A complete brand identity for a new name in Iraqi construction — built from geometry, not decoration.
Roya Al Imtithal General Trading was founded in 2024 to import and trade modern, sustainable building materials into the Iraqi market — including Wedi German boards and other innovations new to the region. As a young company selling premium products in a traditional industry, Roya needed a brand that signalled precision, order, and quality before a single word was spoken.
The ask: a complete identity system — from the logo to stationery, patterns, social templates, and a printed brochure — that would look as engineered as the products it represents.
The logo is a refined expression of architectural precision. Every letter of ROYA is constructed from basic geometry — squares, circles, half and quarter circles — and each one doubles as a visual clue to an element of the built environment.
When stacked, the letters interlock to reveal a square — evoking an apartment floor plan, a subtle nod to the spaces Roya's products help create. Golden-ratio measurements align the wordmark to the symbol, and the whole system embodies the essence of construction: order, innovation, and strength.
Roya's palette is deliberately restrained: a single blue expressed in four hues, plus black and white. The tints layer to create depth in mosaics, patterns, and stationery without ever introducing a second colour.
Funnel Display — an open-source Google typeface with six weights — carries all of Roya's written and visual communication, from the logo lock-up to the website and stationery. Noto Sans and Mada handle Arabic.
The identity ships with a full toolkit: vertical business cards, A4 letterhead and folder, DL envelope, rectangular and circular stamps, a custom QR code with the ROYA lettermark, three approved mosaic patterns, a trifold company brochure, and a social media template set.
The Roya identity was developed through Novoo's international creative partnership — combining our understanding of the Iraqi market with world-class brand design execution.
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