Many merchants think identity means a logo and colours. In practice, identity is everything looking like it came from one place.
The parts that actually matter
- A limited palette: two primaries and one accent. More than that loses coherence.
- One Arabic typeface with its weights: not three typefaces on one page.
- A consistent photography style: same background, lighting and angle across the catalogue.
- A steady tone of voice: either formal or close — not both.
The practical test
Put one of your product photos beside a competitor's with the logos removed. If nobody can tell them apart, you have a template, not an identity.
Arabic type specifically
Choose a face that stays legible at small sizes on a phone. Decorative faces are beautiful in a logo and punishing in a product description.
Identity shows in the invisible details
The order confirmation message, the packaging, the support reply, your invoice. These touchpoints are remembered more than your homepage.
Document it in one file
A simple guide with colour codes, typefaces and usage examples. Without it the identity drifts within three months of the next designer arriving.