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Amal Alumma, a star of hope.

A bilingual brand identity for Amal Alumma Organization, a relief organisation whose name means “hope of the Ummah”.

Client: Amal Alumma Organization
Project: Brand identity and guidelines
Languages: Arabic and English
Covers: Logo, lockups, colour, type, pattern, applications

The brief

A relief organisation asks people to trust it with their giving. Amal Alumma needed an identity that felt hopeful and steady at the same time, and worked equally well in Arabic and English.

The mark starts from a single point that stands for initiative, the first spark of any good work. Four parts grow from it, one for each pillar of the organisation’s work: relief, protection, empowerment and health. Together they form a bright star, a ray of light for the communities it serves.

We set the mark in a deep royal blue, paired Tajawal for Arabic with Poppins for Latin text, drew a pattern from the mark, and wrote the guidelines that keep it consistent: bilingual lockups, clear space and minimum sizes, the palette and the common mistakes to avoid.