Now as the first foreign owned Saudi football club, Al Kholood's new owners came to me to create a whole new visual identity. They didn't just want a new logo, they needed a whole cohesive design system that would give the club a huge opportunity to stand out visually.
The identity is rooted in local culture, we've included many symbols and inspirations from Arabic culture and the Al Qassim region, where the club is based.
The Deathstalker Scorpion is the focal point of the branding. It is a symbol of survival, defence and common to the local region. The overall design style is inspired by local architecture and patterns with a focus on triangular and square shapes and angles.
We expanded the identity out from the badge, creating a full logo suite, typography system, and colour palette. The Typography includes a custom typeface and fonts inspired by Arabic script.
I was also tasked with creating social media templates, website and kit designs.
