The challenge:
To create a new corporate identity and re-positioning for Awqaf, a well-known and long-established endowment authority in Qatar that support projects which contribute to the well-being of people and improve the lot of the disadvantaged, adding overall value to society. Much of the work undertaken is international, so the new identity needed to be strong and symbolise Awqaf’s values across different cultures and peoples.
Creative response:
Use the combination of Islamic calligraphy and a symbol to create a brand that is modern yet maintaining Qatari tradition and heritage.
A leaf was chosen because it symbolises nature, growth, goodness, transformation and the cycle of life. The leaf grows as part of five leaves, representing the five pillars of Islam and the streamlined curves also fuse Islamic calligraphy with clean modern lines, reinforcing Awqaf’s positioning and association as a modern institution founded on Islamic principles.
The result:
A successful launch of the Awqaf brand in Qatar with much pride and honour. |
