Saudi Now has unveiled a striking bilingual logo designed by Alphabetical in collaboration with Arabic type designer Shaqa Bovand from F37 Type Foundry. The logo merges British sans serif type with custom Arabic calligraphy, achieving a balance that enhances legibility for both English and Arabic speakers. This design not only captures the essence of cultural exchange but also emphasizes dialogue and connection across languages. The platform, Saudi Now, aims to highlight the best of arts, culture, and education between Saudi Arabia and the UK. It currently showcases the work of four female Saudi artists, reflecting its commitment to creativity and collaboration. The overall identity includes a monogram, website, film, signage, and merchandise, all infused with a youthful energy to improve accessibility and engagement. Tommy Taylor, the founder of Alphabetical, noted that the project's main challenge was ensuring legibility. Initial tests with diverse audiences revealed that Arabic typography offers more flexibility in artistic expression while maintaining readability. The collaborative process behind the design has resulted in an identity that celebrates both languages and cultures, capturing the spirit of the initiative.