His Majesty King Abdullah II wearing the official Jordan national football team jersey featuring our new typographic design.
For Jordan’s historic first appearance at the FIFA World Cup, we created the bespoke typography of letters and numbers worn by our national football team.
More than a typeface, the project translated Jordan’s cultural memory, landscape, and collective ambition into a visual language for the world’s largest sporting stage.
Carving a Path to the World Cup
The concept began with the Nabataeans, who carved extraordinary monuments into Jordan’s mountains. Their determination offered a powerful metaphor for the Nashama, who carved their own path to the World Cup through persistence, courage, and ambition.
The sacred Nabataean steps became a central element of the design. Historically associated with elevation and ascent, their geometry was incorporated into the numbers to express progress, excellence, and the drive to reach greater heights.
Letters and Numbers Shaped by Jordan
The letters were inspired by Jordan’s natural and architectural landscape: mountain silhouettes, ancient gateways, stone façades, and structural forms found across its cities and archaeological sites.
The numbers, the most prominent elements on a football jersey, were shaped by the ascending geometry of Nabataean architecture. Their forms suggest carved stone, movement, confidence, and ambition.
The main challenge was balancing cultural expression with performance. Every character needed to remain clear during movement, under stadium lighting, and across broadcasts, while meeting FIFA’s technical requirements.
A selection of number designs explored during development but not approved by FIFA.
Nashama.otf, the official typeface of the Jordan national football team.
The official number design.
The official numbers and player names as they first appeared during the friendly matches ahead of the World Cup.
Letters and Numbers Shaped by Jordan
The letters were inspired by Jordan’s natural and architectural landscape: mountain silhouettes, ancient gateways, stone façades, and structural forms found across its cities and archaeological sites.
The numbers, the most prominent elements on a football jersey, were shaped by the ascending geometry of Nabataean architecture. Their forms suggest carved stone, movement, confidence, and ambition.
The main challenge was balancing cultural expression with performance. Every character needed to remain clear during movement, under stadium lighting, and across broadcasts, while meeting FIFA’s technical requirements.
A Collective Jordanian Contribution
The project also opened its process to Jordan’s emerging creative community through a competition for design students.
The selected concept came from Dania Louzy, who proposed placing the Jordanian red and white shemagh across the players’ shoulders. In Jordanian culture, this gesture represents recognition, respect, and honour.
Her idea added a human dimension to the identity, presenting the team as being honoured by the country before carrying its name onto the world stage.
Our number 10, Mousa Al Tamari, wearing the home and away kits.
From Design to the Pitch
We worked closely with the Jordan Football Association and the official kit manufacturer throughout production.
Every name and number was individually prepared for the players, with careful attention to scale, spacing, colour, positioning, and manufacturing specifications.
We also created a film connecting the typography, the shemagh, and Jordan’s cultural memory. From the threads of the scarf and the jersey, we wove a story that travelled to the world. The film was widely shared and helped audiences understand the meaning behind the design.
Designing the Nashama Identity
“Nashama” is the official nickname of Jordan’s national football team. In Arabic, it describes noble hearted men known for courage, generosity, and integrity.
We designed the Arabic word “Nashama” as a bold expression of national pride. It later appeared across scarves, banners, publications, digital platforms, and objects carried by supporters, becoming a shared visual voice for Jordanians everywhere.
Worn by the Nashama
During the World Cup, the Nashama identity appeared across jerseys, scarves, banners, public spaces, and celebrations. Jordanians embraced it and made it part of their own experience.
We attended the match and watched our national team enter the pitch wearing the typography we had developed. Seeing a design that began with research and sketches become part of Jordan’s first World Cup appearance was an incomparable moment.
By then, the work no longer belonged only to us. It belonged to the players, the supporters, and every Jordanian who had waited for that moment.
The official Nashama logo.
We made the Nashama logo freely accessible for everyone to use. Since then, we have proudly seen it embraced by Jordanians through countless applications.
Watching Jordan play Argentina in Dallas on 27 June 2026 was an unforgettable experience.