We met with the client to discuss the scope and goals of the new identity. Before our initial meeting, the client provided a creative brief that helped articulate the background of this JV, along with the goals and expectations of creating a new identity, and what our deliverables would need to include. Because this identity is for a company with multi-cultural audiences we made sure the colors and symbols used were culturally accepted. The logo would also have to translate from English to Arabic.
After presenting several concepts, the client chose the direction we would continue to develop. The logo would embody the strengths and unity of the partnership created by the JV.