Bladesmith branded MAD’s identity from scratch, coming up with the name ‘MAD’, a sleek name with several interpretations. MAD hits two stones by using the initials of the founder and the essence of the company, resulting in Mahmoud Abbas Designs – MAD. Another play on the name is to play on the literal meaning, where each design is unique, bold, and loud.

In addition to the naming, Bladesmith worked on developing a logo, website, applications, stationary, and a prominent brand identity. MAD’s logo places the name as a focal point to speak for the brands power. The color palette is dedicated to extravasating the brand’s positioning and reflecting on its elegance, sophistication, and capabilities.

We deliberately crafted a prominent brand element that takes the form of a smiley face - gone mad. This simple approach clearly communicates the brand name, makes it more memorable and gives it a witty edge to serve a wider audience range. As for the brand identity, the Bladesmith Team was able to accurately deliver the brand’s vision through a simplistic, yet modern, approach made to accentuate the brand’s suave approach in work and business across all platforms, elements, and applications.