Part of my challenge during this visit has been to work out how to design a logo in arabic lettering to match the emotional meaning of the ‘English’ one we will be creating.
Most major brands seem to manage this reasonably well, normally using a two-sided pack with one language on each side.
But some very clever thinking has gone into the design of this logo for leading dairy brand Alsafi: the separate brand names manage to share a letter so that both read perfectly comfortably, all integrated in a friendly and dynamic roundel.
Takeout: Watch this space for what we come up with. Unfortunately this trick will only work for letters that happen to look reasonably similar (I think that means ‘s’), and are in the middle of the word (since as you all know Arabic text reads right to left).