A comprehensive brand strategy and visual identity for the largest applied research and scientific consultancy organisation in Jordan. By using a striking new visual language and a coherent bilingual system of communication, the Royal Scientific Society (RSS) has been able to promote their position as regional leaders and expand their operations across multiple sectors.
I worked on this project as part of a team, while I was employed at Thomas.Matthews.
What began initially as a brand strategy grew into an advanced brand identity, capturing the transformational change occurring at an organisation which combines heritage with modernity.
Working closely with the president of the organisation, we developed a clear organisational structure and accompanying brand architecture and hierarchy. Then we turned our attention to a creative solution for a visual identity that has a flexible system of logos for Arabic, English and Bilingual usage.
The roundel is designed with reference to the scientific research within the organisation and also the seven-pointed star of Jordan. The heraldic quill, representing knowledge, and the spade, representing endeavour, are retained and sit beneath the Royal Crown of the Hashemite Kingdom of Jordan.
English
Bilingual
Arabic
The main purple colour was inspired by the colour of the Black Iris, the national flower of Jordan. Alongside the purples, a range of other colours were also chosen to help represent the different parts of the organisation. These were described thoroughly in the brand guidelines, along with all other aspects of the brand.
To represent this multifaceted organisation visually, we gained inspiration from Metal-Organic Frameworks (MOFs), a current focus of the RSS research and development sector. Alongside their uses in the capture of harmful gases, MOFs illustrate the interconnected nature of an organisation which spans multiple disciplines and sectors.
By collaborating with engineers to build 3D MOF structures in CAD, our team was able to understand the elements at different scales and angles, allowing the MOFs to be turned into a broad series of patterns. The composition of these patterns differs greatly, allowing them to take a range of "formal" to "funky" aesthetics across different applications.
The expressive variety of the patterns was shown in a series of A2 posters gifted to the presidency of the organisation.
A key part of the work done for RSS was to create a bilingual system of communication that would be coherent whether in Arabic, English, or both. To find the most suitable approach, we tested bilingual typefaces and hierarchies, settling on the Zarid Serif typeface from 29LT, and creating our own editorial guidance for different types of bilingual document.
A set of typographic rules were established to ensure both languages were consistent with one another, while retaining their linguistic traits. These rules were applied to various forms of stationery and ephemera. Some were supplied as templates, others as printable files or preprinted physical documents.
We applied the brand to a range of accessories, stationery, brochures, posters and signage, embodying the values of the organisation in these outcomes. These items aligned with the business development aims of the RSS, giving them the tools needed to grow.
Alongside the physical manifestation of the brand, internal and external communications were a key part of the RSS aim to expand its operations and improve employee satisfaction.
Externally through social media, and internally through print media and in-house screens, many of these communications celebrated the illustrious history of the organisation, while positioning it as a current leader in the scientific field.
Alongside print and in-situ material, social media content was produced around current scientific issues and cultural events, such as Ramadan or the World Arabic Language Day.
The RSS encompasses government agencies which regulate scientific standards and manage academic networks. As part of the RSS rebrand, we also rebranded some of these agencies.
