A brand and website for a 200-year trading legacy
Brand identity, stationery and a bilingual corporate website for a Saudi family holding whose trading roots go back to 1825, built to introduce its joint ventures to international partners.
The brief
Al Shareef Holding is the business entity of the AlShareef AlTelmesani family of Saudi Arabia. The family’s trading history in Makkah and Jeddah goes back to 1825, and the holding, founded in 1986 by Khaled AlShareef AlTelmesani, today runs joint ventures in logistics, chemicals, engineering and mining with partners from Singapore, China and the Gulf.
The company had the history and the partners. It did not have a brand that said so. The chairman asked Loor Connect for an identity that could sit next to those partners’ names, and a website that explained the group to new partners in English and Arabic.
What we did
We started with the name, not with a symbol. The wordmark was drawn by hand first, so the typography would carry the weight of the name on its own. Then we explored eight symbols, each with a meaning the chairman could explain in one sentence: a bridge between businesses, two hands greeting, connected people seen from above, the infinity sign of a family that keeps going. The chosen mark joins two squares into one continuous line: the corners stand for business, the houses for family, and the line never ends.
The identity was delivered in gold on black and gold on white, with a full stationery set: letterhead, second page, memo and DL envelope. We wrote the company story, the mission and the chairman’s message from a structured briefing with the family, and designed and built a ten-page corporate website with a business directory, SEO setup, analytics and newsletter integration, with the first concept delivered in 20 days.
The result
The holding went from a name on contracts to a brand with a story. The website introduced the group and its joint ventures, PTC Logistics MENA, BIC Hub, M7 Arabia and Wengfu Arabia, to partners in five countries, in the company’s own words. The identity we created is still the mark the holding uses today.
Wordmark development: the name drawn by hand before any symbol was tried. 
The chosen mark, gold on white stock, as it appears on the stationery. 
Concept 1: an arch and a rising line, inspired by a bridge connecting businesses. 
Concept 2: two hands greeting each other inside a solid square. 
Concept 3: multi-connection in a minimalist Arabic geometry. 
Concept 4: two squares, corners for business and houses for family, drawn as an infinity sign. 
Concept 5: a bridge of connected arms. 
Concept 6: connected people seen from above, help and solidarity in business.
