Tamara bilingual logo.

Tamara, the Saudi shopping and payments company, asked Pascal Zoghbi of 29LT to look at its wordmark, and a planned light update became a full redraw. The Arabic letters needed better proportions and outlines to feel contemporary, the weight and contrast needed rebalancing for a crisp outline, and the English letters needed less contrast and cleaner shapes. The new logo also had to reflect the company's growth while keeping a link to the old one.

Zoghbi began by rebuilding the Arabic ta' and meem on the pen movement of Naskh calligraphy, testing several calligraphic versions, including some that merged the ta', meem and alef into one form. After several meetings those routes gave way to humanist and purely geometric shapes, and the team weighed circular dots on the ta', inspired by the phases of the moon and the idea of time, against bold diamond-shaped dots closer to traditional script. The approved Arabic wordmark is simplified and geometric, with circular and semicircular dots on the ta'. Its English partner, developed with input from Linda Hintz, has an open single-storey a and flat, angular t, m and r. Both versions share the same width, so the logo sits neatly inside horizontal, clickable digital buttons.