DHS is a Dubai-based Dirham-Tether exchange service. Redesigned with an eye toward Eastern aesthetics, the visual identity now has a more contemporary appearance. The brand identity, like the city of Dubai, has a pioneering and futuristic sense while maintaining an Eastern, particularly Arabic, accent.
The redesigned sign is just showing the initial letters perfectly. It has a more modern look and best expresses a premium feel that is related to finance due to the well-designed sans serif letterforms.
A "D, "H," and "S " were sewed together, resembling a premium feel, with a dollar-like form in its heart.
The transformation of a square to a circle, drawing a faded gradient in between, illustrates the Tether/Dirham exchange with a modern yet eastern look.
By switching between the brand's accent colors, you can keep the overall mood consistent and make the lines' message—which is a modern-Eastern exchange service—much clearer.
