Samar Maakaroun Designs Fluid Identity for The Mosaic Rooms
Pentagram partner Samar Maakaroun has created a new visual identity for The Mosaic Rooms, a London-based platform for contemporary culture from the SWANA region. The identity challenges reductive narratives around Arab identities by embracing complexity and the concept of the 'unhomed,' as defined by Ece Temelkuran. The bespoke type design uses dual-directionality of Arabic and Latin scripts, with an 'M' that never settles, reflecting constant negotiation of belonging. A dusty pink colour palette avoids politically charged hues, serving as a quiet disruption. The identity accompanies the institution's transformation from a privately funded initiative to an independent public charity, now under director Pip Day. The system is designed to be flexible across signage, digital, and motion, supporting a grassroots programme while maintaining clarity. The project began with research and interviews, surfacing the institution's unique position through design.
Key facts
- Samar Maakaroun designed the visual identity for The Mosaic Rooms.
- The Mosaic Rooms is a platform for contemporary culture from the SWANA region.
- The identity challenges reductive narratives around Arab identities.
- The concept of 'unhomed' by Ece Temelkuran informs the design.
- The type design uses dual-directionality of Arabic and Latin scripts.
- The 'M' logo never settles, shifting between positions.
- The colour palette centres on dusty pink to avoid political associations.
- The Mosaic Rooms transitioned from private funding to an independent public charity.
- Pip Day is the director of The Mosaic Rooms.
- The identity is designed for flexibility across platforms.
Entities
Artists
- Samar Maakaroun
- Ece Temelkuran
Institutions
- Pentagram
- The Mosaic Rooms
- It's Nice That
Locations
- London
- United Kingdom