Saudi Design Festival Visual Identity

For the visual identity design of the Saudi Design Festival, we were inspired by the geometry found in traditional Arabic calligraphy. We worked with variable font technology to transform this geometry into infinite design possibilities. The wordmark was defined by 4 axes – each axis allowing to change the letterforms in weight, width, height & spacing. The visual identity became typographically rich, offering a wide range of usage options through the interactive typographic visual language.