Logo Refresh | Motion
Thawrih is an activewear company that focuses on manufacturing inclusive and modest athletic apparel, with emphases on sports hijabs, turbans and headwear, plus size activewear, and uniform headgear for police and military. Thawrih's headgear is proudly made in Canada by employed newcomers.
Working with the founder, Sarah, I developed a refreshed logo that captures the unique mission of this small yet achieving business. I set the objective to create a logo that could function in two independent versions, icon and wordmark – keeping in mind the logo would be printed on various products and materials.
Thawrih’s previous logo included a 3-diamond shape, extracted from the first Arabic letter of the word Thawrih. The name translates as ‘revolutionary’, or ‘my revolution', which speaks to the company's mission to revolutionize who the world sees as an athlete.
With an international audience spanning Asia, Europe, the Middle East and North America, the meaning behind the maple leaf used in the previous logo may not have been clear to such a diverse audience. Instead, I chose to include the phrase ‘Made in Canada’ in the lockup to communicate that relationship but also used the maple leaf as an inspiration for the icon.
It was clear from the beginning that being a Canadian brand was a source of pride and motivation for the founder. Thawrih’s mission echoed Canada’s welcoming outlook and cultural fusion. It was therefore an important aspect to integrate into the new logo.
To reconstruct Thawrih’s logo into this new mark, however, inspiration had to be drawn from more than its Canadian roots. Looking at the industry that Thawrih is competing in, a strong, bold mark was essential for the brand. With that in mind, I evolved the three-diamond shape into an icon that could be worn to represent more than a clothing line; a brand fighting for an equal playing field for everyone.
Sarah Abood, founder of Thawrih, pitching her company on Dragon's Den.
Sarah Abood, Sami Dabliz