2011 Winners & Shortlists

Brief Explanation

With the change in managership of Dubai Public Library from Dubai Municipality to the Dubai Culture and Art Authority, our challenge was to transition the old and governmental feel into a more community friendly brand. Create a brand identity that would reflect the vision of the Library and change some of the negative perceptions of the old regime. Appeal to a new young generation of potentially loyal Library users through the Children’s Library sub-brand. Compete with the increasingly popular and fashionable book retailers that could threaten the relevance of the Library and possibly make it obsolete.

The Brief

The Dubai Public Library wanted to address the issues with its brand credibility. Build a consistent and credible brand that would address and improve its lack of brand awareness. Create a visual identity that would help to elevate and positively promote the brand. Create a brand to reflect the brand values of the Library.

How the final design was conceived

We created a brand identity and engaging look and feel to generate interest and encourage trial. The visual language is inspired by the beauty and poetry of the written word, and how words can trigger the imagination to envisage a world of possibilities and ideas.

Indication of how successful the outcome was in the market

The launch of the new visual language represented the Dubai Public Library as a modern, up-to-date brand that spoke with more relevance to both adults and children alike. The success of the new visual brand identity has led to the client now implementing the visual language into the branded environment and signage of the Library.