Nahj Ep#10: Esam Masar on Why Your Logo Matters More Than You Think

In Episode 10 of Nahj (نَهْج), Ameer Albahouth sits down with Esam Masar, the designer behind memorable brand identities including Half Million, to talk about what makes a logo live in people’s minds for years. A logo is not the whole brand. But it is often the first thing people notice, remember, and trust. For Esam, designing a logo is not about making something look nice for the moment. It is about creating something simple, flexible, and strong enough to survive time. His journey started with drawing, Arabic calligraphy, TV show titles, album covers, and visual references that shaped his eye from a young age. Over time, that interest became a career in branding, naming, signage, and visual identity.

This episode explores why simplicity is difficult, why designers must read and research, and how Saudi brands can build identities that compete with the best.

6 Key Takeaways from Esam’s Journey

1. A Strong Logo Can Live for Decades

Esam shares the example of logos he designed years ago that are still used today, including a popcorn brand logo from 1997. For him, that is the real test of a logo. If people still recognize it and the brand still uses it, the design has done its job.

2. Simplicity Is the Hardest Part of Design

A simple logo may look easy, but it is often the most difficult to create. Esam explains that the simpler the logo becomes, the more precise the designer has to be. It needs to work in black and white before colors, effects, or applications are added.

3. Branding Is Now More Strategic Than Ever

Logo design today is not only about drawing a nice mark. Designers need to think about the client, the audience, the market, the competitors, and how the identity will be used across different platforms. The logo must work in more places than ever before.

4. Trust Lets the Designer Lead

Early in a designer’s career, clients may ask for many options. But over time, trust changes the relationship. Esam explains that when a designer builds a strong reputation, the client may accept one strong direction because they trust the thinking behind it.

5. Every Industry Requires Research

Esam’s work takes him into many different sectors, from medical centers and fabric stores to water factories, signage, and art. Each project requires reading, market study, and understanding how the brand will live in the real world. A water bottle, for example, needs different thinking than a luxury car brand or a signage company.

6. Designers Must Keep Feeding Their Eye

Esam’s advice for young designers is clear: read, observe, attend events, study art, and keep developing your taste. Creativity does not come from staring at a screen all day. It comes from curiosity, practice, exposure, and a deep love for the craft.

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