Throughout 2021, the U.S. Embassy will celebrate the shared principles and the enduring relations between the Kingdom of Cambodia and the United States under the “4Ps" themes, which include Prosperity, Principles, Peace, and Partnership.

To bring this “4Ps” campaign to life, we, KOUPREY Creative Solutions, were delighted to be a part of brand identity design for the U.S. Embassy, Phnom Penh, in which our team designed AmCam 2021 logo and four icons to represent each quarter of the full-year event.

In the first quarter of 2021, the visual outlook of the icon was conceptualized by the bunch of rice, which signifies the prosperity and sustainability of Cambodia and the region. Moreover, the Statue of Liberty spiritually inspired our team to incorporate it as the icon of the second quarter activities, aiming to promote the shared principles and values that define people-to-people ties. More especially, to highlight the issues of peace and security and mark the 30th anniversary of the historic Paris Peace Agreements, we chose the visual art of pigeon for the third quarter icon. Last but not least, to brighten up a palpable sense of diplomatic partnerships with Cambodia and the region as the Kingdom prepares to chair ASEAN in 2022, our design artists made the icon for the last quarter, by using the ASEAN logo and turning it into illustrator design. Also, to make every brand design look premium and notable, we adopted red and blue from the key colors of the embassy.

• Client: AmCam 2021 | U.S. Embassy Phnom Penh
• Design: Branding
• Year: 2021