The name Borqan was chosen as a plural form derived from the Arabic word “باريق” (Bariq), meaning “sparkle” or “brilliance,” symbolizing the intense shine and radiance associated with the brand and the rare jewelry it offers.

Borqan is a fine jewelry and rare gemstone store based in Amman, the capital of Jordan. Established in 1999, it is known for offering unique, authentic, and luxurious pieces of jewelry and rare stones to women aged 25 to 50 who value individuality, brilliance, and elegance.

The new visual identity enabled Borqan to appear stronger and more distinctive in the jewelry market. It also reinforced the brand’s core values, leading to a 20% increase in sales following the launch of the new identity.

Logo Concept:
The logo was designed by merging two Latin letter “B”s — the initial of the brand name — to create a star shape in the negative space, symbolizing brilliance, quality, and distinction.
Additionally, four Arabic letters “ب” (B) were merged using the ancient Nabataean script, one of the oldest scripts that originated in the Jordanian region, to emphasize the brand’s deep cultural authenticity.

Color Palette:

Emerald Green: Represents richness, rarity, and sophistication

Gold: Reflects luxury, brilliance, and high value

Sand Beige: Inspired by Jordan’s desert sand, enhancing the sense of authenticity and heritage

The identity combines a deep-rooted legacy with a refined contemporary spirit, using typography, color, and form to reflect the brand’s core values: velvety elegance, authenticity, brilliance, distinction, and high quality.