BrandingArabic letteringBrand guide

Ashafaq

Identity for Ashafaq, a hand car wash in Saudi Arabia: a bold Arabic wordmark with soap bubbles, a brand guideline, and the brand on cards, uniforms, air fresheners and car-floor covers.

Client
Ashafaq
Sector
Car care
Country
Saudi Arabia
Year
2021 – 2025
My role
Wordmark, brand guideline, applications
Tools
Illustrator, Photoshop
Ashafaq: the mark, embossed
The mark, embossed21 visuals
The brief

A car wash people remember.

Ashafaq washes cars by hand. It needed a name that reads from the road and things a driver keeps in the car.

The idea

Letters that foam.

The Arabic letters are drawn bold and tall, with soap bubbles over them, in navy and sky blue, so the mark says "clean" before you read it.

01

The wordmark and its idea.

Click any image to enlarge.

Ashafaq: the mark 1
The mark 1
Ashafaq: the mark 4
The mark 4
Ashafaq: the mark 2
The mark 2
Ashafaq: the mark 3
The mark 3
Ashafaq: the mark 3
The mark 3
Ashafaq: the mark 4
The mark 4
Ashafaq: the mark 1
The mark 1
Ashafaq: the mark 2
The mark 2
02

The brand guideline, 2025.

Ashafaq: brand guideline, page 1
Brand guideline, page 1
Ashafaq: brand guideline, page 4
Brand guideline, page 4
Ashafaq: brand guideline, page 2
Brand guideline, page 2
Ashafaq: brand guideline, page 5
Brand guideline, page 5
Ashafaq: brand guideline, page 3
Brand guideline, page 3
Ashafaq: brand guideline, page 6
Brand guideline, page 6
Ashafaq: brand guideline, page 1
Brand guideline, page 1
Ashafaq: brand guideline, page 3
Brand guideline, page 3
Ashafaq: brand guideline, page 5
Brand guideline, page 5
Ashafaq: brand guideline, page 2
Brand guideline, page 2
Ashafaq: brand guideline, page 4
Brand guideline, page 4
Ashafaq: brand guideline, page 6
Brand guideline, page 6
03

Cards, uniforms, air fresheners and floor covers.

Ashafaq: the identity in use 1
The identity in use 1
Ashafaq: the identity in use 4
The identity in use 4
Ashafaq: the identity in use 7
The identity in use 7
Ashafaq: the identity in use 10
The identity in use 10
Ashafaq: the identity in use 2
The identity in use 2
Ashafaq: the identity in use 5
The identity in use 5
Ashafaq: the identity in use 8
The identity in use 8
Ashafaq: the identity in use 3
The identity in use 3
Ashafaq: the identity in use 6
The identity in use 6
Ashafaq: the identity in use 9
The identity in use 9
Ashafaq: the identity in use 1
The identity in use 1
Ashafaq: the identity in use 3
The identity in use 3
Ashafaq: the identity in use 5
The identity in use 5
Ashafaq: the identity in use 7
The identity in use 7
Ashafaq: the identity in use 9
The identity in use 9
Ashafaq: the identity in use 2
The identity in use 2
Ashafaq: the identity in use 4
The identity in use 4
Ashafaq: the identity in use 6
The identity in use 6
Ashafaq: the identity in use 8
The identity in use 8
Ashafaq: the identity in use 10
The identity in use 10
04

What was delivered.

  • Arabic wordmark
  • Brand guideline
  • Stationery and uniforms
  • Air fresheners and floor covers
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