Originating from a tree called Grewia Velutina, called (na-shem) in Arabic, whose branches are valued for durability and strength and hence used to manufacture “bows”. As such, the name “Neshami” was derived to highlight the company’s values. Choosing branches rather than the tree itself in order to represent the company is born out of the imagery that branches have long been associated with the idea of aid and support rather than a tree, which symbolizes protection in the form of offering shade.
Under this theme, the logo was created using sharp edges and angular form to denote this form of aid representing Neshami’s main objective.
The use of a color palette incorporating a rich navy blue hue and stark white further emphasizes the abstract ideals of trustworthiness and durability.