Al Dhahia Living is a residential development by Al Akaria in Riyadh, sitting 30km north east of the city centre near Princess Noura University, Imam University and King Khalid International Airport.
The name is the brief. Al Dhahia means the suburb, and what the development is selling is exactly that: attainable, secure, family focused, with the amenities of a serious developer but at a distance from the centre. So the identity had to feel established rather than new, which is an unusual ask for a scheme that does not exist yet.
The mark is a square Kufic composition. Arabic letterforms folded into a solid geometric block, which is one of the oldest ways of setting Arabic and reads as architecture rather than as typography. It gives the brand an inherited quality on day one.
That same construction is unrolled into a line pattern, a continuous interlocking figure drawn from the monogram's own geometry, which carries across letterheads, envelopes, folders and card backs, and then off the page entirely into perforated screens where it throws the pattern as light.
Colour is two values only, gold and black, each documented as a five step tint scale. The line is For the joy of life, which is the right promise for a suburb rather than a landmark. Applications cover the full stationery system, sales collateral, signage and environmental graphics.
