Chapter 04

Brand Logo

Scroll

Brand Mindmap

Hover a branch

Feelings Mindmap

A Moodboard is not just a collage of visuals — it’s a strategic tool that translates abstract brand thinking into a tangible emotional direction.
Think of it as the bridge between strategy and design.

Logo MeaningCompass

Logo Moodboard

Pick a cluster · click an image to enlarge

Compass close-up, needle over a white dial Silver pocket compass on navy Pocket compass with a ring, dial facing up Brushed metal compass lid
Black and white negative-space relief shapes Negative-space relief with a black circle and square Small negative-space relief shapes on grey Large negative-space relief with half circles
Glowing pixel grid in black and white Soft glowing squares in a grid Pixel grid in perspective Pixel grid with lit cells

Low Fid

Sketching Phase

At this stage, we began designing the logo on paper through a series of hand sketches, directly guided by the mind map and moodboard.
Through this process, the ideas were gradually refined and developed until we reached the final design.

In front of you is a selection of these sketches, illustrating how the concept evolved in a structured way into a strong logo that reflects the brand’s essence with precision.

Sheet of 16 hand-drawn logo sketches beside a larger final mark, with a brush pen lying across the paper
Final
Logo construction grid: the mark built on a 3 x 3 square grid with diagonals, a central cross band and a four-point star at the centre

Logo Structure

Logo structure is the internal architecture of a logo — how its elements are built, aligned, and related to each other to create a cohesive, scalable, and meaningful mark.

Layers

Build

Measures

Logo Textures

We derived visual textures from the brand to be used as supporting elements that reflect the brand’s spirit in the logo.

They can be used across ads, social media, the website, and print materials.

This shows the brand’s flexibility and ease of application across different channels.

Magas mark in glass and granite
Magas mark as a purple puffer
Magas mark in chrome
Magas mark in purple knit

Typeface Structure

The logo and typeface are built with precise proportions, and these proportions must not be altered under any circumstances.

Highlight

Lock-up in grey with horizontal bands and vertical guides showing how the mark, مقاس and Magas align

Move the pointer over the letters to reveal handles

Do not change spacing between the font

Logo Meaning

Hover a part of the logo, or read on

Logo on backgrounds

Background Logo
Row of app icons (Photos, Safari, Magas, Maps, Messages) on navy, with the Magas icon enlarged in the centre

App Icon

Corner of an iPhone home screen showing the Magas app icon next to Calendar

App Icon

As you can see, the logo is designed to work well for mobile applications, as it is simple and modern.

Logo on other Platforms

Click a button to copy its logo icon as SVG

Logo on Photography

Corner mark

Hover a photo to read its corner brightness.

Clothing rack with blurred walkers, black and white
Glass tape measure on black
Clothing rack with walkers, wide shot
Glass tape measure with a ruler on black
Clothing rack with a walker in sneakers
Glass tape measure with its Push button

Unacceptable to use

Do not squeeze out the logo

Do not change alignment

Do not use strokes

Do not change the typeface

Do not change spacing between the font

Do not add shadow to the logo

Click a card to compare the unacceptable example with the correct logo

Logo Sizes

75 Pixels

Logo on Signs

The signage on which the logo is displayed should be made of glass and feature a blue color, reflecting a sense of ease and flexibility, while also conveying modernity and intelligence.

Blue glass cube sign mounted on a white wall, with the white Magas mark and TM on its face

Logo on Stationery

Letterheads

Logo placement on stationery is a critical part of brand consistency and professionalism. Here’s a quick guide to standard logo placements on common stationery items:

Pick a placement to preview it alone

Logo on Stationery

ID Cards

Logo placement on stationery is a critical part of brand consistency and professionalism. Here’s a quick guide to standard logo placements on common stationery items:

Portrait ID card outline with the vertical lock-up centred in its upper third and grey guide lines
Flags
Four feather flags with guide lines, each showing a different logo placement
Flags
Landscape flag with the vertical lock-up centred on guide lines