Building a bilingual Arabic and English brand identity for the GCC

A bilingual brand for the GCC needs an Arabic identity designed alongside the English one, not added afterwards. That means a name that works in both languages, an Arabic logotype drawn to match the Latin one, paired typefaces for both scripts, logo lockups for horizontal, vertical and right-to-left use, a tone of voice for each language, and guidelines that show your team and suppliers exactly how to apply them.

Why bilingual branding matters in the GCC

Across the GCC, customers move between Arabic and English constantly: Arabic on a shop sign and English on a website, or English in a meeting and Arabic on WhatsApp. Government entities, large corporates and many consumer brands present both languages side by side, and in Saudi Arabia in particular, customers increasingly expect brands to communicate well in Arabic. A brand that looks polished in English but awkward in Arabic signals that the company is not really local.

1. Start with the name

Before any design work, test the name in both languages:

• Meaning: does it mean anything unintended, or sound like an unfortunate word, in Arabic or in common Gulf dialects?
• Pronunciation: can Arabic speakers say the English name easily, and English speakers the Arabic one?
• Spelling: if the name is transliterated, choose one Arabic spelling and one Latin spelling and use them everywhere.
• Search: how will customers type the name in Arabic and in English? Common misspellings and both scripts should lead to you.
• Domains and social handles: check that the names you need are available.

Many GCC brands use one name with two scripts (a transliteration). Others use a different name in each language. Either works if it is consistent.

2. Design the Arabic logotype properly

The most common mistake is typing the Arabic name in a standard font and placing it under the English logo. Arabic script has its own structure: letters connect, change shape by position, and sit on a different baseline with different heights. A good bilingual logo:

• Draws the Arabic letterforms to share the weight, contrast and personality of the Latin logo.
• Balances the visual size of both scripts, so neither dominates by accident.
• Works in Arabic only, English only, and both together.
• Is checked by a native Arabic reader for legibility and correct letter joins.

3. Pair typefaces for both scripts

Choose type families with Arabic and Latin versions designed to work together. Examples include IBM Plex Sans with IBM Plex Sans Arabic, and the Noto Sans family with Noto Kufi or Noto Naskh Arabic. Check:

• Licences cover web, apps, print and video.
• Both scripts have the weights you need.
• Arabic text stays readable at small sizes on mobile.
• Numbers display consistently, whether you use Western or Arabic-Indic digits.

4. Create lockups for every situation

Define approved arrangements of the symbol, the English name and the Arabic name:

• Horizontal and vertical versions.
• Arabic-first versions for right-to-left layouts, where the Arabic sits on the right or on top.
• Single-language versions for each language.
• Minimum sizes and clear space, especially for small digital uses such as app icons and social avatars.

5. Write a tone of voice for each language

A tone of voice does not translate word for word. Define how the brand speaks in each language:

• Formal or friendly, and how that shows in Arabic (for example, whether to address customers in a formal or more personal way).
• When to use Modern Standard Arabic and when, if ever, to use a lighter Gulf tone.
• Which product and technical terms stay in English.
• Example phrases for headlines, calls to action and customer replies in both languages.

6. Colour, imagery and culture

Colour and imagery choices should be tested with your audience, not based on assumptions. Use photography that reflects your real customers and the places they live, check that imagery is appropriate for the markets you serve, and make sure colours keep enough contrast for accessibility in both light and dark backgrounds.

7. Guidelines and applications

Bring it all together in brand guidelines that show bilingual examples of real applications: website, app, social posts, business cards, email signatures, signage, vehicles and presentations. Include right-to-left layout examples, because that is where most suppliers make mistakes.

8. Protect the brand

Before launch, check trademark availability and register the name and logo in the countries that matter to you, such as with the Ministry of Economy in the UAE and the Saudi Authority for Intellectual Property in Saudi Arabia. Register both the Arabic and English versions where relevant, and use a qualified trademark agent.

How Start Tech can help

Our Dubai team designs bilingual brand identities: naming support, Arabic and English logotypes, typography, guidelines, social media creative and photography. See our branding, design and photography service, and for your website copy, our Arabic localisation checklist.