Home Work Qalam

Qalam, logos drawn by hand.

Qalam, “pen” in Arabic, is our book of logos and lettering: twenty identities for foundations, cultural centres, schools and businesses, each sketched by hand before it is built on a grid.

A hand drawing Arabic lettering in pencil on paper
Collection
Qalam: logos and typography
Logos
20 identities
Lettering
Titles, posters and names
Clients
Foundations, cultural centres, schools, businesses

The brief

A logo has to work as a phone icon and as a sign on a building. We keep each one to a few elements, a distinctive colour and a line that suits the work behind it.

Every logo starts as a pencil sketch, moves onto a construction grid, then gets its colours and the files the client needs. The book includes the Islamic Waqf Foundation in Spain, the Qassioon Cultural Centre, the Gazi Sham association for education, culture and relief, the ICAD language centre, the Tanween Arabic book centre, Habka, Elite and Douzan.

Its second half is lettering: titles, posters and personal names written in Arabic calligraphy, from square Kufic to flowing script.

The Douzan logo rebuilt on a construction grid
Then rebuilt on a grid
The Douzan logo in white on gold
Douzan
The Islamic Waqf Foundation in Spain logo on orange
Islamic Waqf Foundation, Spain
The Douzan logo in white on blue
Douzan, second colour
The Hanan logo in white on black
Hanan
The Tanween Arabic book centre logo on purple
Tanween
The Gazi Sham logo in English and Arabic on teal
Gazi Sham
The ICAD language centre logo on navy
ICAD language centre
The Mavita logo on navy
Mavita
A square Kufic logo in white on green
Darb Almafaz
The Toledo Coffee House logo on gold
Toledo Coffee House
The Ali Sultan photography logo on black
Ali Sultan
The Narang restaurant logo on orange
Narang
The Nomra 99 logo on charcoal
Nomra 99
The Qassioon Cultural Centre logo in English and Arabic
Qassioon Cultural Centre
The Qassioon logo on the wall of a library reading room
Qassioon, in the space
Qassioon notebooks and a backpack
Qassioon, in print
The Elite logo in bright colours
Elite
Elite stationery and an ID badge
Elite, in use
Habka bags and packaging in magenta
Habka
Arabic lettering sketched over a construction grid
Lettering: the sketch
The same lettering finished in white on navy
And the finished title
The Livan wordmark in Arabic and Latin
Livan
Arabic calligraphy set in a circle around a spiral
A circular composition
Flowing Arabic calligraphy in white on dark teal
A title for an anniversary
Arabic calligraphy in white on turquoise
A poster title
A name in architectural Arabic lettering
Names
The name Rame in Arabic and Latin
Rame

What we did

Sketch

Every logo begins as a pencil drawing, explored in several directions.

Construction

The chosen idea is rebuilt on a grid, so it holds at any size.

Colour and files

A palette with print and screen values, and every file the client needs.

Applications

The logo on stationery, signage, bags, merchandise and interiors.

Arabic lettering

Custom titles and names, from square Kufic to flowing script.

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