Pentagram partner Samar Maakaroun has created a new visual identity for The Mosaic Rooms, a London-based cultural platform for SWANA art and dialogue. The rebrand explores the concept of the 'unhomed' through shifting letterforms, dual-directional typography, and a pink palette that subverts political color associations. The flexible system reflects the institution’s evolving role as a space for exchange and multiplicity.
Creative Boom profiles Pentagram partner Samar Maakaroun’s rebrand for The Mosaic Rooms, a London cultural institution exploring Arab and SWANA art. The identity centers on a fluid monogram that never settles, symbolizing cultural in-betweenness and movement. With bold color choices and architectural integration, the project reflects conceptual rigor and a refusal of visual stability.
