2013 Winners & Shortlists

Brief Explanation

To design a corporate identity that instantly expresses the progressive nature of the foundation while relating to the well-known plant and keeping its strong Egyptian heritage.

The Brief

Doum believes that Egyptians are going through a historical juncture at the moment. The people are awakening to the necessity of thinking of better alternatives to the present systems. The educational systems, the economic system, and governance now reveal their ailments and seem to be on the verge of collapse. Accordingly Doum's identity must reflect its multifaceted foundation, which aims to provoke curious Egyptian minds to the pursuit of knowledge through the promotion of critical thinking and questioning among all.

How the final design was conceived

Inspired by the fruit’s structure and layers, it is designed in an iconic manner that uses Arabic letters (د و م ) subtly, yet incite curiosity.

Indication of how successful the outcome was in the market

The corporate identity was very well received by the target. Creating curiosity around the corporate identity and the foundation as well. People are currently asking around about the foundation and its various activities; with an increase in consumer traffic on the foundations headquarters.