Brand Identity Development
Al Fateh.
A Hajj & Umrah service whose mark must carry trust and reverence before it impresses — a sacred journey, not a package.
Brand Identity Development
A Hajj & Umrah service whose mark must carry trust and reverence before it impresses — a sacred journey, not a package.
About the project · our role · our approach
Al Fateh guides pilgrims from the Eastern Province to Makkah and Madinah. Ahmad Al Ghamdi asked Mohammed Vaseeuddin for an identity that reassures families entrusting it with the most significant journey of their lives — composed, dignified and unmistakably reverent across every document a pilgrim touches.
Understand the pilgrim journey, the family decision and the gravity it carries.
Translate trust and reverence into one clear idea.
Mark, colour and type ready for documents, signage and ID.
History & heritage
Established in Al Khobar in 2012, Al Fateh set out to organise the logistics of pilgrimage — travel, lodging and guidance — with the seriousness the occasion demands. The Kaaba sits at the heart of the mark, the axis every pilgrim turns toward; the identity makes that sense of duty and direction visible from the first enquiry to the journey home.
Mission · vision · promise · essence statement
Carry every pilgrim to the holy cities with care, clarity and dignity.
Be the Eastern Province name families recommend for Hajj and Umrah without hesitation.
Nothing about the sacred journey is left to chance.
An opened path, faithfully kept.
The principles that guide Al Fateh
Meaning · culture · interpretation
The name draws on Al-Fattah — “the Opener”, the one who opens what is closed and makes a way. The Kaaba gives that idea its form and direction.
The Kaaba is the axis of the pilgrimage and of prayer — instantly understood, deeply held.
Trust, calm and devotion — the assurance a family needs before they travel.
Lead with the Kaaba mark; keep the system quiet, dignified and bilingual, never ornamental.
Archetype · personality · tone of voice
Protective, knowledgeable and calm — the steady hand that knows the route. Al Fateh informs and reassures; it never hurries the reader, and gives Arabic and English equal weight and equal dignity.
Logo · typography · colour · mood
A tall, dignified condensed sans for the wordmark and headings — upright and composed.
A calm humanist companion for documents, itineraries and bilingual body copy.
The geometry of the Kaaba, soft architectural light, marble and stone, restrained charcoal-and-silver, and calm bilingual type. Reverent and reassuring — never literal crowd photography.
First applications & handover
Mohammed Vaseeuddin
where reason meets resonance