Syrian Artists Syndicate – Visual Identity System (Competition Entry)
Graphic Design
Project Overview
The Syrian Artists Syndicate Visual Identity project was a conceptual rebranding created in response to a national competition launched by the Syndicate after public criticism of their newly adopted logo.
The goal was to develop a minimalist, timeless, and deeply symbolic identity that could represent Syrian artists across all fields, aligning with the design principle of “Less is More”.
The proposed logo abandons cluttered, literal elements and instead adopts abstract geometry and cultural references to communicate sophistication, history, and artistic vision.
My Role:
- Lead Designer & Brand Strategist: Developed the core concept, logo design, and full identity system.
- Philosophy Development: Built a narrative merging modern minimalism with historical and cultural symbolism.
- Technical Execution: Created a precise geometric grid system and applied it to all logo variants and brand assets.
- Identity Applications: Designed color palette, typography, decorative elements, and mockups for various uses.
- Digital Presence Proposal: Suggested a complete revamp of the Syndicate’s online presence to match the new identity.
Project Goal:
To design a clear, official, and culturally rooted visual identity for the Syrian Artists Syndicate that:
- Reflects the dignity and history of Syrian arts.
- Is scalable and functional across all media.
- Resonates emotionally with artists and the public alike.
- Moves away from literal, crowded symbolism toward abstract, smart design.
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Project Story
The existing logo faced heavy criticism for being visually busy, hard to read, and lacking modern clarity.
In my concept, the outer frame is inspired by the universal gesture of an artist or director framing a scene with their fingers — a metaphor for conscious vision and selective focus.
Inside, the abstract merge of the Arabic letters “ف” and “ن” forms the word “فن” (Art) without being written literally. The design subtly incorporates Ugaritic cuneiform-inspired details in the letter “ف”, referencing the world’s first musical notation, the Hymn to Nikkal (circa 1400 BC, Ugarit – Syria).
The dot above the “ن” is drawn as a seed — symbolizing the birth of new creativity from the core of tradition.
This merging of the frame and فن creates a visual focus on the essence of Syrian art, combining cultural heritage with contemporary design aesthetics.
Highlights
Cultural Depth: References the oldest known musical notation from Ugarit, Syria.
Minimalist Approach: “Less is More” design principle for clarity and elegance.
Geometric Precision: Logo built on a fixed 60.76px unit grid system for scalability and proportion.
Unified Visual System: Complete set of vertical, horizontal, monochrome, and colored logo variants.
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