HAL Brand System

01 · The mark

حَال, drawn in a tea-house Naskh

The Arabic leads and HAL follows. The letters were redrawn from the original logo, a little lighter and sharper, with one fatha above.

Construction: every point and handle of حَال and HAL

02 · Logo family

Eight lockups, one voice

The primary leads. The horizontal and vertical lockups suit long and tall formats. The seal, postmark, badge and arc mark are for stamps, labels and small spaces.

V01 Primary

V03 Horizontal

V04 Vertical with descriptor

V10 Seal

V11 Postmark

V14 Oval badge

V15 Arc mark

V12 App icon

03 · The icon

The diamond seal

The four-way tea leaf cut out of a rounded diamond. It is the smallest form of HAL: a favicon, a lid emboss, a sign's end face, a corner of every layout.

04 · Colour

Majlis green, and the light on it

Green leads every surface. Ivory is the paper. Brass draws the fine lines. Copper, olive and sage separate the blends.

Majlis Green#213D30RGB 33 61 48CMYK 78 39 72 50Lead. Grounds, logo, labels

Ivory#F2EBDARGB 242 235 218CMYK 4 6 15 0Paper, light grounds, type on green

Brass#BD9B60RGB 189 155 96CMYK 25 37 70 6Fine lines, icons, foil

Copper#A1561CRGB 161 86 28CMYK 24 72 100 15Warm accent, blend No. 02

Olive#3E4827RGB 62 72 39CMYK 62 42 88 45Accent, blend No. 03

Sage#B9BE93RGB 185 190 147CMYK 30 15 48 0Soft ground, posters

Ink#161513RGB 22 21 19CMYK 70 65 65 80Small print, receipts

Green 55Ivory 22Brass 9Accents 14

05 · Typography

Zain for the voice, Mada for the words

Zain sets the Arabic headlines with long kashida strokes. SF Mada carries every paragraph, label and number. In English, Cormorant Garamond writes and Jost labels.

06 · Pattern

The line grid

Fine lines with a tea leaf at every crossing. The grid is always a ground; the devices and the logo sit on top of it.

07 · Brand devices

Stamps, arches and a tilted photo

Five shapes that frame the brand's photos and words, on screen first and wherever they fit in print, packaging and the space.

01 · Stamp frame

A perforated edge frames a photo, the logo or a short line. Ivory stamp on green, or green on ivory and kraft.

02 · Arch

The majlis window. Holds photos, labels and headlines; a short line can run along its curve.

03 · Tilted photo + offset outline

The photo sits at -4° on a white polaroid border; a brass hairline rectangle stays square behind it, offset down and right.

04 · Postmark

The cancel mark crosses a stamp edge or a photo corner. Used once per layout.

05 · Scalloped crop

A soft scalloped edge for single photos on posters, menus and social posts.

Together

The grid is always the ground. One device leads, one supports, and the postmark crosses them once.

08 · In the space

HAL at the kiosk

Built letters above the scalloped awning, a pole at the street, lit blades on the walls and one line painted in the majlis. Switch Day and Dusk at the top.

Pole sign at the street entrance, day — Pole sign at the street entrance

Pole sign at the street entrance, dusk — Pole sign at the street entrance

Framed blade · bronze frame, day — Framed blade · bronze frame

Framed blade · bronze frame, dusk — Framed blade · bronze frame

Frameless blade · the seal on its end, day — Frameless blade · the seal on its end

Frameless blade · the seal on its end, dusk — Frameless blade · the seal on its end

Lightbox in the liwan window, day — Lightbox in the liwan window

Lightbox in the liwan window, dusk — Lightbox in the liwan window

The hoarding

09 · Tea tins

The round tin and the box

Matte majlis green with the diamond seal blind-embossed on the lid. The round tin wears a stamp band; the box wears an arch label. Each blend has its own colour.