2011 Winners & Shortlists

Brief Explanation

The challenge was to truly revive the actual feeling of the historical event into a single logo. It was also very important to keep into consideration the cultural and geographic association the event has to the mountainous area of Al Taif; where the ancient annual event had long ago taken place. All of this, while still maintaining a modern, lively and interactive identity with flexibility in its creative usage of identity elements as an integral part of the festivals overall look and feel. This would later include the development of an entire typeface to compliment all print and communication materials

The Brief

The Governerate of Makkah had requested that Al Mohtaraf Assaudi create and apply a total identity for the poetry festival 'Souk Okaz'. The identity would need to reflect the historical characteristics of this ancient poetry event, yet in a manner that would be recognizable, memorable and befitting the event. The job would also require an identity that can 'in itself' be utilized creativly when branded throughout the event.

How the final design was conceived

Spontaneously. The original drawing of the name was done with a rough and broad marker, without any form of pause. The name was then re-drawn properly (from its original form) into a writing style that is as much modern as it is reflective of a historical look and feel. The name was further enhanced using color islands in between letters; to give a feeling of the 'Souk' 'market' and was studied against a modern geometric form. From the spontaneous lettering of the logotype came the development of a total 'Souk Okaz' typeface to be used in all publishing and communication materials.

Indication of how successful the outcome was in the market

There was an evident welcome and large amount of public appreciation towards the face lift. This level of appreciation is supported by the mere increase in event visitors, and the flexibility the newly established identity allowed for the client to creativly attract the interest of the public.