Concept (big idea)
Raising an awareness campaign about the Hammour overfishing. The goal of this mission is to educate people about this problem by representing it in an interesting way to grab their attention. The problem of the Hammour overfishing will be addressed creatively through the fish perspective under the sea and how it is affected. Therefore, the name Foog “o” Tahta was chosen to show the contrast of life above the sea comparing it to the sea life under and to show people’s ignorance in acknowledging the truth. The design elements will show the contrast between the above and under. Elements that are used in the sea will be used creatively in demonstrating the idea. To expand the campaign mission it will be spread in the restaurant by printing messages on plates and cups to send the message in a powerful way to grab people attention.
Branding
Naming: Foog “o” Tahat (above & under)
• Foog means above and it indicate the danger coming from above that is human action of overfishing Hamour.
• Tahat means under and it indicate the reality under the sea and that is threatened by the uncontrolled overfishing problem.
Selection of the words was chosen to represent contradiction of what is found above and under.
Other naming suggestion:
Save Hamour, Hamour under, marine life sustainability, sustainable marine environment and save it know to live peacefully tomorrow
Logo sketches
I sketched many ideas in representing the logo. One of the ideas was to use an Illustration of the Hamour in the logo and represent the action of catching the Hamour from above. Other idea was representing the logo in typography that shows arrows for above and under as an indication of showing the idea. As for the final logo I chose to use the illustration of the Hamour combined with the Arabic words above and under by showing the placement of each word.
Digital copy of the logo
Different colors of the logo
Final outcome of the logo
Symbol Hamour outline is used as symbol for the logo and posters.
Tagline
1. the lies above the truth under
2. the world above the truth under
3. Danger world Vs peaceful world
4. Above is ignorance and under is reality
Style
• Overall style is represented by showing the strong contrast to design
(Above & under).
• Simple and bold design
• Using layers to create depth and movement
• Combining typography and illustration
Typography
Text font: Helvetica
abcdefJhigklmnopqrstuvwxyz
abcdefJhigklmnopqrstuvwxyz
ABCDEFJHIGKLMNOPQRSTUVWXYZ
ABCDEFJHIGKLMNOPQRSTUVWXYZ
Logo font: frescoArabic-Normal
abcdefJhigklmnopqrstuvwxyz
abcdefJhigklmnopqrstuvwxyz
ABCDEFJHIGKLMNOPQRSTUVWXYZ
ABCDEFJHIGKLMNOPQRSTUVWXYZ
Color
-Blue
-Red
-Brown
-White
Blue: Represent the calming and peaceful sea
Red: Representing the danger, violence and grab the attention
Brown: Represent the Hamour fish
White: pureness
