13/02/2026
This began as a logo project for a cafeteria brand.
But before it became a brand identity, it was simply ink on paper.
Some letters are born quickly.
Some take 200 sheets of paper.
I don’t design Arabic calligraphy in one attempt.
I explore it.
I redraw it.
I question it.
I reject it.
I return to it.
This composition went through somewhere between 100–200 hand-drawn explorations - red versions, blue versions, wider structures, tighter forms, stronger curves, softer rhythm.
Some sheets went straight to the bin.
Some I couldn’t throw away.
Each one carried a lesson in balance, proportion, and flow.
Modern Arabic calligraphy, for me, is about respecting classical structure while allowing new movement to emerge. I don’t settle for the first beautiful form - I keep searching until the composition feels grounded, intentional, and alive.
Before it becomes digital.
Before it becomes a logo.
It lives here first - on paper.
The final black form may look simple.
But it carries every line that came before it.
If you’d like to see how this was transformed into a full brand identity with packaging and signage, you can visit my design page
