Tamarc General Contracting is one of Saudi Arabia's established construction and project management firms, with a portfolio spanning residential, commercial, industrial, and infrastructure sectors. HoopAI was commissioned to develop a complete brand identity from the ground up: one that could carry the authority of a decade-plus operating history while projecting the ambition of a company reshaping the Kingdom's built environment.
The wordmark at the system's core is a custom-engineered bilingual lockup: a geometric, angular Latin logotype, its letterforms sharpened and compressed to read with structural confidence, paired with a purpose-drawn Arabic counterpart in matching weight and attitude. A companion monogram icon distills the brand into an architectural grid motif, functioning as a compact mark for digital touchpoints, signage, and embossed collateral. The colour palette is resolved around a deep teal (Pantone 309 C) held against black, white, and cool grey: a combination that communicates endurance and precision without decoration.
Typography spans two axes: Merriweather Semibold sets editorial headlines, its bracketed serifs conferring gravitas on section titles and taglines; Inter handles body text with clean legibility across long-form content. The Arabic type system, set in Noto Kufi Arabic, was selected for its structural proximity to the Latin system, ensuring tonal parity across both scripts in bilingual layout.
The identity applications chapter covers the full operational surface of the brand: letterhead, business cards (print and digital, with a QR-enabled format for contemporary networking), large envelopes carrying the brand's woven geometric pattern on the gusset, branded merchandise, dimensional extruded logo signage, and a cohesive suite of social media templates. Throughout, a repeating architectural lattice motif, derived from the monogram, provides visual texture without competing with the wordmark, reinforcing the brand's construction heritage across every touchpoint.
