Branding for "Alef Studio", Jerusalem, 2021.
Alef Studio is a groundbreaking initiative that aims to build a bridge between Arabic and Islamic cultural heritage and traditional arts with our modern practices, by providing both educational and design services. As the first of its kind, Alef Studio embodies creativity and innovation, symbolized by its name, which is derived from the Arabic letter "Alef," the first letter of the alphabet.
The logo design for Alef Studio is deeply rooted in the essence of the studio's mission. The lettering used in the logo draws inspiration from the early Arabic Kufi style, which holds significant meaning. This choice emphasizes the idea of initiation, starting from scratch, and symbolizes the studio's endeavor to connect with the past and reinterpret it in a contemporary context.
The color palette plays a crucial role in conveying the studio's identity. Pastel and vibrant shades are chosen, exuding an aura of warmth and inviting energy. These colors not only represent the modernity of the studio but also reflect its feminine character. Alef Studio is founded and led by two female artists and designers, emphasizing the studio's commitment to showcasing the feminine role in this field.
One of the remarkable features of the logo is its flexibility in different compositions. The design allows for various arrangements, giving the brand a dynamic and versatile feel. The logo's playfulness is evident in the stretching of the kashidas and the manipulation of the baseline's thickness. This playful element not only adds aesthetic appeal but also represents the studio's willingness to explore new possibilities and push boundaries in its creative endeavors.
