2015 Winners & Shortlists

Brief Explanation

After 20 years of having the same logo we needed a new logo to cater to a younger target and that could speak to a regional population.

The Brief

Ajialouna (our generations), a distinguished & renowned NGO in the region that has been giving back to the community for 20 years, wanted to rejuvenate their identity & make their logo standout. We transformed Ajialouna's logo by using Arabic & Latin typography. The first letter of the alphabet (A/Alef) was depicted to show that the logo could be read in both languages thus creating a fusion of Latin & Arabic calligraphy, upholding a notion of educational & cultural beginnings for all generations throughout the region.

How the final design was conceived

Our brief was to come up with a new logo that could function in Latin and Arabic. So we started with calligraphy designing our own new font and then realized that it would be a great balance to use the A from Ajialouna as a mid point between both Latin and Arabic. As it so happens that the A is drawn in a way the spells A in Arabic and A in English at the same time.

Indication of how successful the outcome was in the market

The Ajialouna logo has just been launched. We still don't have concrete results. But from our focus group study it has scored with both young and elder target groups and was directly legible by Arabic speakers from all over the region.

Believing in the right of all people to have equal access to good health, social security and educational opportunities, Ajialouna targets the underprivileged in the Lebanese community (widows, orphans, students, poor families, the elderly and women) to improve their standard of living and increase their awareness to become properly educated, healthy, financially independent and able to function productively in society. Ajialouna cooperates and coordinates with various associations and institutions in Lebanon and abroad, acting as a bridge between donors and the needy.