Diwani is a calligraphic genre of Arabic script, it was developed in the early 17th century and gained its momentum under Suleyman I the Magnificent. The Diwani script was one of the secrets of the sultan’s palace - only its masters and a few bright students knew its rules. This calligraphic style conveys beauty and harmony. It was used in the writing of royal decrees in the past, and still today in the correspondence of kings and presidents.
It is this magnificent calligraphic style that inspired the design of a concept presented to one of our clients, where we used principles of Diwani to shape an impactful art piece.
Although Diwani was our starting point, it wasn’t the only element that shaped our imagination - the Arabian Leopard, which the project is centred around, and the breathtaking landscapes of AlUla also constituted important aspects of the identity.
AlUla is a city of the Medina Region in north-western Saudi Arabia. Its decor is characterised by an architecture that merges with the landscape and creates magnificent works of art. The city is truly a place of humankind legacy, offering an authentic journey through time. The land was preserved by traditional tribes over the years, and was home to one of the eldest civilisations. The desert, canyons, and pristine rocks form a gorgeous landscape covered by a deep, ancient and comforting silence. AlUla’s unaltered nature is simply timeless and sublime.
With its solitary personality, agility and intelligence, the Arabian leopard thrives in such environments, and its beautiful brown coat blends seamlessly with the landscape.
The majestic Diwani calligraphy, the breathtaking landscapes of AlUla, and the agile Arabian leopard are powerful inspirations that embody elements of heritage, nature, culture and adventure. This resulted in a stunning, yet simple identity that truly makes a statement.
This project was done in collaboration with Ibraheem Khamayseh, Arab artist and calligrapher.