We are looking for a logo that is clean, modern, minimalistic and abstract. We would also like it to incorporate some regional/cultural reference (maybe Arabic or African).
After being provided with the above information, I talked to Ahmad to clarify our design principles even further. We decided that even though Jadara positions itself as a pioneer in a new, dynamic land, it would be a good idea to stress experience standing behind it and its ability to prosper under difficult circumstances. Ahmad proposed an olive tree as a possible symbol that would be able to convey these ideas, as well as having appropriate regional connotations. In the end, this idea turned out to be crucial for our design...
The symbol has been designed to resemble an eye, with the tree forming an iris. I thought that it might be an interesting addition of a "vision" feature to our logo. But in the end, all I can say is that it only cheapened its appearance, making it look like someone (ok, it was me) has tried to force too much symbolism into it.
Even though this revision was a failure, it was an educating one. We have realized that the enclosure only complicated the symbol and made it heavy, so we got rid of it altogether. Now we also knew what we would like to do with the lettering - it should be respectable, solid and possess some Arabic feel, but not trying to imitate Islamic calligraphy. Moreover, we decided that coloring should be much more subdued and subtle, close to being completely desaturated. This approach turned out to be the right step towards a trust-inducing brand.
With all of these conclusions in mind, I was able to come up with a design that was almost identical with the final one. We just had to test out a few slightly varying coloring options and it was ready to conquer the world.