2013 Winners & Shortlists

ZEED

Client/BrandABDUL LATIF JAMEEL
Product/ServiceZEED IN-CAR INFORMATION
EntrantTHE BRAND UNION Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryTYPOGRAPHY
Entrant Company THE BRAND UNION Dubai, UNITED ARAB EMIRATES
Advertising Agency THE BRAND UNION Dubai, UNITED ARAB EMIRATES

Brief Explanation

Finding an elegant reconciliation of Latin and Arabic type is an issue we face every day. It is complicated by the fact that Arabic reads right to left whilst English reads, as you are doing now, the opposite way.

The Brief

The product is a innovative new in-car information system that can keep the driver connected to his home/office/GPS.

How the final design was conceived

We arrived at the name "Zeed" which means "more". We decided not to translate the word - as it is easily pronounceable in English (and even sounds vaguely hi-tech!) Then searched for two fonts that could be manipulated into congruent shapes. The text is designed to run across screen from both sides, overlap and then merge.

Credits

Name Company Position
Simon Parkinson Tbu Creative Director