Basma
22 days
2025
Figma & Figjam
Basma (بسمة) was designed around a simple yet powerful idea — “The journey of a thousand miles begins with a smile.” The tourism experience in Basma aims to capture that first spark of excitement that travelers feel before a new adventure. It blends warmth, trust, and authenticity to reflect both cultural pride and modern joy.
Basma is a digital platform designed to serve Muslim families and communities through values-driven services that promote connection, trust, and well-being. The platform integrates multiple experiences, including tourism, marriage, and family consultation, under one unified brand identity inspired by Islamic culture and Saudi craftsmanship. The first phase of the platform focuses on tourism, serving as a welcoming gateway for users to explore Saudi destinations and experiences that align with family values, cultural authenticity, and modest travel
Basma was designed as a faith-conscious, emotionally warm, and scalable system — a digital platform that embodies both modernity and cultural pride. The design solution focused on: Creating a human-centered, value-aligned visual identity. Developing a component-based design system for scalability. Reflecting Islamic aesthetics in a subtle, contemporary form.
The logo represents Basma’s spirit — a smile that begins at home.
It symbolizes happiness, family warmth, and connection, aligning with Basma’s mission to serve Muslim families and communities with sincerity and care.
The smiling blue square reflects the digital face of Basma — approachable, trustworthy, and modern.
The pink house with a heart represents the home and family, which are at the center of Basma’s purpose.
Together, they express the message:
“Your digital home for smiles, trust, and meaningful experiences.”
“Basma’s logo is not just a symbol — it’s a smile that lives in a home.
A reminder that every journey, every connection, and every story begins with warmth, care, and faith.”
The Theme – “The Year of Crafts”
Inspired by the initiative “عام الحرفيين – The Year of Crafts,” the visuals incorporate handcrafted textures, soft geometric motifs, and organic shapes that feel natural and human-made.
This gives the platform a sense of authenticity, care, and pride — just like a handmade object created with intention and skill.
This theme connects the tourism experience with art, culture, and storytelling, transforming travel from a commercial act into a meaningful journey through Saudi heritage.
