TotalEnergies × Safeer Branding

A co-branded identity system for Safeer, a TotalEnergies partner.

Brand Identity Creative Direction Energy & Utilities

Safeer is a regional TotalEnergies distribution partner operating in Saudi Arabia: a business that needed its own mark without stepping out of the parent brand's shadow. The brief was precise: build a co-branded identity that borrows enough credibility to open doors, then stands on its own once it does.

The anchor of the system is a custom bilingual logotype: Arabic and Latin drawn in parallel, weight-matched and optically calibrated so neither script reads as a translation of the other. Both hold at vehicle-livery scale and at business-card size.

TotalEnergies × Safeer Branding, featured

Brand Identity

Two scripts. One visual weight. Neither reads as a translation of the other — because it isn't.

Brand Identity

The colour palette keeps a deliberate reference to TotalEnergies while introducing a cooler midnight blue, Safeer's signal of independent ambition. Stationery, signage, and co-branding lock-ups were all built to sit beside the parent mark for years without being absorbed by it.

Brand Identity

The midnight blue is Safeer's quiet declaration: adjacent to the parent brand, but no longer inside it.

Safeer is a regional TotalEnergies distribution partner operating in Saudi Arabia — a business that needed its own mark without disappearing into the shadow of one of the world's most recognised energy brands. The brief demanded something precise: a co-branded identity system that borrows enough credibility to open doors in an established market, then holds its ground once it does. The work required navigating the hard tension between deference and distinction, between a parent brand's visual gravity and a local entity's need to communicate independent authority.

The anchor of the system is a custom bilingual logotype, Arabic and Latin drawn in parallel. This is genuinely rare territory in commercial brand work: most bilingual identities treat one script as the primary and the other as a transliteration. Here, neither concedes ground. Both letterforms were weight-matched and optically calibrated through extensive iteration until they read as equals — two scripts sharing the same visual mass, the same rhythm, the same confidence. Both hold at vehicle-livery scale without losing character, and sharpen without fussing at business-card size.

The colour palette keeps a deliberate, legible nod to the TotalEnergies system — enough to activate the partnership signal instantly — while introducing a cooler, more corporate midnight blue that becomes Safeer's own. That blue is the chromatic statement of independent ambition: adjacent to the parent brand's warmth, never absorbed by it. Applied across the full stationery suite, signage treatments, and co-branded lock-ups, the system was engineered for long-term parallel use, building equity for Safeer without cannibalising or competing with the mark it sits beside.

The result is an identity that performs a difficult act of balance: one that a Saudi audience reads as local and credible, that a global partner reads as aligned and trustworthy, and that the market reads as built to last. Stationery, vehicles, signage — every touchpoint carries the same composed, unhurried authority.

Client

Safeer / TotalEnergies

Industry

Energy & Utilities

Services

Brand Identity
Creative Direction

Office

Riyadh

Year

2023

Studio

HoopAI Creative Studio