Ministry of Foreign Affairs and Expatriates
Visual Identity · Government
One visual language for Jordan's voice abroad: the branding and visual identity guidelines that bring the Ministry, its 59 diplomatic missions and its reach into 87 more countries under a single, consistent standard.
- Client
- Ministry of Foreign Affairs and Expatriates
- Department
- Communication and Media
- Year
- 2018 — 2020
- Project Type
- Branding & Visual Identity Guidelines
- Sector
- Government · Diplomacy
- Scope
- Identity system, Guidelines, Print, Digital, Events
- Location
- Amman, Jordan
Overview
The voice of a kingdom, abroad
Established in 1939, the Ministry of Foreign Affairs of the Hashemite Kingdom of Jordan represents the country through 59 diplomatic missions worldwide, with non-resident representation in a further 87 countries.
In 2013 it became the Ministry of Foreign Affairs and Expatriates. The new name signalled a new duty: closer care for Jordanians living abroad, stronger channels of communication with them, and deeper ties to home. A dedicated department followed, and with it the need for an identity that could speak for both.
The Brief
Consistency is credibility
For a ministry, visual presentation is never just design. It is a statement of what the state stands for, and every inconsistency across an embassy, a department or a feed reads as a crack in that statement.
The Branding and Visual Identity Guidelines give a decentralised institution one language: clear standards for the logo, colour, typography, photography and video that any unit, in any country, can apply with confidence, and that are never to be diluted, substituted or redrawn.
The Mark
One crest, two scripts
The identity is anchored by the emblem of the Royal Hashemite Court, set above the Ministry's name in Thuluth, the classical script of the Kingdom's state institutions, and in Trajan, whose Roman capitals give the English line the same ceremonial weight.
Primary, landscape, Arabic-only and English-only versions cover every composition, each with defined clear space and approved use on white, dark and maroon grounds.
Colour
Maroon, white and black
The Ministry's signature maroon carries the identity, with white and black as its only companions. A deep maroon gradient serves as the official ground for digital and broadcast use.
- MFA Maroon#8E1A16
- White#FFFFFF
- Black#000000
Typography
A type system in two languages
- 01
Al-Thuluth
Primary Arabic. The classical calligraphic line of the Kingdom's governmental institutions.
- 02
Trajan Pro
Primary English. Roman capitals, regular and bold, for the Ministry's name and formal titles.
- 03
Bahij TheSansArabic
Arabic text face in three weights for all functional communication.
- 04
Dubai
English text face in four weights for all functional communication.
Applications
Every touchpoint, one voice
The system was rolled out across official stationery, events and the Ministry's digital channels, with templates for every social format so that each post, wherever it is published, leaves looking like the Ministry.
In Place
From the gate to the hall
The identity takes its place in the Ministry itself: carved in timber in its halls and set in stone across the gate of its Amman headquarters.
On the World Stage
Where the identity speaks
At joint press conferences in Amman, the identity frames the Ministry’s voice: the bilingual lockup repeated across the backdrop, the crest on every podium, consistent in every frame the world’s press carries.
Official Photography
Every arrival, on record
Lōn Visuals also led the photography of the Ministry’s official receptions, covering the arrivals of visiting foreign ministers from Bahrain, Egypt, Saudi Arabia and the United Arab Emirates.
Each image was delivered within a branded frame of its own design: the royal crest and the Ministry’s Thuluth name set on a maroon band, so every photograph leaves the Ministry carrying its identity.
Deliverables
What we delivered
- 01
Visual Identity System
Primary, landscape, Arabic and English lockups, with clear space and misuse rules.
- 02
Brand Guidelines
Standards for logo, colour, typography, photography and video.
- 03
Print & Stationery
Letterhead, folders, envelopes and business cards.
- 04
Digital & Social
Profile and cover artwork, post templates and infographic visuals.
- 05
Events & Environment
Press backdrops, street banners and signage.
- 06
Video
Intro, outro and lower-third title bars.
- 07
Official Photography
Coverage of official receptions, delivered in a branded photo frame.
- Design Director
- Moh'd Nour Shahen
- Official Photography
- Lōn Visuals
- Client
- Department of Communication and Media
