03.3Brand guidelines v1.0 / Enduro Group3 sheets

Al-Bab Initiative

A field programme run through business as a means of access, for the non-profit G.A.P. The design problem was to look like serious infrastructure rather than a campaign — something built to last in a difficult place.

At a glance: Field programme of the non-profit G.A.P. (Global Allied Partners); الباب — al-bab, “the door” — set in Noto Kufi Arabic; Two audiences at once: field practitioners and supporting churches; Serious infrastructure rather than a campaign

Deliverables: Brand guidelines; Bilingual logo system; Stationery; Tri-fold brochure; Posters and signage

The Brief: Two audiences the system has to hold at once. Field practitioners and partner organisations need dense operational detail to stay legible and credible; supporters need the work to feel grounded rather than promotional. Neither is served by a brochure.
The Direction: The brand’s own metaphor is a door, so layouts open: generous ground, one idea per surface, and when a composition feels crowded the fix is to remove rather than rearrange. Bebas Neue set solid and flush left at scale, hairline rules instead of cards, near-black ink, and copper strictly as emphasis — a surface where copper dominates is off-brand however handsome. Exactly one flourish is allowed per piece: the gradient headline, once or not at all.
A Trap Worth Recording: Bebas Neue ships a single weight, but h1–h6 default to bold. With no bold face the browser synthesises one by smearing the outlines — heavier, cruder, and it passes every check that only reads the stylesheet link. The system pins font-weight explicitly and sets font-synthesis to none.