Makarem Luxury Hotels | Latin Logotype
Makarem Background
The brief for this project was partnering Makarem’s elegant and unique Arabic logotype with a Latin companion that distilled its core visual values.
I met with the client and Brand Lounge who consulted and art directed this project helping redefine the new Latin logotype to work in harmony and connection with the existing Arabic logotype refreshed and finessed by Lara Captan.
makarem brief
Founded in 1983, Makarem is a homegrown Saudi hospitality brand deeply rooted in the Kingdom’s spiritual and cultural heritage. Known for its presence in Makkah, Makarem earned its reputation by offering Saudi hospitality to pilgrims and travelers alike. With growing competition from international hotel chains and plans to scale, Makarem faced the challenge of modernizing its identity while preserving its spiritual core.
Appointed in 2023, Brand Lounge Agency (UAE) led a strategic transformation—moving beyond a visual uplift to position Makarem as the pioneer of Spiritual Hospitality, a new category that blends faith, heritage, and modern service excellence.
logotype design process & applications
The initial hand sketch process went through several iterations looking for the right tone of voice and personality for the logotype. Once the direction was set, the vectorisation was executed in Glyphs App.
After I delivered the master Latin logotype in all its variations from tiny sizes to large-scale applications, Brand Lounge built and entire ecosystem with the new brand identity in use. You can read the complete case study.
