Mission: Create A Brand

In 2012, a government-owned entity was established as the Fashion Design Center, among other similar centers, the ministry of industry aimed to offer design diplomas, accessible to everyone and requires no prior experience. The initial scope was limited to a new logo and a brochure.

The approach aimed for two goals:

To make the brand approachable by non-professionals, including basic knowledge of English. As the course and materials were all in Arabic. Students no fluent in English faced trouble talking about, or finding information about the center.

To create an iconic logo that is instantly recognizable, and possible to implement easily and consistently using various production materials.

The logo was inspired by the smooth flowing motion of fabrics and clothing. It effectively shrinks the center's name from The Fashion & Design Center to just FDC, making it easy to remember and pronounce for both who speak Arabic and English as a first language.

While working on the logo, before professional photography began, mood images from the internet were used (for brainstorming and not production). Specifically an image of Stevie Nicks, one of the most recognized icons of both music and fashion, credited for "creating the image of the 70s freedom"

In its most basic form, the new logo is simple, elegant and classically balanced around its center, with all non-essential clutter removed. with smooth curves that invokes the "flowing spirit" and maintaining an elegant, timeless and not depending on current trends.