The Story Behind Our Logo — When a Symbol Says It All

A circle. A camel. Sand. And time.

Our AJAL logo is not just a recognizable image. It tells the essence of the brand all by itself.

At first glance, it looks like a watch dial . But look more closely:
the circle becomes the clock of time , the golden and black markers, the markers of each moment , and in the center, the camel , peaceful, advances on a stylized dune.

The camel: a vision of time

In Arab-Muslim culture, the camel is more than a desert animal .
He is a traveling companion , a master of rhythm , a symbol of patience and constancy .
He moves slowly, surely—always at his own pace, aware of the road ahead and the weight of each step. It is this vision of time that we want to convey through AJAL:
A controlled time , which accompanies life instead of disrupting it.
A time respected.

The original sand and soil

The golden base that supports the camel's gait represents the dunes of the desert ,
place of silence, introspection, and spirituality.
It is also a nod to our cultural heritage , to a land where time is observed with the sun, shadows and stars.

The dial circle

The circle surrounding the logo takes the shape of a watch dial.
But at AJAL, it does not symbolize an infinite loop.
Rather, it evokes a framework , a direction , a way of framing time wisely .
A visual reminder that every moment has its place — and that the right rhythm exists .

A logo that carries a message

This logo doesn't just exist: it tells a story.
It embodies our relationship with time.

A time that cannot be endured, but that can be tamed.
A time that is not scattered, but honored.
A time that is not only counted in seconds, but in meaning.

At AJAL , every beat of the needle is an invitation:
move forward steadily, enjoy the journey, and value what really matters.

AJAL – Every second has meaning.