Abjjad

Viu was tasked with creating a logo and visual language that would resonate with a younger, more casual audience, while still honoring its cultural roots and maintaining its connection with literary enthusiasts. The primary challenge was to reposition Abjjad as a dynamic social platform for literature—where reading, discussion, and sharing come together.

In today’s evolving literary landscape, Abjjad’s vision is to make Arab literature more accessible and engaging for a diverse audience. The platform’s mission is to connect readers with stories that matter, fostering a space for conversation and community built around literature. The core idea behind the brand is to go beyond traditional reading and create a social platform where users can share, discuss, and discover new perspectives, making the literary experience more dynamic and interactive.

To bring Abjjad’s vision to life, the new brand identity needed to visually represent its mission of connecting readers and fostering community. The redesigned logo encapsulates this by symbolizing the connection between tradition and modernity, offering a fresh take on Arab literature while respecting its roots. The visual language was crafted to be flexible and dynamic, able to adapt seamlessly across various touchpoints, from digital to print, ensuring a cohesive and engaging brand experience.

In our discovery sessions with the Abjjad team, we identified the importance of building a brand that felt both inclusive and impactful. Through collaboration, we developed the idea of “connecting readers”—a metaphor that highlights Abjjad’s role in bringing people together through stories. The logo and visual elements convey this concept by transforming letters into shapes that suggest seamless movement and connection, embodying the platform’s mission to not just be a reading space, but a place for conversation and shared literary experiences.