Hayyakum Allah is a unified hospitality identity launched by the Ministry of Media in collaboration with the Pilgrim Experience Program. It was created to establish a consistent and welcoming communication experience for Hajj and Umrah pilgrims throughout every stage of their journey, from the moment they arrive in Saudi Arabia until their departure.

The challenge extended far beyond designing a typeface. It was about creating a welcoming visual language that embodies the spirit of Saudi hospitality in one of its most sincere and meaningful expressions, while communicating with millions of pilgrims from diverse cultural and linguistic backgrounds through a single typographic system.

We began with a fundamental question: What should the visual voice of hospitality look like?

For the Arabic script, we chose Naskh as our foundation, recognizing its deep roots in Islamic calligraphy and its exceptional suitability for contemporary applications. The Latin counterpart was developed as a serif typeface, allowing both scripts to share a common visual logic defined by contrast, rhythm, and fluidity. Rather than pursuing formal resemblance, our objective was to achieve harmony aligning the two writing systems in weight, personality, and proportion so they function as one coherent typographic family.

The typeface was designed to perform equally well in headlines and body text, maintaining excellent legibility across a wide range of sizes and environments, from signage and printed materials to digital interfaces and visitor communications.

The family consists of four weights—Light, Regular, Medium, and Bold with full support for Arabic, English, Persian, Urdu, and Kurdish. This multilingual support was not merely a technical requirement, but a strategic decision that reflects the essence of the project: hospitality is only complete when it speaks the language of its guests.

Today, Hayyakum Allah is more than a typeface. It is a typographic expression of Saudi hospitality, a unified visual voice that accompanies pilgrims throughout every touchpoint of their spiritual journey.