Alwan Al-Qa'a exists to turn people who care about the sea into people who show up for it. The identity takes on marine pollution, microplastics, overfishing, and habitat loss — heavy subjects — and gives them a visual language that feels alive and approachable instead of like a warning label.
A serious subject, not a serious-sounding brand.
Marine issues get talked about in warning signs and scientific language often enough already. This system takes a different route — it translates the movement, depth, and range of the sea itself into something people want to look at, whether they’re meeting it at an awareness campaign, a classroom, or a beach cleanup.
A wordmark shaped like something moving underwater.
The Arabic wordmark runs on broad curves and open forms — soft and fluid, nothing rigid or official about it. It reads as current and a little expressive, but stays clear enough to still work on educational material and public signage, where legibility actually matters.
The logo is just where the system starts.
Branching, coral-like forms carry the identity past the mark itself, built from a tight marine palette — deep indigo, electric blue, cyan, white. Nothing here illustrates one specific fish or reef; the graphics suggest growth and current instead, which gives the system room to flex across different campaigns without repeating itself.
From a flyer to a full outdoor surface, same language.
Print, posters, outdoor placements, campaign imagery, on-the-ground activations — the identity holds its shape across all of it. A small handout and a large public installation run on the exact same visual rules.
An identity built to close the distance to the sea.
Alwan Al-Qa'a now has a consistent, approachable system behind its education work, its awareness campaigns, its workshops, and its field activity. It stays rooted in the marine world it’s protecting, with enough flexibility to grow alongside the initiative itself.
