Tuwaiq Armour
A joint-venture identity built from the one thing both companies chose — the mountain.
Tuwaiq Armour is a joint venture between MKU and Saudi defence company Sondos. Joint-venture identities usually fail as merger graphics or as one partner's brand with a footnote. This one is built from the thing that belongs to neither parent and both chose: the Tuwaiq mountain itself.
From escarpment to system
The mark derives from the mountain's formations and extends into a system that works at the scale of a ballistic helmet and an exhibition booth simultaneously — product branding, booth infosystems, a poster system, and corporate identity.
The mark should look inevitable — like it couldn't have been anything else.
Two scripts, equal authority
The logotype was designed in English and Arabic in parallel, both versions carrying the same weight and visual authority.
Credits
- Client
- MKU × Sondos
- Design
- Ashu Sharma
- Disciplines
- Brand Identity, Logo Design, Bilingual Design, Environmental Branding
- Year
- 2024