November 9, 2019

Nandos

by fluid9_omarsafa

Logo Adaptation

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Typeface Creation

Adapting the Arabic font to the beloved hand-painted Latin version of the Nando’s font, previously done by sign-writer Marks Salimu, was a very exciting process. To kick it off, we enlisted the help of a classical calligrapher and had him write each letter in the five classical Arabic scripts (Naskh, Farisi, Diwani, Thuluth, and Reqa). After comparing the different versions, we selected the one that best suited our vision. After a couple of comments and shape modifications, we ended up with the letterform that best fit the adaptation as we envisioned. We then sent these forms back to Marks to get the final touches of the edges and bumps of his humble hand. After receiving the final digitized versions, we traced them to set the whole alphabet of the Nando’s Arabic final font, retaining its original passion and pride.

It is important to adapt your brand identity to the culture and language of your target region, this is an essential aspect of building a successful brand. This is especially true in the Middle East, where the connection to language and culture is particularly strong. A brand identity that does not align with the culture and language of the region can create confusion and disengage customers, ultimately damaging the brand. One example of this is the difference between Coca-Cola and 7 Up’s approach to adapting their brand identity in the Middle East. Coca-Cola made the mistake of not properly adapting their logo to the Arabic script, resulting in a logo that was difficult to read and did not resonate with the original feel of its English counterpart. On the other hand, 7 Up adapted their logo to the Arabic script in a way that was visually pleasing, easy to read and kept it relevant to its English counterpart.

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