The making of the Araba identity

Overview   Process  

Looking for the right vehicle to communicate the message.

araba process 1

Car inside a car builds an A.

araba process 2a

Another load of ideas.

araba process 3

Still nothing “clicks.” A thought of using road signs pops up.

araba process 4
araba process 5

The customer likes it overall. After giving it more thought, they ask to add more Oriental spices. Researching this path, keeping in focus that the logo has to read “transportation, reliability, durability.” Keeping sketches going.

araba process 6

Trying to construct an ant and a truck from Arab script, which results in an ant-truck combo.

araba process 7

Extra concepts.

araba process 16

The customer wants to see a camel. Trying it out.

araba process 8
araba process 9

Presenting all the designs.

araba process 10

While waiting for response, the designer delivers these ideas.

araba process 11

Art director: step on brakes here :-) Let them evaluate the existing drafts first.

The customer approves the road sign concept.

araba process 12

Now we just need to work on details and design a typeface.

Type designer:

araba process 13
araba process 14
araba process 15

Art director: the type is screaming for a little less contrast.


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