Designing a Dynamic Institutional Identity System: The Arab Open University–Jordan Across Nine Countries
Year: 2025
Type: article
Abstract: As universities expand across regions and platforms, the demand for flexible and culturally adaptive visual identities continues to grow. This study aims to develop a dynamic logo system for the Arab Open University (AOU), which operates across nine countries. The objective is to create a unified yet culturally responsive design framework that enhances institutional branding and visibility at the faculty level. The scope of the research centers on the faculties within AOU, with particular emphasis on balancing coherence and localization in visual identity. The study targets faculty-level visual branding needs across nine AOU country branches, recognizing the importance of both unity and cultural distinction in institutional image-making. Employing a design-based research methodology, the study analyzed cultural symbols, academic disciplines, and national elements to guide the creation of a dynamic visual identity system. Logos were developed in both Arabic and English, and in horizontal and vertical formats, ensuring usability across digital, print, and physical applications. Implementation began with the Graphic and Multimedia Design Department at AOU’s Jordan branch, which piloted the system through branded social media platforms. Findings show that dynamic logo systems effectively enhance institutional identity, accommodate cultural diversity, and reinforce cohesion across decentralized academic environments. This research is the first documented academic initiative in the Arab world to develop and implement a comprehensive faculty-level dynamic logo system, making it a pioneering contribution to the field of higher education branding. It also provides a scalable model for multi-national universities seeking to modernize and unify their visual identity systems..
Source: Journal of Arts and Humanities
DOI: 10.18533/s9z2dk34
Institutions: Arab Open University, Al-Zaytoonah University of Jordan
Language: English
Subfield: Visual Arts and Performing Arts
Field: Arts and Humanities
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W7219864641