2011 Winners & Shortlists

Brief Explanation

We began with a startling discovery. The average Arab youth spends just 6 minutes year reading. Not because they can't read, because they won't. Our job was to help them rediscover the rich rewards the written word brings, and create a brand whose strong influence would be felt all year round.

The Brief

To developed a new brand identity to reflect the truly international nature of the Sharjah International Book Fair, whilst still maintaining the culture and heritage of the brand and the region. To create a brand that could extend behind the book fair event and become a strong year-round event through initiatives and brand touch points.

How the final design was conceived

As well as changing the name to the Sharjah International Book Fair, reflecting the more international flavour and appeal of the event; we penned the positioning: 'For the love of the written word ', to inject passion back into the brand. Next we created a simple, yet modern identity, crafted in the shape of a row of books. The vi brant colour palette played the part of the event's revitalised personality. And a new imagery style brought to life images, shapes and stories through the use of words.

Indication of how successful the outcome was in the market

Immidiatly after the brand introduction, staff at SIBF ecpressed an overwhelming feeling of pride for the brand. In its first year under the new Brand, the Sharjah International Book Fair recognized an increase in event attendance from 550,000 to 600,000 people. The SIBF is now in its second year and has had so many vendor requests for display space that for the first time in its 29 year history it is turning people away. The SIBF brand has been an overwhelming success, it has been embraced by coordinators, its patrons, citizens of Sharjah and the global literary community.