FutureBrand

Arabicization

September 2009

Recently, real estate and hospitality brands have developed a more Arabic-centric orientation in their names and design. This shift signals both the market’s increased maturity and the desire to find what we call “the authentic”—real and meaningful links to the region’s heritage—which has resulted in the creation of a unique voice and expression for Middle Eastern brands.

As this practice becomes more pervasive, the challenges we often face include:
• When should (or shouldn’t) Arabic be used?
• What are the options for adopting Arabic in a brand name?
• What are the related options for brandmark design?
• What are the customs, laws and regulations surrounding brand identity, and how do these differ throughout the region?

This article examines these questions, illustrates a set of options and considerations, and shows examples of how we have addressed similar topics for clients in the brands we have established over the past ten years.