Founded in 1991, the Princess Sumaya University for Technology (PSUT) has been at the forefront of technological higher education in Jordan from its outset. Over recent years however, its brand became outdated. Working as part of a team at Thomas.Matthews, I helped to create and apply a new, future-focused identity for the university.
Work on this project was done as part of a team, while I was employed at Thomas.Matthews.
PSUT required a modern edge, without sacrificing the prestige associated with its heritage. To balance these elements, we drew inspiration from the visual language of circuitry and technology for a bespoke set of patterns, while using Kufic calligraphy for the logomark.
Alongside the main university logo, different schools and deanships also had to fit into the brand. These were given their own logos, with guidance how to use them.
The textural patterns we created help communicate the interwoven nature of the university. Given the traditional presence of patterns within Jordanian culture, it was important that our bespoke patterns retained their modern tone throughout their use as part of the identity.
Alongside a range of stationery and accessories which made use of the pattern and logos, we also created a bespoke icon set for use on the PSUT website and student intranet.
