01 December 2025
Communication
Performance
Integrated marketing
Client Name.
KAUN
Challenge.
The main challenge was to create a brand that speaks both Arabic and Latin visually — making “KAUN” recognizable and meaningful in both scripts. It needed to feel ambitious yet accessible, inspiring yet educational, and avoid the cliché visual codes of space agencies (like rigid typography, stars, rockets). The identity had to be adaptable across different sub-initiatives such as the Space Foundation and the Space Museum, while maintaining a strong and recognizable visual system.
Our Approach.
KAUN, the Saudi Space Awareness Program, was launched under the Saudi Space Commission with a bold mission: to inspire a new generation's curiosity about space through education, experiences, and initiatives. Chemistry was tasked with creating a unique brand identity that connects authentically with Saudi youth while being accessible on an international level. The challenge was to build an identity that feels potent in Arabic roots, yet modern and universal enough to stand apart from traditional governmental or space agency aesthetics.
We developed a dynamic identity centered around the concept of “the beginning of existence”, a theme that resonates with the wonder of space and the Arabic meaning of “Kaun” (كون).
The custom wordmark bridges Arabic and Latin, drawing from Arabic typographic structure while forming readable Latin characters, creating a hybrid that feels powerful, fluid, and futuristic.
Supporting graphics were inspired by organic cosmic forms: galaxies, planets, stardust, and black holes; evolving into a rich visual language with color gradients and soft blurred shapes.
The system is bold yet ethereal, allowing the brand to flex across serious educational initiatives and inspiring cultural activities without ever feeling cold or institutional.
The KAUN identity established a bold, modern, and culturally rooted brand that resonates with Saudi youth. The hybrid Arabic–Latin logo and cosmic visual system created a unified, recognizable presence across all sub-initiatives, positioning the program as an inspiring gateway to space exploration.
