A brand new Iconography for Careem was developed alongside their first design system, Aurora–all part of a greater rebranding effort.
In addition to concept and design, I was also responsible for setting up and directing a team while defining and establishing processes and workflows, as well as implementing custom production and prototyping tools.
We have started with the most significant and tangible element of Careem’s identity the logo.
The dot in the Careem’s logo not only it offers limitless creative potential for representation but also, when used persistently and consistently establishes a sense of identity.
Looking for additional meaning and authenticity we turned to Islamic Art for inspiration. We found the traditional visual culture is remarkably consistent across the whole region Careem operates. Many aspects of the visual arts such as the use of geometry and calligraphy have a surprising design rationale that could be transposed and expressed in an iconography.
Encouraged by approaches such as the SF Symbols and an increasing adoption of SVG based variable iconography systems we have devised a simple and future-proof process.
Each icon is created based on a single 90x90 master grid from which all required sizes and variants are generated by applying a scaling factor and style properties which can be done either manually or dynamically.
A set of Figma plugins was designed and implemented to streamline various aspects of the icon production process.
A Figma space designed to reflect the ongoing state and scope of iconography development. It played a pivotal role in processes such as requests, evaluation, decision-making, and testing.