The base of the brand identity of the new Bar Bistro “SAAM” at MECC Maastricht, is the river Maas itself. This river, streaming right through the city, separates but equally connects its inhabitants. In its glooming waters, it reflects the city and the sky above it. These characteristics - the contradiction in separating, connecting and mirroring - was the inspiration of the concept, layout and brand identity of the new Bar Bistro “SAAM” at MECC Maastricht.

The name “SAAM” is on one hand the mirror image of MAAS. But on the other hand “SAAM” also stands for - being together - and - bringing together - ('samen' in Dutch). Just like the river Maas, the MECC is a mirror for everything that is shown and just like the Maas, it has a connecting function.

The brand identity of SAAM was incorporated in different layers, from table to staff. The river and its mirroring elements are visible in the typography, colour choice and overall design.

The logo of SAAM is paired with a big blue stroke, again refering to the river but also trying to catch the visitor's attention. The mirrored S within the logo is a subtle hint for the observant visitor that SAAM is a reflection of the river Maas. The result is an unique branding and a true hero in this F&B concept. 

For a resident of Maastricht we wanted SAAM to feel like coming home, but for a visitor of the city we wanted them to experience a whole new world. Not every visitor, who visits the MECC has time to discover the city of Maastricht. That’s is why we brought the city to the MECC by asking a local graphic designer and artist – Roger Huskens - to capture the most iconic buildings of the city through his signature pen drawings.

The result are six drawings ranging from hypermodern to very classic but yet typical buildings of Maastricht.

Read more about the SAAM interior concept in our article: 

SAAM - interior