The Design Thought of KSA Universities' Logos and its Relationship with its Visual Identity

This study aims to identify the design thought of KSA universities' logos and its relationship to its visual identity, by identifying its design elements and design basics, as well as to reveal the extent of using the intellectual component in enhancing the visual identity of its logos. The study employs the analytical method according to the method of content analysis. The study population consists of all (29) university logos accredited in Saudi public universities during 2019. For data collection, a list is prepared for analyzing university logos and the validity and reliability of the tool are confirmed. The results of the first question reveal that the structural elements in the logos of Saudi universities are characterized by diversity, as the results of the second question show that the logos of Saudi universities take into account the technical basics of the design in general, with little use of logos to colors that distinguish the university from other universities, as the results of the third question show that there is an employment of the intellectual component in enhancing the visual identity of the logos of Saudi universities in general, with some weakness in the consistency of the colors of the logo with the visual identity of the urban region where the university is located, and that some of the logos lack sustainability and stability due to its modernity, as well as the lack of information about the general idea of the logo in the university site. The study recommends that some universities should review the graphic elements of their logos to modify the elements that are not related to the vision, mission, and aim of the university, and that are not compatible with its cultural and environmental specificity, and the need to inform the recipient and university staff of information on the design idea to build the logo to confirm the identity.