TotalEnergies × Safeer Branding
A co-branded identity system for Safeer, a TotalEnergies partner.
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.
Two scripts. One visual weight. Neither reads as a translation of the other — because it isn't.
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.
The midnight blue is Safeer's quiet declaration: adjacent to the parent brand, but no longer inside it.

























