Arabic Lettering · Bilingual Logo System · Restaurant Branding
AŞKIM is a restaurant in Downtown Dubai serving Mediterranean and Turkish food. The assignment was focused and practical: design a distinctive logo and provide a concise toolkit for its consistent use. The final mark places custom Arabic lettering at the centre, supported by the Latin name AŞKIM as a clear identifying signature.
01 · The assignment
The project called for one coherent restaurant signature rather than two unrelated names placed together. Arabic needed to carry the visual character of the mark, while the Latin name had to remain legible and recognisable for AŞKIM’s multilingual Dubai audience.
The task was not to make both scripts look identical. It was to establish a clear relationship between them: an expressive Arabic centre, a quieter Latin identifier, and proportions that allow the complete lockup to read as one designed unit.
02 · Drawn development
The process began on paper. Different Arabic structures, stroke rhythms, proportions, and relationships with the Latin name were tested before the selected direction was refined digitally. The sketches include compact, emblematic, typographic, and more fluid alternatives; together they show that the final mark was chosen through comparison and judgement rather than produced from a ready-made typeface.
03 · The selected direction
The selected Arabic form uses a broad horizontal movement, varied stroke weight, and carefully controlled joins to give the name an individual presence. Beneath it, the spaced Latin letters create a stable baseline and make the Turkish name immediately identifiable without competing with the Arabic drawing.
Three burgundy diamond points provide a precise colour accent within the otherwise near-black mark. The detail is small but distinctive, giving the logo a repeatable visual cue without turning it into a separate symbol.
04 · Bilingual hierarchy
AŞKIM does not treat Arabic and Latin as equal-size translations. The Arabic lettering carries the visual personality; the Latin name supports identification and pronunciation. This deliberate hierarchy allows each script to perform the role it is best suited to within the same signature.
The result is an Arabic-led bilingual structure: culturally specific in its main expression, but accessible within an international hospitality setting.
05 · The logo toolkit
The project deliverable was a focused logo toolkit, not a full corporate brand guideline. It defines the primary colour version, black monochrome artwork, and a reversed white version for dark backgrounds. It also records the core colour values, the supporting Latin typeface, and the basic proportion and spacing logic of the lockup.
This level of documentation gives the restaurant and its production partners reliable master artwork without overstating the original project scope.
06 · The identity in use
The AŞKIM mark is currently visible in the restaurant’s environment and communications. Recent photography shows the Arabic-led signature on exterior signage and within the dining context, confirming that the selected logo moved from approved artwork into active use.
07 · Independent editorial feature
DesignRush published a short editorial analysis of the AŞKIM Restaurant logo on 17 September 2024 and credited the design to Nihad Nadam. The feature identified its calligraphy-inspired script, flowing typography, and minimalist composition as its standout characteristics.
This is presented as an independent editorial feature, not as an award or evidence of commercial performance.
08 · Outcome
AŞKIM demonstrates how a restaurant name can move across Arabic and Latin without forcing both scripts into the same visual behaviour. The Arabic lettering gives the identity its distinctive voice; the Latin signature provides recognition; and the toolkit protects the relationship between them in use.
The strength of the project lies in that focus: a custom-drawn logo, a clearly defined bilingual hierarchy, and enough documentation to reproduce the mark consistently.
Arabic and bilingual logo design
I design Arabic-led logos and bilingual identity systems that give each script an intentional role—combining cultural judgement, custom lettering, and practical rules for real use.