The Sahel brand is well known to vehicle drivers across the Kingdom of Saudi Arabia. As part of its brand refresh, it commissioned a specialist global branding agency, Circle in London, to develop a new visual identity for its network of gas stations, in order to introduce a new generation of service stations to the Kingdom of Saudi Arabia.
The 3M team based in both Riyad and Jeddah, enjoyed a first class relationship with the Sahel brand team and 3M in the UK also had worked extensively with Circle on many different petroleum projects over a period of twenty years. Once the initial design concepts had been approved, 3M was able to sample the primary and secondary colour palette with suitable sign and graphic materials that would withstand the climatic conditions in the Middle East. Materials were tested, guarantees were sought and full written specifications were developed for both client and agency.
Further to this, 3M was asked to fulfil an additional role of helping Sahel to appoint a local signage contractor who would adhere to the specifications and to the required standards of quality.
Overall, in the project, five different material constructions from 3M were tested and utilized to create the day and night identity – 3M™ Blockout film series 3635-20, 3M™ Scotchcal™ Translucent Films series 3630-156 Green and & 128 Purple, 3M™ Scotchcal™ Opaque Film series 100-2438 Green and 3M™ Panaflex 945GPS flexible sign substrate.
“In my experience of dealing with 3M, I have noticed that it is an especially unique company that perseveres to maintain the brand consistency and image of other companies. This is truly a remarkable feat, as many companies do indeed suffer from an inability to maintain their own images. However, with the aid of the 3M KSA team, we were able to identify key components that helped us in maintaining our brand image and colour consistency, even when applied on different materials. After identifying these key components, we have ensured standardization in all projects we execute, across different materials and applications.”
Mr Ali Fathallah