Commercial Project

Client
Sabeen Mahmud Foundation (SMF)

“The proposed Sabeen Mahmud Foundation (SMF) is pending registration with the Securities and Exchange Commission of Pakistan as a company limited by guarantee and licensed under section 42 of the Companies Act 2017”.

Identity Design
The Sabeen Mahmud Identity, through its form and design reflects a space that embodies and represents Sabeen. It represents symbolically her values, ideas, her various attributes and qualities.

Sabeen’s love for her city, Karachi, and community spaces within the city, have been depicted architecturally through the typeface/font. Her interest in design, arcade games, such as, Tetris and Pacman have also been used as an inspiration while creating this original typeface.

Her openness to experiences, situations and dialogue have been carefully represented through the open spaces, different forms for every letter and the reflected E’s in the identity, that inspires conversation. The colour green represents mental health awareness. The colours reflect the balance between nature and the natural world. A colour of high vibration and energy, at the same time known for the calmness they offer.

Deliverables
Identity Design