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Client

Cartier

Year

2020, 2023

Service

Luxury Branding

Description

An Arabic logo reimagined, unfolding across a series of evocative event experiences between Cartier and Twothirds

Arabic adaptation of Cartier’s renowned logo

Client

Cartier, a symbol of luxury and timeless craftsmanship, has enjoyed a longstanding presence in the Arab world, revered for its elegant designs and exclusive heritage.

Challenge

Twothirds was commissioned to design an Arabic logo that reflects Cartier’s deep connection to the region, while honoring the elegance of Arabic calligraphy and preserving the brand’s timeless luxury.

The main challenge was to create a logo that genuinely embraced Arabic design principles—its unique form, flow, and proportion—without simply adapting Latin letterforms into Arabic script, which risks losing cultural authenticity.

Guided by Jacques Théodore Cartier’s admiration for Arabian art and aesthetics, we approached the design with a sincere cultural understanding. This allowed us to integrate Arabic calligraphy in a way that feels both authentic and aligned with Cartier’s refined, global identity.

Rooted in craftsmanship and excellence, Cartier’s legacy demanded a design that balances luxury with cultural respect. Our goal was to create a logo that resonates deeply within the Arabic tradition while maintaining the sophistication and timelessness of the brand.

Solutions

Our creative direction drew directly from Jacques Théodore Cartier’s profound respect for Arabian culture and art. His genuine admiration for the region’s visual heritage shaped our approach and enabled us to integrate Arabic calligraphy seamlessly into Cartier’s identity.

At the heart of the design was Arabic calligraphy, grounded firmly in the Naskh script. We meticulously crafted each letter to preserve its natural proportions and flow. Rather than imitate Latin letterforms, which often dilutes authenticity, we focused on the distinct fluidity and precision unique to Arabic script.

We honored the anatomy of Arabic letters with exacting care, ensuring every proportion, stroke, and structure stayed true to traditional calligraphy. The outcome is a logo that captures the elegance and harmony of Arabic script while fully reflecting Cartier’s signature luxury.

The result speaks for itself. Cartier has repeatedly entrusted us with projects from High Luxury Event Branding to Ramadan Suhour Event Branding, affirming the strength and respect of this design.

Testimonials

I had the pleasure to work with Two Third on the development of Cartier’s Arabic logo. Before designing, they took the time to study Cartier’s archives—looking into historical logos, packaging, and the brand’s overall visual heritage. This research-led approach gave the final logo real depth and coherence, staying true to Cartier’s identity while translating it thoughtfully into Arabic. Their strength lies in grounding creative work in solid research, which made a real difference in both the process and the outcome.

— Sofia Nehaoua

Choosing Naskh as our foundation allowed us to honor the weight and history of Arabic calligraphy while offering the clarity needed for a contemporary mark.

Instead of adapting existing forms, we worked to uncover the common ground between two worlds, allowing the integrity of Arabic script to lead, while subtly incorporating Cartier’s visual identity. The result is more than a direct translation; it is a mark shaped by dialogue between heritage and innovation, tradition and modernity. This logotype stands as a reflection of mutual respect, uniting two design traditions with confidence, authenticity, and an enduring sense of elegance.

Logo Process

SERVICE

Luxury Branding

CLIENT Cartier

YEAR 2020, 2023

Cartier’s respect and fondness for the Arabian culture inspired our approach to maintain the authenticity of the Arabic letterforms throughout the design process, using Naskh as a basis for the logotype. To read more in regards to the project kindly click on the “Case Study” tab at the top of the page.

Our Collaboration with Cartier started as an Arabic adaptation for their official MENA logo and the conversation unfolded across a series of evocative event experiences

Our Collaboration with Cartier started as an Arabic adaptation for their official MENA logo and the conversation unfolded across a series of evocative event experiences

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