branding | Website
DESIGN & development



THE BRIEF



Al Fadel Engineering and Contracting is a leading engineering and contracting company in Jordan that has been operating since the past 25 years. The field of services is Structural Engineering and Design, Civil Engineering, Electrical Engineering, Mechanical Engineering and Contracting.



The CHALLENGE



AL FADEL was behind the most significant projects in Jordan, from Marriott resort, Saraya Aqaba, Tala Bay, Sheraton Hotel to other premium hotels, hospitals and projects. The problem was with their branding; they didn't have a proper logo and identity to reflect the high-level of work and finishing that they provide.



The concept



The concept behind the logo was to merge and cover three main pillars, the construction crane, an iconic tower and growth symbol that represents the continuity and the process of the construction.



After we selected the main elements of a crane, iconic tower and growth symbol, we abstracted those main components to make it more relevant to the construction field and the same time to make it more elegant especially after choosing a modern font with artistic shape.