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Transforming the Face of Outdoor Media

Rotana Signs

Rotana Signs is committed to becoming the region's leading provider of disruptive media solutions. The company envisions transforming outdoor experiences into extraordinary brand engagements, establishing itself as a key player in innovative media strategies.

Rotana Signs leads the evolution of outdoor media through innovation, transforming cities into vibrant stages for brands. Its mission is to redefine media experiences, embody the kingdom's future while delivering global exposure that converts moments into market dominance.

Redesigning the Logo: Enhancing Clarity and Modern Appeal

The old logo, due to its visual similarity to the Rotana Group logo, featured a recognizable circular shape with the Arabic "Ra" letter embedded inside, creating a dynamic and universal symbol. However, the emblem included a textured gradient effect that lacked simplicity and made it difficult to adapt across various platforms. The typography of the wordmark had wide characters that were treated with a metallic gradient effect, which gave the brand a retro appearance. Additionally, the spacing between the letters (kerning) was not carefully considered, resulting in the letter “t” being difficult to read.

In the uplift exercise, the emblem was recreated using a grid structure to study the spacing and curvature of the emblem lines. The new design is flat and minimalistic, with no visual effects, which enhances its readability at all sizes and formats. This design also allows for flexibility in adapting color variations across different backgrounds. Additionally, some adjustments were made to the tone and shade of the green color. The logotype design was rebuilt based on a structural foundation for the letters, focusing on the letters' counters, kerning, thickness, curvature, width, and height. Additionally, we developed an Arabic version of the typeface, ensuring that the characters matched those of the English version.

By twisting the circular shape of the logo, we created several elliptical forms that come together to create graphical elements representing a sense of evolution and progress, reflecting Rotana Signs' innovative approach to the outdoor industry.

The color palette features various shades of vibrant green, complemented by secondary colors which add to the logo's original dark green hue. These colors are designed to convey vibrancy, innovation, and dynamism.

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