The Gap
Where the visual identity hasn't caught up yet
The current mark — an infinity loop inside a chip outline — speaks to uptime and technology. It doesn't speak to custody, protection, or trust. Two ideas are competing in one symbol, and the word "Amanah" itself isn't showing up anywhere in the visual language. The red used for urgency ("Price Match Guarantee") is the same red used as the brand's core identity — one color doing two jobs, diluting both.
The System
Color, type, and symbol — rebuilt around what the name already promises
This is where I'd start: a symbol built around custody and protection rather than infinity/uptime, a color system where the brand anchor is distinct from the alert/urgency color, and typography that reflects "engineering honesty" — direct, confident, unembellished — the voice already present in the copy but not yet in the visual system.
The Website
Beyond identity — into execution
I didn't just look at the brand. I went through the site itself — the navigation, the mobile experience, the gaps between what the copy promises and what the layout delivers. That's also where my technical background comes in: I don't just hand off design files and hope they survive implementation — I understand the development side well enough to build, ship, and maintain what I design. I'd want to be involved past the handoff: supporting ongoing UX improvements, functionality, and the site's evolution as Amanah grows, not just delivering a static redesign.
Insight
Before I sketch a single symbol, I map the visual territory — color systems, typography, symbol language, how comparable brands earn trust at first glance. This board is where that search lives right now: not a final direction, but the range I'm narrowing from. The goal isn't a prettier logo. It's a visual identity strong enough to match what's already true about Amanah — so the brand looks as trustworthy as the infrastructure already is.