|Type of Entry||Design |
|Entrant Company:||DAROTAKWIN, BAHRAIN|
|Design/Advertising Agency:||DAROTAKWIN, BAHRAIN|
The challenge was not to limit the expression to a particular style, design philosophy or imagery.
The objective was to portray a highly creative agency that is not bound by market definitions.
The Agency wanted its typeface to reflect its passion to transcend the conventional limits of the market and touch aspects like spirituality, innovation, creativity, culture and technology.
To develop a corporate identity for an innovation agency that’s rooted in the rich culture and heritage of the nations of the Gulf. The agency required a contemporary edge in line with its passion to solve contemporary problems through by design, creativity and innovation in all spheres of life.
How the final design was conceived
A typeface based on the golden ratio was developed.
The golden ratio, also known as the divine proportion, golden mean, or golden section, is a number often encountered when taking the ratios of distances in simple geometric figures.
The golden ratio was used by ancient Arabs in decorative patterns to express their monotheistic faith.
The innovative typeface applied the golden ratio in most of the components of the alphabets. Since the Renaissance, many artists and architects have proportioned their works to approximate the golden ratio - believing this proportion to be aesthetically pleasing.
Indication of how successful the outcome was in the market
A unique Arabic typeface that broke the traditional rules of Arabic typography - but is still readable! Expressing art, technology, spirituality, culture and innovation, the typeface makes a contemporary creative expression statement. A font was also developed based on the typeface.
The Agency applied the new typeface in its stationery and corporate identity applications. It established an image of a contemporary creative movement from a transcending Middle East that is based on genuine thought, authentic identity and responsibility.
|Faeq Al Olaiwat
||Chief Executive & Creative Officer