Offices in Dubai (Al Qusais) and Sharjah (Muweilah), working across the UAE, including Abu Dhabi, and in Oman.
The Jumanah Foods identity on a stationery suite, a concept for this service. See the original work →
In short
A brand identity, often called a corporate identity when the client is a company or group, is the system people recognise you by: the logo, colours, typefaces, patterns and tone of voice, working together wherever the brand appears.At Abcon Branding we design identities from an agreed strategy, in English and Arabic where the brand needs both, and present the system across signage, packaging and digital applications before it is signed off.
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What is included
What a brand identity includes
A logo is one part of it. A complete identity gives your team and suppliers everything they need to apply the brand the same way every time:
01
Logo and marks
A primary logo with the versions it needs: horizontal, stacked, icon only, one colour and reversed.
02
Arabic and English lockups
When the brand works in both languages, the Arabic is designed alongside the English so the two read as one brand.
03
Colour and typography
A palette with exact print and screen values, and typefaces chosen for how they read on signs, menus and phones.
04
Patterns and graphic elements
Supporting shapes that keep packaging, uniforms and social posts recognisable even without the logo.
05
Naming and tone of voice
Where the brand needs a new name or a clearer way of speaking, we develop both with the identity.
06
Brand guidelines and toolkits
The rules and ready-to-use files your team, printers and partners work from.
07
Applications
Stationery, signage, uniforms, vehicles, packaging, social templates and the website, designed as part of the system rather than afterwards.
Need only the mark for now, drawn on a construction grid, tested small and in one colour, and delivered with a full set of files? See logo design in Dubai and the UAE.
Jumanah Foods signage in an office reception, a concept for this service.
When it helps
When you need a new identity
01
You are opening a new business.
The identity is the first thing customers, landlords and investors see.
02
The logo no longer fits the company.
Businesses change faster than their logos. If the brand looks smaller or older than the company, it is holding you back.
03
The brand looks different everywhere.
If every sign, menu and post looks slightly different, customers never build a memory of you.
04
You need it to work in Arabic.
A Latin logo with Arabic typed underneath rarely feels like one brand. A bilingual identity is designed as a pair.
Before you hire
What to check in an identity before you sign it off
Most identity pages show finished pictures. The problems turn up later, at the signmaker, the printer or the trademark adviser. These are the checks we run on our own work, with the boards that show them, and the ones worth asking any designer about:
01
A version for every surface.
Ask to see the mark on dark and light grounds and shrunk to an app icon. Stryv’s boards show the lockup on red and on black and the symbol alone as an app icon.
02
Arabic drawn with the English.
If the name appears in both scripts, the Arabic should share the weight and proportion of the English, not be typed underneath. Compare Snap Chay’s matching lockups and Jumanah Foods’ English, Arabic and combined versions.
03
Exact colour values.
A colour has to come out the same on a fascia, a uniform and a screen. Truslink Stores’ identity specifies its colours, so a supplier never has to guess from a photo.
04
Shown where it will live.
A logo that looks right on a white page can fail on a building or a van. Mednoora’s identity is shown on the building sign, the stationery and a delivery van.
05
Room for the next company.
Groups add companies. Trus Holding, Trusworld, Truslink and Trusline share one root while each keeps its own symbol, so a new company can join without a new look for the group.
06
Artwork a trademark adviser can use.
The UAE registered 17,217 trademarks in the first half of 2026, so a mark has to be distinctive to be protected. Ask for vector masters and a construction drawing, and take legal advice on registration.
Process
How we work on brand identity
Every project follows the same four stages. This is what they mean here. Read more about our process.
01
Diagnose
We start with the business, the customers and the competition, so the identity answers a clear brief rather than a mood board.
02
Architect
We develop the idea and the system: logo, colour, type and supporting elements, shown on the places the brand will actually live.
03
Deploy
We finish every application you need and hand over the guidelines and production-ready files. Abcon Group’s printing and signage companies can produce them.
04
Compound
As the business adds products, branches and channels, we extend the system so it stays consistent.
The embossed Jumanah Foods monogram on cream letterhead, shown close up, a concept for this service.The patterned inner lining of a Jumanah Foods envelope with matching business cards, a concept for this service.
Selected work
Identities we have designed
Each of these is a full system, not a single logo: the mark, the colours and type, and the places it has to work.
We quote every project after a first conversation, so the proposal matches what the business needs. These are the things that move the cost and the timeline most.
I worked with them for my new startup. They supported me from my logo branding, product photography, website creation to marketing campaigns. Amazing team. Highly recommended.
Is a corporate identity different from a brand identity?
Mostly in name. Corporate identity is the older term, used when the client is a company or a group and the work centres on the logo, stationery, signage, vehicles and the rules for using them. Brand identity is the wider term and can cover a product or a person too. On this page both mean the same system, built from the same strategy.
Do you only design logos?
No. A logo is one part of the identity, so we first agree what the brand needs to say, then design the logo as part of a system that works across everything the business uses. When a business needs only the mark for now, our logo design service covers that, still starting from a short diagnosis rather than a blank brief.
Can you design our logo in Arabic and English?
Yes. We design the Arabic and English versions together so they share proportion, weight and character, as we did for Snap Chay.
What do we receive at the end?
The logo in print and screen formats, the colour values and typefaces, the brand guidelines and the finished application files, so your team and suppliers can use the brand without coming back to us for every file.
Can you refresh our current logo instead of replacing it?
Yes. If people already recognise the current logo, a careful refresh can keep that recognition while fixing what is not working. Our rebranding page explains how we decide.
Can you design an identity for a group with several companies?
Yes. We decide first how the companies relate: one shared look, a family with a common root, or separate brands. For the Trus family, Trus Holding, Trusworld, Truslink and Trusline each have their own symbol inside one shared structure. Our brand architecture work covers that decision in more depth.
Will the identity be ready for trademark registration?
We design for distinctiveness and hand over vector masters and construction drawings that a trademark adviser can work from. Searches and registration are legal work, so they should go to a specialist, ideally before the identity is final.
What helps you scope an identity project?
Share your current logo and guidelines if you have them, the business or product name, the languages it needs to work in and a list of applications. A shopfront, a small cup lid and a website each place different demands on the mark. Tell us whether naming is already settled and which application needs to be ready first.
Do you work with businesses in Abu Dhabi and the other emirates?
Yes. We work with businesses in Abu Dhabi, Ajman, Ras Al Khaimah, Fujairah and Umm Al Quwain from our head office in Al Qusais, Dubai, and our office in Muweilah, Sharjah. We do not have an office in Abu Dhabi. Meetings happen in person at either of our offices, or online, whichever suits the project. Abcon Group also works in Oman.
Preparing the first conversation? Build a brand project brief around your business challenge, audience and priorities.
Optional analytics, including Google Analytics, helps us understand the pages and campaigns that bring people to Abcon, and whether they’ve visited before. You can change your choice anytime.
