Client:
Qadsiah SCC

Industry:
Sports

Services:

• Brand Strategy
• Brand Naming
• Brand Identity Design
• Custom Typeface

Gene Branding & Dragon Rouge Singapore collaborated with Saudi Aramco to reshape Al Qadsiah’s identity, crafting a modern, dynamic brand that transcends traditional football norms.

Challenge

Over the past decade, Al-Qadisiyah Club has faced significant challenges in maintaining its identity and prominence as a leading sports institution. Despite its deep-rooted connection to the Alkhobar community as the city's sole sports club, its brand has struggled to retain the spark and glory it once embodied.
The Challenge Lies,

• How to develop a club with closes ties to the community more that its ambitions in sports and winning?
• How to create a club that celebrates to diverse sports beyond football
• How to evolve the heritage of the name of club from the name of a famous historical war to a name that signifies Leadership?
• Creating a simple and modern identity that represents the brands evolution.

Solution

To respond to the strategic direction we have established a platform that aligns with the club’s vision to lead in both sports and societal impact, under the concept "Inspire Beyond." This platform inspired creating a modern yet authentic image for Al-Qadsiah by embracing its historical roots and community-oriented identity. To support its strategic direction we have translated into an inspiring brand story

This is achieved through:

• A contemporary visual identity that blends local pride with global appeal
• An inclusive brand voice that resonates with all members of the community—young and old.
• Strategic messaging that reflects the club's ambition and forward momentum, building excitement for new players, facilities, and a bolder future.

Logo Concept

The new logo integrates the “QAD” initials into a shield shape, retaining this core symbol while introducing a sense of forward momentum in line with “inspire beyond.”

It downplays the knight, emphasizing leadership over conflict.

Furthermore, the design’s overall footprint draws inspiration from the geographic outline of Khobar City, guiding the logo’s direction.

The legacy lives.

One key element we retained from the old logo is the knight—a longstanding symbol of honor, strength, and dedication. While its design has been modernized with cleaner lines and a more dynamic form, the knight’s essence remains intact, reflecting both Al Qadsiah’s rich history and its forward-thinking vision.

Visual identity

The design language and grid system reflects the city’s layout, capturing the dynamic paths and streets that represent the Paths of Progress. These paths symbolize not only the physical growth of Khobar but also the club’s journey toward success and development.

Type Design

The Qadsiah SCC typeface is a key element of the brand’s image and cohesion, embodying the “inspire beyond” ethos and ambition while integrating seamlessly with the visual language. Its sharp details mirror the logo’s geometric segments, symbolizing the Paths of Progress and reflecting the city’s layout.