Thinking about architecture isn’t just about lines and layouts , it’s about presence. And presence starts with identity.
We rebranded not to follow a trend , but to tell our truth.
The truth that we are:
- An authentic architectural firm with 30+ years of roots
- A BIM-native, AI-forward consultancy
- A team that values both legacy and innovation
And now, our brand reflects that balance. Loudly. Clearly. Proudly.
What Saif Believes About Branding
I’ve always believed that a logo is not just a symbol.
Behind that logo, there’s a story.
There’s a brand.
And more importantly , there’s a dedicated team that shows up every day to make that brand breathe and live and grow.
Branding is not about being trendy.
It’s about being trusted.
A great brand gives people confidence before you even say a word.
It builds recognition, consistency, and identity in a world where attention lasts three seconds.
But let’s be honest, without a clean, strong logo and a clear symbol, you can’t take the first step forward.
It’s the handshake before the pitch.
The skyline before the structure.
The spark before the architecture.
So this isn’t just about rebranding.
It’s about showing up with intention , every time someone sees the name Smeirat.
After 30 years of architectural excellence under the Smeirat name, we made a bold move: we rebranded.
Not because we were lost.
But because we were growing.
Our old identity , clean and refined, but not yet complete.
The Search for a New Identity
Before landing on our current brand, I tried to work with several designers , smart ones, talented ones. But something always fell short.
Nothing felt… us.
So I did what I always tell young creatives to do: if you can’t find the right fit, create it yourself.
As a Certified Instructor and Adobe Expert, I knew this wasn’t just a design challenge , it was a branding story. And stories are best told from the inside.
So in January 2024, I took it upon myself to lead the rebranding of Smeirat.
Not just with visuals , but with meaning.
What the Old Logo Represented
Our previous logo was minimal and precise. The “S | A” design, paired with elegant typography, gave a sense of refined architectural discipline.
But it had its limits:
- The initials were abstract , not instantly tied to “Smeirat.”
- It lacked visual impact in physical spaces and tech platforms.
- Most importantly, it didn’t tell our full story , the one that spans from site soil to digital twin.
We needed something bigger ,something bolder.
The New Identity: Designed from the Inside Out
The new Smeirat logo: bold, tech-forward, and rooted in meaning.
Designed to stand tall on construction sites , not just screens.
A digital-first identity that translates across all platforms.
The new logo, embedded in the environments we shape.
Every curve, every gap, every alignment , I designed it to hold a meaning!
Maybe a hidden letter.
This isn’t just a logo. It’s a blueprint of who we are.
If you’ve ever felt disconnected from your brand , trust that it’s a sign of growth.
Don’t settle. Redesign. Reimagine.
Your logo should speak before you do. Ours now does.
References & Resources
Smeirat: https://smeirat.com
