Mo Dahoud is a German footballer currently playing for Borussia Dortmund and the German national team. He joined the agency requesting a visual identity. The brief was to give a modern and dynamic design but show connotations to Mo’s Syrian heritage.

The logo design uses the initials, MD, and is heavily inspired by Arabic calligraphy. Consisting of different weights within the individual lettering to replicate the Qalam pen strokes used within calligraphy. The M letter is formed using the bowl in the D to create the second stem. The symbol is then paired with a bespoke Futura typeface that connects with the logo due to the breaks within the stems and bowls of the individual letters. This is showing the German connection but taking influence from the Arabic calligraphy.

Additionally, the logo makes up more of the identity. Elements are cropped creating small ceramic inspired tiles, commonly found in Syrian culture, that can be used on an array of applications.

Overall, the design is dynamic, unique and fuses tradition with modernity. Creating an identity that resonates with the clients family traditions with his recent modern history.