Syria’s New Visual Identity

July 14, 2025

On July 3rd 2025, a new emblem of Syria and visual identity was unveiled. Highly symbolic and deep in meaning, the rebrand aims to foster national pride, reflect unity, dignity, and a reimagined relationship between the state and its people – a visual identity meant to mirror the rebirth of the nation.

What the Details Mean:

The new identity is holistic – inclusive of a new Syria logo and emblem, color palette, typography and design patterns.

The Syrian golden eagle emerges as Syria’s new emblem. Inspired by Khalid ibn al-Walid’s conquest over the Byzantines at the Battle of “Thaniyat al-Uqab,” or the “Eagle’s Pass.” It embodies protection over the nation - a “state that guards” in contrast to the “security state.” Detached from the traditional shield, the eagle stands on its own. As the designers put it: “This is not just a coat of arms – It is a national covenant, a visual contract that binds state and citizen in a common future.”

Three stars above the eagle’s head symbolize the stars on Syria’s flag of independence (or Syrian revolution flag)
The eagle’s wings were “designed to convey balance: neither aggressively spread nor defensively closed, but wise, flexible, and dynamic.”
Three talons represent the land, sea, and air forces
Fourteen wing feathers symbolize Syria’s 14 governorates
Five tail feathers represent the five main geographical regions of Syria (North, East, West, South, and Central), affirming national unity
The color palette draws inspiration from Syria’s history, traditions, and regions, with emphasis on the dark green, which is a modern interpretation of the Syrian flag
A custom type has been created, “merging modernity with heritage.”

For a deeper dive into the brand strategy and the team behind the work, visit: https://syrianidentity.sy/en/brand-story

Five Core Messages of this National Rebrand:

As described in the official SANA announcement and Enab Baladi piece:

Historical continuity: The eagle is not a break but an extension of the 1945 design, affirming the authenticity of the Syrian identity over time
Representation of the new state: The eagle symbolizes the new Syria, a modern state emerging from the will of its people
Liberation and empowerment of the people: The liberation of the stars signifies the liberation of the people
Unity of Syrian territories: The eagle’s tail, composed of five feathers, represents the geographical regions without discrimination or exclusion, but in integration
A new national covenant defining the relationship between the state and the people.”

What This New Visual Identity Signals:

Any rebrand is meant to reflect a promise – to evoke perceptions grounded in reality.
The new identity offers a contemporary narrative rooted in history. A narrative of unity without erasure; of diversity without fragmentation.

And while the nation has a long road ahead to live up to the ideals reflected in this identity, the promise is clear: Syria is reborn.