Always Arabic Corporate Typeface
Mohtaraf Beirut Graphics
Always is an international brand of feminine hygiene products. It is widely known and used in Lebanon and the arab countries. For a better communication scheme to its arabic-speaking target audience, an arabic version of always’ corporate font ‘AlwaysRadio’ was highly essential.
The latin typeface is very dinstiguished because of its fluid cursiveness, seamless connections and special letterforms. Many of its characteristics were implemented in the arabic version such as the x-height, the spurs, the tails, the high thick/thin stroke variation and the slant. The major challenges were adapting the seamless connections between the letters (normally straight lines in the arabic script) and deciding on the angle of the slant.
The result is an arabic typeface that is as fluid, feminine and playful as its latin counterpart.
Developed by Greta Khoury • Art Direction Yara Khoury •
With contribution from calligrapher Ali Assi
