In their own words
The M never arrives. It oscillates. It exists, deliberately, in the space between positions.
Sauce binds, elevates, and transforms, allowing for restraint or excess, precision or abandon.
This was not a time for design showmanship, it was a time for space and reflection, designing from within the discomfort.
It doesn’t rely on tag lines, visual tricks, or the polish of a high budget production.
Why always start from English and its typographic histories?
Individual values and personalities precede job titles and roles.
Language, for me, says a lot about the culture it represents.
Articles & interviews
- Why Pentagram's Samar Maakaroun designed a logo that just won't settle
Creative Boom profiles Pentagram partner Samar Maakaroun’s rebrand for The Mosaic Rooms, a London cultural institution exploring Arab and SWANA art. The identity centers on a fluid monogram that never settles, symbolizing cultural in-betweenness and movement. With bold color choices and architectural integration, the project reflects conceptual rigor and a refusal of visual stability.
- New Branding for Chateau Engalin by Pentagram
BP&O’s Emily Gosling reviews Pentagram London’s new brand identity for Chateau Engalin, a French wedding and hospitality venue founded by chef Marwan Badran. The identity, led by Samar Maakaroun, uses a custom fluid wordmark and a food-inspired color palette to reflect the chateau’s dual nature of refinement and exuberance. The design balances tradition with expressive modernity, uniting the venue’s culinary and artistic ethos.
- "Samar Maakaroun Designs Petition-Style Identity for 'Together for Palestine' Initiative"
Pentagram partner Samar Maakaroun created the identity for Together for Palestine, a charity initiative led by Brian Eno and others to raise humanitarian funds for Palestine. The design uses the visual language of petitions and the symbolism of the key to evoke home, hope, and collective action. Combining Nickel Gothic Variable and a custom typeface called Ceasefire, the restrained identity rejects design flourishes in favor of reflection and urgency.
- "All Flows 2025 Elevates Creative Scene in Milton Keynes"
Creative Boom’s article covers the 2025 edition of All Flows Festival in Milton Keynes, highlighting its intimate yet high-calibre programme of talks and workshops. Featuring leading designers, artists and studios, the event celebrated experimentation, materiality and connection within the creative community. The piece underscores All Flows’ growing reputation as a boutique alternative to larger design festivals.
- D&AD Introduces New Awards Category for Influencers and Creators in 2025
D&AD has announced three new categories for its 2025 Awards, including a Creator Content category recognising influencers and digital creators. The Branding category has also been split into New Brand Identity and Brand Identity Refresh to better reflect different types of brand work. The article highlights the expanded judging panel and the continued evolution of the awards to mirror shifts in the creative industry.
- Hotlist 2025: 25 Most Popular Design Studios Voted by Peers
Creative Boom’s 'Hotlist 2025' highlights 25 of the most admired design studios worldwide, as voted by industry peers. The article celebrates leading agencies such as Pentagram, PORTO ROCHA, Ragged Edge, and &Walsh for their innovative branding and design work across sectors from tech to fashion. It aims to inspire creatives by showcasing studios that are shaping contemporary design culture.
- Samar Maakaroun on her creative ethos and multicultural and multilingual practice, Right to Left
The Brand Identity interviews designer Samar Maakaroun about her London-based studio Right to Left, which focuses on bilingual and multicultural design. She discusses her career path from Lebanon to Europe, her experiences at Apple and Pentagram, and the founding of her studio rooted in cross-cultural collaboration. The conversation also explores her project Type Map, which examines the nuances of language and design across scripts.