Branding for Alfanar Projects – A Global Vision with Saudi Roots
As a graphic designer, I had the opportunity to design the visual identity for Alfanar Projects, a key division of Alfanar Group. Alfanar is a global company with Saudi roots, established in the 1970s, that has grown into a global project developer and technology solutions provider. The goal of this project was to create a brand identity that embodies Alfanar Projects’ mission to deliver sustainable, world-class infrastructure solutions while staying true to its heritage and values.
Problem Statement
Before we rebranded Alfanar Projects, there were several critical questions to address.
Why was change necessary?
The existing branding was fragmented across various subsidiaries, which made it difficult for stakeholders to recognize the unified vision of Alfanar Projects. This raised the question of whether the change should be evolutionary or revolutionary; we opted for an evolutionary approach to ensure continuity while refreshing the brand identity. It was essential to identify which elements needed to be preserved to maintain brand equity and respect the legacy built over decades. By addressing these challenges, we aimed to create a cohesive visual identity that aligns with Alfanar Projects’ global presence and commitment to sustainability.
Research
Alfanar Projects Business Lines and Global Presence
The Design Process
The key was to build on the existing logo’s core elements. I kept the recognizable features that Alfanar’s audience had come to trust, such as its color palette and typographic style, while updating the form to make it more modern and versatile.
Alfanar Group adopts the branded house approach for all its divisions and sub-brands. To create a distinctive identity and new positioning for our division, our new name ‘Projects’ is added as a descriptor underneath Alfanar’s logo. It has been designed in a custom typeface with uppercase letters and in our new color -turquoise blue, which brings a renewed energy to our logo.
The final logo maintained elements of the original design, ensuring brand continuity while incorporating the principles of the golden ratio to achieve a harmonious and visually appealing composition. This approach helped create a sense of balance and proportion within the logo. I modernized the structure to better reflect Alfanar Projects’ leadership in technology, sustainability, and engineering solutions. The new design is cleaner, more minimal, and adaptable for both digital and print media, reinforcing the brand’s commitment to innovation and clarity.
Solar System Inspiration
The solar system placement inspiration serves as an alternative pattern for artwork, based on the designer’s creative discretion. It isn’t mandatory to always be applied; however, when chosen, all five elements must remain unaltered in their placement and usage.
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