FAHES Logo and Visual Identity: Graphic Designer
FAHES Logo and Visual Identity: Graphic Designer
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FAHES is Saudi Company Riyadh-based independent third-party specializing in conformity assessment and the issuance of product conformity assessment certifications to those manufacturers and retailers interested in marketing their goods in the Kingdom of Saudi Arabia and other countries.
Through dedication and hard work, we plan to expand worldwide over the next few years and aspire to become the leading certification body facilitating trade to the Saudi Kingdom.
With the aim of protecting consumers from potentially harmful exported goods, we endeavor to build a national team dedicated to improving product adherence to national legislations.
FAHES Old Logo
FAHES Old Logo
FAHES New Logo
FAHES New Logo
FAHES Brand Evolution
FAHES Brand Evolution
Led the comprehensive rebranding of FAHES, an independent third-party conformity assessment body. Managed the visual strategy to align the company's identity with its ambitious global expansion plans and its pivotal role in supporting the Saudi Vision 2030.
The original visual identity of old logo relied on a literal interpretation of "inspection" (a magnifying glass). While clear, it felt dated, overly generic, and lacked the authority required for a company aiming to expand operations from Saudi Arabia to China and the UK. The challenge was to modernize the identity to reflect professional excellence, speed, and international reliability.
Symbolic Shift: We moved away from literal imagery to an abstract, dynamic mark. The new "F" icon conveys movement, innovation, and technological precision.
Typography & Weight: By adopting a bold, geometric, and modern typeface, we established a sense of stability and strength, positioning FAHES as a trusted authority in the certification space.
Color Palette: We pivoted to a high-contrast, energetic palette that communicates both the trust associated with compliance and the bold ambition of a company scaling globally.
Market Positioning: The new identity successfully elevated FAHES from a "local assessment body" to an "international certification partner," aligning with the company's presence in Saudi Arabia, China, and the UK.
Visual Maturity: The transition created a flexible, professional visual language that functions seamlessly across corporate reports, high-stakes documentation, and digital channels.
The Case Study Layout
The Case Study Layout
1. Branding
1. Branding
Evolving the FAHES Identity for Global Markets
Evolving the FAHES Identity for Global Markets
A company with global aspirations needs a visual identity that speaks the language of authority. My objective for the FAHES rebranding was to transform the company's identity from a generic service mark into a scalable, modern, and high-impact corporate asset. This identity was designed to serve as the visual foundation for FAHES’s international growth, providing a cohesive, professional framework that bridges the gap between regional operations and global certification standards. The result is a clean, dynamic visual system that reflects the strength, integrity, and future-forward vision of the FAHES team.
2. The Stationary
2. The Stationary
3. The Company Profile
3. The Company Profile
The FAHES rebranding was a deliberate move to transition the company from a regional provider to a global certification partner. By replacing a literal, task-based visual identity with a bold, scalable, and authoritative symbol, we provided FAHES with the visual equity required to compete in the UK, China, and Middle Eastern markets. This project demonstrates my approach to design: we don't just change logos; we transform brand assets to directly support business growth and international scalability.
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