01
Brand strategy
Positioning, audience, and the one word the brand must own before a single line is drawn.
Amman · Brand identity & Arabic type
We build brandsletter by letter.
Harf is a brand identity studio in Amman. We draw an identity the way a calligrapher draws a word — the letter first, then the line, then the whole. Arabic and Latin, set to the same exacting standard.
Specimen № 001Ḥāʾ — the first letter of Harf
— The premise
A logo is not a picture. It is a letter held to a promise — a shape a stranger must read at a glance, in two scripts, from a shopfront and from a phone. We start there, and we do not stop until the letter is right.
— What we make
Six disciplines, one letter at the centre.
02
Naming
A name that reads and sounds right in Arabic first, and travels cleanly into Latin.
03
Logo & identity
The mark, the palette, the system — everything a brand shows the world, held together.
04
Arabic & Latin type
Custom letterforms and dual-script wordmarks, weighted so both languages feel native.
05
Brand guidelines
A book anyone on the team can follow — spacing, tone, do and do-not, in both directions.
06
Art direction
We stay on after launch to keep the identity honest across every campaign and screen.
— The studio in numbers
2011Established
180Brands shaped
12Design awards
2Scripts, one standard
— Trusted with the name on the door
“Type is the voice of a brand long before anyone reads a word.”
— Start an identity
Have a brand that deserves its own letter?
Tell us the word first — the mark comes after.