NEW DUBAI IDENTITY

ASK
Provide a complete brand identity for Dubai.

BRUTAL SIMPLICITY OF THOUGHT
How do you create an identity as unique as the city? By celebrating its historical legacy as the meeting point between East and West; where the Arabic & English spelling of Dubai merge into one unit.

IMPACT
The branding was controversial when it was released, sparking much debate. It is now recognised as a banner for the modern and diverse personality of the city.

Client: Dubai Tourism
Office: London & Dubai
Year: 2005