Interview about Sheikh El Burger Logo Branding, winner of the A' Advertising, Marketing and Communication Design Award 2019
In the Arabian culture, the word 'Sheikh' describes the highest ranking attained for gratitude, fairness, humbleness and positive leadership. This is how the brand was positioned: slang the target audience could relate to and say in their everyday communication. Common word of mouth that translates to quality, heritage and market leadership. The moustache is the 'Sheikh' trademark, the experienced, iconic male figure of the Middle East. For that, it was used with design elements that were bold, striking, stacked in their lettering and packing an eye catching punch.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThrough my experience and study of the basics of graphic design, I must be contemporary with everything new, and when I linked the Arab culture and design symbols, there was a thoughtful integration between the artistic sense factor and symbols with the mustache to present a modern design form that is easy to understand and simple in its composition.
This is how I positioned our brand: slang that our target could relate to and literally say in their everyday communication. Slang that translates to quality, heritage and market leadership.
In Arabic culture, the word “Sheikh” is a colloquial term that refers to the highest rank a person can attain due to their gratitude, integrity, humility, and positive leadership. So when you see the mustache as a logo, it means that this burger will taste and look the best.
Food paper must have sound and healthy specifications, so that the taste or smell of the food does not change. Therefore, we carefully choose the design and when we put it on the paper, it becomes special and elegant, indicating the quality of this burger even in its packaging to whet the appetite for food.
Arabic fonts are among the best and strongest letters when combined with symbols. The logo was carefully chosen with strong Arabic writing to match the mustache, which is one of the strongest symbols of Arabic culture, to be a logo with proportionate dimensions between the font and the symbol in a beautiful flow that expresses strength, simplicity and modernity together.
When the logo comes from something real and cultural, the packaging must also be natural and unpretentious. The choice of packaging comes from nature, as the cardboard is colourless and decorated only with the Sheikh Burger logo as a trademark, which adds clarity and elegance to the product in the choice with consistency that supports the trademark.
I have to keep up with all the developments in terms of design all over the world. In different cultures, we learn from each other everything that is new while preserving our identity. Therefore, it was necessary to preserve the Arab character and identity when working on a product that must be admired by those who see it, so that they feel that they are part of it and express it in a modern way and touch their feelings. This is where the success of the logo lies.
Developing a brand identity in the Middle East has been very competitive lately, but there are considerations for the basics of design that must be built on a sound basis to achieve the purpose of the logo, which is an important part that creates a kind of contemporary creativity that makes the logo a distinctive mark.
When starting to create a logo, you must search for those to whom you will offer this product, study their culture, and work to stay away from anything traditional that has been done before in this field, so that you are distinctive and able to compete at the same time, while taking into account the ease of design and presenting it in an innovative way that helps people understand the product and experience it through the logo that expresses them in an easy and simple framework that combines culture and creativity.
My advice is to always keep up with everything new in the world of design, and when working on an identity, whether Arab or non-Arab, based on what we offer to all parts of the world, do research on the culture of the product, and the culture of the group to whom this product is offered, then start researching the symbols, colors, and expressions that express them and what they wish to see as a logo. It must be original and different from what was presented before and attract their attention to achieve distinction in the world of design.
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