January 2007 | TAJ Branding.


Identity design and development for a Middle East-based brand family.

After extensive research and investigation into a number of creative options, a
classical typeface was chosen for the TAJ brand. It was redrawn to introduce dramatic
and contemporary elements and set it apart from competitors. A banner of colour was
introduced on the stationery items as a structural application for the logotype adding
strength and depth to the logo.  

A contemporary metallic colour palette was chosen to compliment the main brand
colour, with a separate and identifying colour assigned to each of the six subsidiary
brands. The identity itself is kept consistent across all brands, with the name of each
included in the text content. The subsidiary colours were applied full-bleed to the
reverse of the stationery to compliment the understated typography and add to
the contemporary nature of the overall branding.




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