ALHUDA JEWELLERY REBRANDING
BY SOUAD GHAFFARI // 2021
ALHUDA JEWELLERY
Is part of an Iraqi 29-year-old family business inherited from father to son located in Baghdad, Iraq and Istanbul, Turkey. They appealed to me with a requirement.
Brief:
"We aim to mark a place in the international market with our Italian designed jewelry but the current brand image does not seem to allow it. How can we give the brand a touch of modernity without giving up its authentic character?"
"We aim to mark a place in the international market with our Italian designed jewelry but the current brand image does not seem to allow it. How can we give the brand a touch of modernity without giving up its authentic character?"
Retained logo:
The main objective was to redesign the main symbol of the brand using the golden proportions.
The word-mark consists of serif Latin font for the English version and custom lettering for Arabic.
The main objective was to redesign the main symbol of the brand using the golden proportions.
The word-mark consists of serif Latin font for the English version and custom lettering for Arabic.
OLD SYMBOL NEW SYMBOL
Construction of the brand symbol: the "Khomsa" or "Hamsa" and the "evil eye"
In the old design, we can see multiple visual and conceptual issues with the word-mark and the brand symbol in particular. The hand of "Khomsa" and the "evil eye" have been widely consumed in various fields. Each of these ancient symbols carries its own symbolism. We see that the two graphic elements have been combined with each other in a disharmonious way.
After long discussions with the client, the brand symbol has been preserved as to its brand recognition for more than 20 years as well as its reference to ancient Babylon as present-day Iraq.
The new revised shape of the hand has been constructed proportionally and harmoniously with the eye, merging the shape of the hand with the eye within a geometric structure. The symbol bears a simplified and abstract character, which gives it a modern and racy character.
LATIN LOGO DESIGN ARABIC VERSION
