the details of how we re-branded a new start up in Dubai.
The example demonstrates how we used all of these design principles previously mentioned, when we were recently hired by The Majara Group - a Dubai based Business & Marketing Consultancy firm - to replace their rush job business cards and branding, with a more professional, permanent brand.
THE CURRENT BUSINESS CARD & BRAND
Although the colour choice was ’safe’ and innocuous, the design of the cards and lack of real branding didn’t convey the highly experienced, professional service that the company provides to their target market of businesses in the Middle East.
Additionally, the use of differently-aligned text (notice the centre-aligned text at the top and then right-aligned text in the box) creates an unbalanced layout of information.
The business card is not particularly dynamic or memorable and doesn’t represent any of the Arabic or Middle-Eastern ties that the business would like to reflect.
THE BRIEF
The company is Western-owned but operates in the Middle East so they wanted a brand which reflected the modern, leading edge approach of Western practices but was sympathetic to and would appeal to the market in the Middle Eastern region.
The word ‘Majara’ is an Arabic word that means constellation and the client requested a glyph or graphic element which reflected this, as part of the branding.
THE SOLUTION:
Glyph
Given the meaning of the company name, it was obvious that a star somewhere in the design would work well. After researching the region, it was also apparent that star designs were used in some form or another throughout the region - from office buildings to shopping malls - usually in the form of a tiled mosaic. It was this approach we chose to represent multiple stars within a mosaic pattern.
Font & Type
Once the glyph had been created, we moved on to the typographic element. We chose a font that was neither overtly Western nor Arabic-looking and then tweaked the leading (distance between letters) and proportions of the letter forms so that it worked in both landscape and portrait formats. This ensures the logo can be used across multiple platforms without losing a consistent look and feel.
Colour & Finish
The client wanted a very high-end look to the materials and so opted to go for a black base colour with metallic silver ink for the glyph part of the logo. An expensive print option which will really set The Majara Group apart and demonstrate a commitment to the quality and professional nature of their business.
The choice of brighter complimentary colours reflects the innovative, modern approach of the business - and in the future, each colour will represent and brand a different division of the company.
We hope that you can see the difference that a professional approach to logos and branding can make!
What Does Your Logo Say About You?
Ever heard the expression “First impressions count”?
In this image-savvy age that we live, where there’s no longer just one or two competitors in your field but more likely hundreds, your logo and company brand image can either give you the edge or leave you trailing behind the pack and struggling to attract new business.
You may […]
Ever heard the expression “First impressions count”?
In this image-savvy age that we live, where there’s no longer just one or two competitors in your field but more likely hundreds, your logo and company brand image can either give you the edge or leave you trailing behind the pack and struggling to attract new business.
You may be very proud of the company logo that you knocked up at home or that your neighbour or friend who is “good with computers’ created for you, but does it really represent the professional image that you are trying to portray to your prospective clients and customers?
Just what is it that makes one logo look professional and another look outdated or home made? Here’s an insight into how a professional designer approaches logo design…
