Sheraa aims to nurture a vibrant entrepreneurship ecosystem in Sharjah, UAE, and provide the necessary support to aspiring entrepreneurs. Sheraa is located in the American University of Sharjah and aims to work with students and alumni of all other universities that exist within the University City.

Sheraa is the Arabic word for sail. It is also used in this context as the Arabic acronym for the Sharjah Entrepreneurship Center. We decided to explore a typographic approach to draw a sailing boat to make it readable in Arabic.

The logo developed for the incubator is a typographic interpretation of a sail boat that illustrates and reads the word Sheraa in Arabic. Although inspired by the traditional square kufic calligraphic style, the Arabic word mark does not fall under any specific calligraphic classification, it is derived from primitive geometric shapes in order to spell out the word Sheraa in Arabic — creating a modern mark, based on a calculated calligraphic approach.