The firm is rolling out a new identity, in a rebranding exercise that is geared to reflect kour&kour’s response to the widespread recognition within business and marketing executives that "the models are all broken" and that "the traditional solutions are all becoming less and less effective.” The overall refresh goes beyond just a logotype, and is more of a scheme composed of a number of core elements that come together to create a distinctive visual language that makes the kour&kour brand instantly recognizable and helps kour&kour stand out and stand for more in a busy, volatile and uncertain region.
Representing adaptive advantage amid this landscape of change the kour&kour green symbolizes growth, harmony, freshness, and fertility. The change in script mark demonstrated both elegance and modern retouch – an evolution to manifest the firm’s skill and regional expertise to live resilience; address unknown and unknowable factors as leaders, and aspiring leaders, operating in MENA acknowledge the need to shift attention from incrementally optimizing the efficiency of known, stable arrangements.
Commenting on the changes, Tareq Kour, Managing Partner, remarked, “Our founders wanted to build on what our teams have truly shown over the past 15 years - a different way of doing things.
"It began with a question: how can we translate our MENA expertise to design and deliver 10x alternative advantage - to help brands and businesses spot opportunities in unmet customer needs, invent breakthrough concepts, and make organizations more relevant, innovative, resilient and agile.”
The strategy reflects a new vision for kour&kour as the next-generation partner of choice to design relevance. It incorporates a simpler, improved offer designed to capture the opportunities of a changing marketplace, and a streamlined structure built around the needs of clients. It also includes additional investments in creativity, technology and talent to enhance proposition to clients and drive top-line growth.
Mirna Kour, Partner, healthcare, wellbeing and education, said, “Our objective was visual impact. We wanted our identity to better reflect how we use business, brand and experience design to inform and inspire meaningful progression and relevance. We wanted our clients to live our approach that combines commercial and behavioural research, insight and analysis with boldness, beauty, technology and meticulous craftsmanship.”
kour&kour is a MENA focused boutique consultancy that fuses insights, strategy, creativity and digital innovation to help clients nurture relevance and grow 10x alternative advantage. We uncover deeper customer insights, build stronger brand relevance and deliver engaging customer experiences for some of the world's most successful companies operating in MENA such as Arab Bank, Audi, Astra Zeneca, Bayer, BMW, Porsche, Procter&Gamble, Nuqul Group, Abu Khader Group, Offtec and Qistas. Our experts in marketing, innovation, digital and design help progressive leaders bridge the gap between strategy and execution to drive real market impact. We are independent and privately held. We serve our clients through our teams from Amman and London.