Background
The company is a professional services company specialising in business support. They handle all the behind-the-scenes stuff that small up-and-coming companies are unable/unwilling to do themselves.
The brief
The client requested a name and identity to reflect the company's position as a support mechanism to young companies. They wanted to be positioned as a professional corporate service, yet one that understands the struggles of young creatives in the whirlwind of corporate life.
The concept
The name "Sanad":
Literally translated, the word "Sanad" means "support" or "bolstering" - something to lean on. I chose the name to reflect in a literal sense the support services that the company offers.
Design:
I create a typographic treatment of the three Arabic letters (س, ن, د ( سند which phonetically sound out "Sa" "Na" "D".
A thick singular stroke was used to create each of the three individual letters which make up the name. The design is
reminiscent of a series of falling dominoes, each one being supported by the next. The design aims to interpret
the company as a support mechanism which moves fluidly with its clients as apposed to a rigid support column
the company as a support mechanism which moves fluidly with its clients as apposed to a rigid support column
that its clients would crash into.
The color scheme was chosen to reflect the hustle and bustle of the business world. The juxtaposition of the logo in white on the color whirlwind creates the contrast that again reflects the company's services.
