Athar Art Direction

“Athar” – The Health Endowment Foundation, is a nonprofit entity dedicated to enhancing the healthcare sector in the Sultanate of Oman. Its primary mission is to elevate the quality of healthcare over the long term by leveraging contributions and donations from both individuals and corporations.

I was entrusted with the responsibility of devising a brand name, conceiving three distinct design and artistic concepts, preparing press kits, and crafting social media templates for the foundation, all in close collaboration with their production agency.

Following multiple rounds of brainstorming for potential brand names, the client ultimately embraced the name “Athar.” This term, rich with positive meanings in Arabic, encompasses a wide array of connotations including, but not limited to, leaving an enduring impact, showcasing steadfast determination, embodying benevolent favors, exemplifying honor, and inducing meaningful influence.

الَأَثرُ : العلامة، أثِرَ عليه : فضَّل نفسه عليه في النصيب، فهو أثِرٌ. أثِرَ على الَأمر: عَزَمَ، أَثرَ الضَّيْفَ: أكْرَمَهُ. أَّثرَ فِيهِ بكَلَامِهِ: ترَكَ فِيهِ أثرًا.

A tributary stands as a river or stream that gracefully merges its waters with a grander river or expansive lake. It serves as the nourishing wellspring that fortifies the might of the larger watercourse, enabling it to bear its treasures to distant horizons.

Likewise, the role of Athar echoes this essence, as it intertwines diverse sectors, whether governmental or private, fostering solidarity and in turn establishing a potent interlinking network. This intricate web ensures the realization of innovative financial avenues for the healthcare system, thus propelling its advancement with unwavering momentum.

Opting for an abstract approach in crafting the logo design opens the door to harnessing the vocabulary of shapes, forms, colors, and expressive strokes. This avenue empowers us to artistically portray an imaginative representation of the notion of interconnection.

The small streams or channels can be represented by a wavy line. Repeating them represents the cumulative positive effect. A circle surrounding that effect is the greater good that results from this process.

By combining the abstract elements mentioned before we arrive at this dynamic icon, Modulating the stroke lines (variation in thickness) creates depth and dimension at the center of the circle, the radial gradient emphasizes that effect.

The Arabic logotype is developed from a contemporary typeface base. The wavy stroke connects the logotype with the logo icon and creates a simple yet interesting shape.

The chosen color palette comprises a duo of bold and contrasting hues. The classic purple embodies associations with creativity, spirituality, and wisdom. On the other hand, the blue-green mint shade symbolizes ambition and growth.

A tributary stands as a river or stream that gracefully merges its waters with a grander river or expansive lake. It serves as the nourishing wellspring that fortifies the might of the larger watercourse, enabling it to bear its treasures to distant horizons.

Likewise, the role of Athar echoes this essence, as it intertwines diverse sectors, whether governmental or private, fostering solidarity and in turn establishing a potent interlinking network. This intricate web ensures the realization of innovative financial avenues for the healthcare system, thus propelling its advancement with unwavering momentum.

Opting for an abstract approach in crafting the logo design opens the door to harnessing the vocabulary of shapes, forms, colors, and expressive strokes. This avenue empowers us to artistically portray an imaginative representation of the notion of interconnection.

Following the same previous concept and approach; the streams can be represented by converging thick lines. Multi-level planes represent the cumulative positive effect. The movement lines go up in a herringbone pattern to represent collaboration.

A formidable icon is created by combining the abstract elements mentioned before. The lines are created from a modulated calligraphy brush to give it an organic look. Following the movement lines creates an interesting asymmetrical shape that resembles a wheat spike as a lucky coincidence.

Classic blue and orange are great complementary colors for each other. The Blue is dependable and strong, and the orange is confident and energetic.

As an additional choice, a stacked calligraphy design was created.

The logo mark is developed from a freestyle calligraphy base. The smooth vertical lines and symmetrical shapes create a sense of harmony.

The electric royal blue communicates authority and confidence which makes it the perfect main color for this option.

Client: Health Endowment Fund “Athar”.
Project: Brand Naming, Art Direction, Branding, Logo Design, Typography, Color Palette, Social Media Templates.
Agency: Creative Soul, Oman.