The new identity for Boo Design Studio, a Qatar-based practice, establishes a dynamic logo system that organizes its diverse activities—Market, Business, and Studio—into a cohesive framework. At its core, a bespoke typeface amplifies the brand’s voice, blending expressive artistry with joyful precision. Inspired by geometry and the spirit of creation, the identity captures the studio’s playful yet meticulous approach to design. The typeface itself becomes a metaphor for aesthetics and allegories, merging form and meaning into a unified visual language.