Calima - Brand identity for an Arabic learning app
“
A bookmark inside a frame, for lessons that take three minutes.
Calima
Brand identity, 2019
About the project
Calima, كلمة in Arabic, is an Arabic-first learning app from BePro Consultancy in Amman. Companies buy short soft-skills courses for their staff, who learn through flash cards, quizzes and badges. In 2019 we designed the logo, a bookmark inside a square frame, with the slogan, colors, type and logo guide, then carried it into the app icon, badges, the iOS and Android apps and the landing page.
Project
Calima Brand Identity
Industry
E-learning
Location
Amman, Jordan
Date
2019
“
Client Request
BePro wanted a digital home for its soft-skills training: an Arabic app that companies give their employees, with short lessons, exams and a leaderboard.
BePro Consultancy
Project brief, 2019
Design Pillars
Core Brand Principles
The Arabic name sits beside Calima, and the app was designed in Arabic first.
Turquoise sits between the calm of blue and the growth of green.
A bookmark in the mark, for picking up a lesson where you left it.
Exploration
From Sketch to Final Mark
Options
We presented logo options in October and November 2019.
The Sketch
The chosen option started as a pen sketch of a frame with a bookmark inside.
The Guide
The final logo and the slogan Grow with knowledge went into a logo guide in December 2019.
The Challenge
Problem Statement
The Main Goal: A Learning Brand Built for Arabic
Calima had two audiences: the companies that buy courses and the employees who take them on their phones. The brand had to read well in Arabic and English, feel calm enough for learning and stay clear at app-icon size.
“
Grow with knowledge.
Calima Slogan
Plexable, 2019
Our Approach
Solution
A Brand System for an App
Logo, slogan, four brand colors, Tajawal and Poppins type, a logo guide, the app icon and a set of badges. It is an example of our Branding work.
01 - Logo and Slogan
A bookmark in a square frame, the name in Arabic and English, and the line Grow with knowledge.
02 - Color and Type
Turquoise, purple, orange and red, with Tajawal for Arabic and English and Poppins for English body text.
03 - Brand in Use
App icon, badges, onboarding screens and the landing page.
Before & After
The Blueprint & Evolution
Sketch to Final Mark
The chosen logo went from a pen sketch to the final mark.
Before: the hand sketch of the frame and bookmark.
After: the final Calima logo with its slogan.
Design
Key Features
Badges
Five badge illustrations reward learners as they finish lessons and exams.
App Icon
The mark sits alone on the app icon so it reads at small sizes.
Design System
Visual Identity
Typography
Tajawal for Arabic and English in up to three weights, with Poppins for English body text.
Color Palette
Turquoise leads, with purple, orange and red for badges, buttons and campaigns.
Logo Usage
Versions for white, purple, colored, dark and photo backgrounds.
Impact
From Guide to App
Results for Calima
Calima went from a working name, BePro, to a finished brand used across the app, the badges and the landing page.
Calima
Result
By the Numbers
4 Brand Colors
Turquoise, purple, orange and red.
2 Languages
Arabic first, with an English version of the iOS app.
5 Badges
Illustrated rewards for finished lessons and exams.
Exploration
The Logo Journey
From Frame to Bookmark
We drew a square frame with a bookmark inside, then paired it with the Arabic and English name and a slogan in both languages. You can see the brand on the guide, the app and the landing page below.
Final Showcase
The Calima Brand
