Brand identity, bilingual · United Arab Emirates, 2026
Tarjama
Tarjama is MENA’s enterprise language ecosystem — eighteen years of translation, localisation and now Arabic AI, sold to governments and to the global brands that have to speak to them.
The identity was built end to end: strategy, the logo, a bilingual system in which Arabic and English are drawn as equals rather than as a translation of one another, the site, and the videos it launched with.
This is the second chapter of it. The 2023 mark put an ampersand after the name to say “more than translation”; by 2025 the company was shipping Arabic-first AI alongside forty thousand linguists, and the symbol was cutting the name in half everywhere the name actually mattered — in a client’s inbox, in a search result. So the surface changed and the spine did not.
The site, live in the frame — and the whole of it is one window away.






The case for retiring a logo. Eight years in, the ampersand did one job well — it said translation — and by 2025 the company was shipping Arabic-first AI alongside forty thousand linguists. The deck opens on eighteen years of the name in one row, then says the quiet part: clients kept typing tarjama, search kept indexing tarjama, and the bolted-on symbol just cut our own name in half. The principle that follows is the whole brief — change the surface, keep the spine — and the regional bet under it is the one most global brands get wrong: Arabic is not a layer bolted on after the English is signed off.




The mark itself. One spark, two scripts — the Latin and the Arabic wordmarks converge on a single red diamond where a full stop used to sit, and because the Arabic is drawn into the same geometry rather than translated into it, the two lockups share a spine instead of resembling each other. The spark then earns its keep as a compass: four arms, four directions the business commits to. Four surfaces, and six things you may not do to any of them.



One red, one black, and a typeface with no licence problem. TarjamaFontV1 is built from Space Grotesk and Cairo — both open source, both credited on the page — so a company that ships in two scripts owns its own type rather than renting it per seat. The scale underneath is four steps and a label, which is all a system this strict needs.


On paper, where the cream does the work. The stationery runs almost entirely on the two light grounds with the red kept for the mark and one rule — a card, a letterhead, a lanyard and a cup are not the places to prove you own a colour.
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-16.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-17.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-18.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-19.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-20.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-21.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-22.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-23.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-24.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-25.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-26.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-27.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-28.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-29.webp)
![Fifteen deck pages showing the Tarjama website across desktop and phone: the home page, MENA’s Leading Enterprise [language] Ecosystem; solutions; blogs; the Arabic site set right to left; T-Portal; about and the team; the ecosystem mega menu carrying arabic.ai, Ureed, Cleverso, Screens and The Content Lab; portfolio; service bundles; the OSN case study; contact with seven offices; the client directory; the footer; and a closing card reading visit tarjama.com.](/books/tarjama/work/brand-30.webp)
And the interface the identity was actually built for: 120+ pages of tarjama.com, in two scripts and seven languages. The Arabic site is not the English one mirrored — the navigation bar is drawn once for both, the red spark leads the read from the top-left, and the type is the same family rather than a substitute. Fourteen pages of it here, from the home page through solutions, blogs, the Arabic site, T-Portal, about, portfolio, bundles, case studies and contact.
















