Maalem is the Arabic word meaning ‘Landmark’ or ‘Monument’. It can also mean that of a vision coming into focus. The visual identity was inspired by human communication coupled with the (Arabic) phonetics of the word - how the sound would manifest in a visual, real-life form. It is both a modern, dynamic mark (literally) that introduces no additional messages other than the word 'Maalem' itself. It is also a way of ensuring the logotype has Arabian context being a graphic interpretation of an Arabic word. Now, when handing over their business cards, the directors are able to suggest " I give you our word, I give you Maalem".This is a strong and positive expression to make and emphasises the importance of trust and integrity when doing business in the region.

A visual form of sound creates a landscape, a tactile and ever changing perspective. The Brandmark is an interpretation of the tone, strength and structure of the word ‘Maalem’. It is unique to the brand and is rendered in an intricate manner which is intended to mirror the level of detail found in Maalem’s processes. It also portrays openness, personality and echoes the calibre of the team. It becomes a strong element of the brand, known as the Maalem Soundscape.

The new identity was born out of a kinetic idea and in order to preserve its integrity at all relevant touchpoints the brand will come to life, either through animation, interaction or intricate printing techniques.