Founded in 2008, MAD Studio is a full-fledged architecture and interior design studio founded by Mahmoud Abbas in Cairo, Egypt. MAD creates conceptual ideas and births them through real-life interior designs to provide an unforgettable experience to their clients. MAD Studio hired Bladesmith to take on their branding mission.

Bladesmith branded MAD’s identity from scratch, coming up with the name ‘MAD’, a sleek name with several interpretations. MAD hits two stones by using the initials of the founder and the essence of the company, resulting in Mahmoud Abbas Designs – MAD. Another play on the name is to play on the literal meaning, where each design is unique, bold, and loud.

In addition to the naming, Bladesmith worked on developing a logo, website, applications, stationary, and a prominent brand identity. MAD’s logo places the name as a focal point to speak for the brands power. The color palette is dedicated to extravasating the brand’s positioning and reflecting on its elegance, sophistication, and capabilities.

We deliberately crafted a prominent brand element that takes the form of a smiley face – gone mad. This simple approach clearly communicates the brand name, makes it more memorable and gives it a witty edge to serve a wider audience range. As for the brand identity, the Bladesmith Team was able to accurately deliver the brand’s vision through a simplistic, yet modern, approach made to accentuate the brand’s suave approach in work and business across all platforms, elements, and applications.