Dubai is a city in a constant state of change. Challenging norms. Creating firsts. A natural habitat for cranes (machines) and expatriates. That’s why, it came as no surprise when we discovered Dubai was on it’s way to become the world’s most innovative city with an Innovation Strategy involving 20 initiatives in 10 sectors of Renewable Energy, Transport, Education, Health, Technology, Water & Space, Hospitality, Economy, Tourism and Government Services.
Inspired by His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, and approved by Shaikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai, the initiative has all the makings of unimaginable, yet attainable innovation.
initiative has all the makings of unimaginable, yet attainable innovation. But at the time, what the project demanded was branding that would represent the magnitude of its potential.
An identity that each resident, visitor, person in Dubai would relate to. An identity that stood for every sector. Every colour.
That’s where we came in. With a simple, yet complex design approach we created an identity – a logo that narrated the story of Dubai and documented the future of the emirate. A logo that had meaning. A logo that was familiar, yet from the future. A logo ten years ahead of its time. Much like the city of Dubai.
The result – a winning logo with a dynamic palette, clean edges, precise mathematical construction, riddled with creative expression and contemporary minimalism.
Next steps; we implemented the logo on collaterals, on the website, across visual identity elements and on information design – following a set of brand rules and guidelines.
Information design was an integral part of the process with easy to understand – easier to read information presented in a clean and compelling layout. Original iconography helped illustrate information and effective use of color and fonts read information