King Salman Charter Award identity

The King Salman Charter for Architecture and Urbanism (KSCAU) is a foundation that sets the principles of design methodology and the future of architecture in the Kingdom of Saudi Arabia. It aims to highlight the rich Saudi culture and preserve the historical authenticity of the Saudi architectural landscape, while ensuring high living standards and innovation. The award grew out of that charter.

The Ministry of Culture established the KSCAU Award to raise awareness of the charter's principles and values among the public and among practitioners in architecture and design. Held every two years, the award recognises and rewards designers and architects who have integrated and adopted the charter's principles in built, unbuilt and student projects across the Kingdom. By celebrating excellence and fostering innovation, it aims to inspire creative professionals and push boundaries in building a sustainable future that embodies the charter's long-term goals.

With Backyard Experiential, the event management company for the award, Milk Network built a year-long communication strategy so that every touchpoint aligned with the award's long-term objectives and values.

In parallel, Milk Network designed a visual identity for the award that integrates with the main brand, KSCAU. Key elements were drawn from the charter's identity, so the new work complements its established image.

At the heart of the solution is the trophy, a tangible symbol of the award's standing. Milk Network drew on the Kingdom's heritage and architectural landscape: three interconnected cubes — a base, a middle cube and a top cube. The two upper cubes spin independently, so the trophy keeps changing shape. The movement stands for the evolution and progress the charter's principles champion.

The branding combines a visual identity with a communication strategy and is meant to deliver a consistent brand experience. As the award gains recognition, Milk Network expects it to push designers and architects to extend the boundaries of the built environment in line with the charter.

• Stylescape
• Visual Identity
• Brand Applications
• Brand Guidelines
• Trophy design