Logo and visual communication elements concept for a Saudi-based company engaged in the development, production, and maintenance of commercial equipment, in-store marketing, brands presentation in retail chains, exhibition stands, and other POS materials.

Synergy-from the Greek συνεργία means - cooperation, assistance, help, complicity, partnership. This is a reinforcing effect of the interaction of two or more factors, characterized by the fact that the combined effect of these factors significantly exceeds the simple sum of the actions of each of them.

The logo consists of two "semicircles" which together form not a circle (simple connection) but the letter "S" (coordinated interaction) which is the "synergy effect" between the two
elements.

As visual communication is offered a podium-stand (as the main product of the company) on which the wording Synergy is located. But it is designed in such a way, that on the one hand the word is read in English and on the other hand in Arabic. It is also a "synergistic effect" where the two elements (English and Arabic) do not just "exist together" but interact to form one whole.