About
Designer and partner in Pentagram's London office.
SourceIn their own words
The identity does not fix a single image of 'place', but holds a condition.
The 'M' never settles. It behaves more like a condition than a logo: shifting, oscillating, existing between positions.
Our palette therefore uses it as a quiet disruption, a way to reclaim space away from dominant codes.
The M never arrives. It oscillates. It exists, deliberately, in the space between positions.
Sauce binds, elevates, and transforms, allowing for restraint or excess, precision or abandon.
This was not a time for design showmanship, it was a time for space and reflection, designing from within the discomfort.
It doesn’t rely on tag lines, visual tricks, or the polish of a high budget production.
Why always start from English and its typographic histories?
Individual values and personalities precede job titles and roles.
Language, for me, says a lot about the culture it represents.
Articles & interviews10
- Pentagram crafts twin Doha Design District sub-brand logos
Pentagram, led by Samar Maakaroun, created the names and connected visual identities for Mada, a maker space, and Sada, an event space within Doha Design District. Built from related Arabic words and near-identical mirrored letterforms informed by the existing DDD symbol and Msheireb architecture, the twin wordmarks make the spaces feel intrinsically connected to each other and their parent brand.
- Pentagram Crafts Twin Logos for Doha Design District Sub-Brands
Pentagram, led by Samar Maakaroun, created connected identities for Sada and Mada, two new spaces within Doha Design District. The paired Arabic names and closely related custom letterforms create a visible relationship between the maker space and event space while linking both back to the district and Msheireb's architecture.
- Samar Maakaroun’s visual identity for The Mosaic Rooms challenges reductive narratives around Arab identities