Over the centuries, Central Asia has been a place where ideologies, religions, and cultures have interacted, leaving a significant mark on the fate of this land and its unique diversity. As a link between East and West, North and South, and a meeting place for peoples, ideas, and goods, Central Asia has influenced neighboring regions and cultures.

Drawing on oriental calligraphy and handwriting, we developed the concept, identity and digital design for the project, charged with medieval charm and heritage. The plasticity of the logo font reflects handwriting, featuring a dynamic stroke of the letter Q that inherits the character of a calligraphic tool stroke. Qalam is a sharply honed reed used for calligraphy, in ancient times it was used for writing on birch bark or palm leaves. The graphic system is inspired by architectural elements and the stroke shape formed by the writing tool in the Early Middle Ages.