Souq.com Logo

Souq.com LogoSouq.com Logo PNG

Souq.com: Brand overview

In 2005, Dubai-based Souq.com, the brainchild of Syrian visionary Ronaldo Muchawar and his like-minded e-commerce entrepreneurs, was born. As waves of digital technology swept across the Middle East and North Africa, Souq.com quickly carved out a niche for itself and established itself as the main e-commerce giant in the region. The platform serves consumers using its proprietary retail model and is expanding its digital capabilities to attract third-party sellers.

Souq.com’s rapid ascent in the online marketplace has not gone unnoticed. It has caught the attention of global investors, receiving financial backing from the likes of Tiger Global Management, Naspers, Standard Chartered Bank, and others.

In March 2017, global e-commerce giant Amazon acquired Souq.com for an impressive sum of $580 million. This acquisition was not just a company purchase but Amazon’s entry into the thriving markets of the Middle East.

In the years that followed, the Souq.com brand began to fade away. As of 2019, Souq.com’s UAE operations were taken over by Amazon.ae. The wave of rebranding continued, with the company’s Saudi Arabia division becoming Amazon.sa in 2020 and the Egyptian division becoming Amazon. e.g., in 2021. This transition marked the culmination of the Souq.com era, bringing it fully into the Amazon family.

In its heyday, Souq.com was the point of contact for more than 45 million customers across the Middle East. It pioneered e-commerce in a territory where digital marketplaces were just emerging. The integration with Amazon symbolized the end of an era and marked the beginning of a new chapter in which Souq.com’s legacy would be enhanced by Amazon’s technological prowess, vast resources, and scale.

Meaning and History

Souq.com Logo History

What is Souq.com?

Founded in 2005 in Dubai, United Arab Emirates, Souq.com quickly became the most prominent e-commerce platform in the Arab region. In 2017, after 12 years of successful operations, it was acquired by Amazon.com Inc. for US$580 million, marking the beginning of a significant transformation. On May 1, 2019, Souq.com UAE changed to Amazon.ae, and on June 17, 2020, Souq.com KSA was rebranded to become Amazon.sa. Finally, on September 1, 2021, the metamorphosis ended with the rebranding of Souq.com Egypt to Amazon.eg, marking the official abolition of the Souq.com brand.

2005 – 2015

Souq.com Logo 2005

2015 – 2021

Souq.com Logo

The Arabic online shopping site that was acquired by Amazon and renamed Amazon.ae had a text-based logo. It featured solid glyphs in a block style but with flowing lines. No letters were angular; they all had curves, including the domain name typed in small characters. The font was soft, extra-wide, sky-blue in color, sans serifs. The lettering was on a single line and consisted of two parts. The first part was larger than the second, as it contained the name of the Internet platform. The text was typed in lowercase letters.

The logo turned out to be very calm, like looking at the sky on a sunny day. Soft lines and curves create the feeling that you are floating on a cloud. And the lowercase letters are like a friendly wave from a neighbor, not too loud, just saying, “Hi, welcome, we’re cool here.” Even the two different text sizes make it easy to see what’s what.

Souq.com color codes

Dodger BlueHex color:#008aff
RGB:0 138 255
CMYK:100 46 0 0
Pantone:PMS 285 C