DUBAI CULTURE by Landor Dubai for DUBAI CULTURE AND ART AUTHORITY

DUBAI CULTURE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Creative Director Shaun Loftman
Designer Dareen Taji
Released March 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: DUBAI CULTURE AND ART AUTHORITY
Product/Service: DUBAI CULTURE AND ART AUTHORITY
Agency: LANDOR ASSOCIATES
Date of First Appearance: Mar 23 2009 12:00AM
Entrant Company: LANDOR ASSOCIATES , Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.dubaiculture.ae
Creative Director: Shaun Loftman (Landor Associates – Dubai)
Designer: Dareen Taji (Landor Associates – Dubai)
Associate Client Director: Shafiq Taher (Landor Associates – Dubai)
Media placement: Brand Identity – Visual Language - Press, events, TVC, print applications - March 2009

Describe the challenges and key objectives
Dubai has witnessed a rising interest in culture and art with increasing numbers of galleries, art exhibitions and festivals. These cultural activities needed a unifying platform to effectively promote the importance of art and culture, while highlighting the influence and credibility of the authority driving it. The identity had to project an image flexible enough to speak to the region, local artists, art educators, cultural professionals, enthusiasts and tourists. The identity had to capture the imagination, portraying Dubai as developing a dynamic centre for culture and heritage, and so boosting the brand equity of Dubai as a culturally rich destination.

Describe the brief from the client
The Dubai Culture and Arts Authority was established to fulfill one of the main strategic thrusts of Dubai’s social development. Its brief was to enrich Dubai’s cultural environment by helping to shape the future of culture and the arts. DCAA felt that it required an engaging brand to emotionally drive culture and art. DCAA wanted to connect with the public through branding its various national initiatives. Its aim was to be seen as creatively supporting projects, and nurturing local talents. The brand needed to be seen as actively influencing sectors such as national heritage, literature, music, visual and performing arts.

Describe how you arrived at the final design
Shortening the name to simply Dubai Culture helped relax perceptions of government affiliation. Identifying that progressive Dubai will act like a conduit for culture and art, we created a visual language that reflected this. The ‘Dynamic Skin’ concept drove the design strategy, communicating how Dubai’s many cultures and influences come together and then explode into fresh and exciting ideas. The ribbon like strands are able to change their appearance and interpret any discipline or subject, yet always holding a familiar shape. This artistic approach really fueled the curiosity and imagination of the public and was impactful for the brand’s awareness.

Give some indication of how successful the outcome was in the market
From the Authority's original launch in 2008 to this brand identity re-launch in March 2009 saw the Dubai Culture transition from a government affiliated body to a creative hub of dynamic energy. This shift in visual language and brand positioning enabled Dubai Culture to creatively, credibly and confidently launch new and exciting initiatives such as the Youth Theatre, the Patrons of Art Awards, and re-brand the Dubai Public Library. Many societies and art groups hare now actively seeking the support and endorsement of Dubai Culture.