King Abdullah Endowment — Branding & Packaging

King Abdullah Endowment for Talent & Creativity is a Saudi non-profit endowment created to support talent, creativity, knowledge, and innovation through a sustainable model of long-term impact.

The identity explores a simple idea: a lasting asset can create lasting impact.

Rather than representing Waqf through conventional donation or charity imagery, the project translates the meaning of the Endowment into a contemporary visual language built around legacy, containment, growth, and continuity.

At the center of the identity is a human element representing talent and potential. It is surrounded by a geometric structure inspired by Islamic geometry, Saudi heritage motifs, and forms that communicate protection, stability, growth, and collective support.

The resulting symbol becomes the foundation of a broader visual system.

Its geometric components are transformed into repeatable patterns and graphic compositions, allowing the identity to move naturally across stationery, printed materials, environmental applications, digital communication, merchandise, and physical brand touchpoints.

The color system reinforces the same balance. Deep emerald tones communicate stability, depth, and the enduring nature of the Endowment, while turquoise introduces a sense of technology, future thinking, and the energy of emerging talent.

The identity was designed to balance institutional trust with contemporary creativity, connecting Saudi cultural roots with a forward-looking vision.

Across the applications, the visual system maintains a consistent relationship between structure and movement — allowing the same geometric language to create both formal institutional communication and more expressive applications.

From business cards and printed materials to bags, signage, environmental graphics, and digital touchpoints, the identity demonstrates how a single geometric DNA can evolve into a complete and flexible brand world. The final identity is designed to remain recognizable across both light and dark environments and across different physical and digital contexts.

Legacy → Endowment → Talent → Creativity → Impact → Future

From a lasting asset, lasting impact.

Credits

Brand Identity: Omar Altayeb
Art Direction: Omar Altayeb
Industry: Non-Profit / Endowment / Talent & Creativity
Location: Saudi Arabia
Year: 2026