Case Study · 02 — Institutional

Italy–Jordan
75 Years

Client

Italian Embassy
Amman, Jordan
Ministry of Foreign Affairs

Scope

Logo Design · Brand Guidelines · Exhibition Design · Bilingual IT/AR · Collateral · Rollup · Brochure

Year

2024

01 — Background

A Unique Brief

The Italian Embassy in Amman was looking for a designer who could work simultaneously in Italian, English, and Arabic — not just translate text, but handle Arabic typography with cultural sensitivity and graphic fluency. That is a rare combination.

I had lived and worked in Jordan for many years, collaborating with local NGOs and the Società Dante Alighieri in Amman. The Embassy had seen that work and reached out directly. The project was to create a visual identity celebrating the 75th anniversary of diplomatic relations between Italy and Jordan — a milestone with deep institutional weight on both sides.

02 — The Symbol

The Infinity of Dialogue

The core of the identity is a custom monogram merging the numerals "7" and "5" into a single, continuous infinity-like shape. The loop represents the enduring nature of bilateral relations — a dialogue with no beginning or end, but a constant cycle of mutual growth.

Inside the "7," a red triangle contains the seven-pointed star of the Jordanian flag — a respectful anchor to Jordanian national identity within the celebratory mark. The color system is a diplomatic synthesis: Italian institutional blue for the body of the monogram, Jordanian red for the triangle, and the infinity loop transitioning from green through white to red — the colors shared by both flags.

03 — Typography

A Bilingual System

In diplomatic branding, visual parity between languages is essential. The typographic system ensures equal prominence for both Italian and Arabic — carefully balancing two scripts with opposite reading directions (left-to-right and right-to-left) without letting either one dominate.

Mohave SemiBold anchors the "JUBILEE" wordmark with institutional authority. Gill Sans Condensed carries the Italian descriptor with elegant efficiency. For Arabic, Tajawal was chosen for its contemporary character and typographic clarity — its proportions echo the Latin typefaces, creating visual consistency and equivalent weight across both writing systems.

04 — Exhibition

75 Years on the Walls

The visual identity was extended to the photographic exhibition "Italy and Jordan: 75 Years of Friendship and Cooperation," inaugurated at the Jordan National Gallery of Fine Arts in Amman. I curated the complete visual, graphic, and textual design of the exhibition — panels, typographic layout, and overall visual narrative.

The exhibition is divided into three sections: Institutional Relations, tracing meetings between heads of state; Lifestyle and Culture, exploring everyday and artistic connections; and Landscapes and Heritage, celebrating the natural and architectural beauty of both countries. All texts are bilingual in Italian and Arabic.

"A visual identity that speaks two languages, honors two cultures, and carries the weight of 75 years of history."

05 — Collateral

Everything Applied

The identity system was applied across all exhibition collateral: rollup banners, totem displays, billboard posters in Arabic and Italian, the official invitation with envelope, and the bilingual brochure distributed at the Jordan National Gallery of Fine Arts.

Every touchpoint — from the printed invitation to the large-format outdoor poster in Amman — maintains the same typographic discipline and color logic, projecting a coherent institutional identity across two countries and three languages.