Corporate Identity

AL GHURAIR IDENTITY PROGRAMME

One corporate mark carried consistently across interior reception, illuminated exterior positions and facility identification.

Client: Al Ghurair
Location: Dubai, UAE
Disciplines: Indoor Signage, Building Signage, Illuminated Signage

Project overview

A group identity applied across very different environments — a stone reception wall, an illuminated exterior position, an industrial facility elevation — has to survive the change of context without changing its character.

Scope of work

Interior reception identity
Halo-illuminated exterior signage
Facility identification
Cross-site consistency

The challenge

What made it difficult

The same mark behaves differently on every substrate. Halo illumination that reads elegantly against dark cladding disappears against pale stone. A colour that holds indoors shifts under direct sun. Left to each site, the identity drifts.

The concept

How we approached it

Fix the proportional relationship between mark and wordmark once, then vary only the construction method and illumination per position. The geometry stays constant; the fabrication answers to the wall.

The solution

FROM DRAWING
TO HANDOVER.

01
Interior
Halo-illuminated built-up lettering and diamond mark on stone, with standoff depth tuned so the glow separates the letterform from the veined surface behind it.
02
Exterior
Illuminated positions detailed for weather exposure with sealed construction and IP-rated modules.
03
Facility
Flat panel identification at industrial scale, sized against the approach distance across an open yard.

Gallery