2014 Winners & Shortlists

MUSEUM OF ISLAMIC ART

Short List
BrandQATAR MUSEUMS AUTHORITY
Product/ServiceMUSEUM IDENTITY
EntrantLANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
CategoryCorporate Identity Schemes
Entrant Company LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Advertising Agency LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES

Brief Explanation

Relying solely on the iconic building, and the art collection, MIA struggled to communicate a clear purpose to visitors. First impressions were grand yet austere. Misconceptions of it being an institution of piety rather than art ran amok. Visitors were hesitant and intimidated by lack of context. Through its art collection MIA reminds us of the golden era of Islamic civilization, and how its innovation, energy, colour and vibrancy spread contagiously from the Middle East to the edges of West Africa, touching Spain, and East through China. The brand’s purpose was to bring the museum experience alive by re-invigorating it.

The Brief

The Middle East is changing, and its culture is transforming faster and more unexpectedly than anyone can predict. As it changes under the critical eye of the international world, there is a pressing need to reshape by developing new perspectives within the region. The Museum of Islamic Art (MIA) and its curator Shiekha Mayassa, underwent a huge aspirational effort to showcase the creative accomplishments of Islamic civilization as an influencer of arts, culture and the developing world. MIA recruited world-renowned architect I.M Pei to reinterpret the impact of Islamic architecture into an awesome and iconic building for Qatar.

How the final design was conceived

A new identity was created that is based on the geometric principles of the architecture. It allows MIA to reflect the spirit and innovation of Islamic civilization. A world brought to life through the inspiration of Islamic geometry, calligraphy and abundance of colour. The new identity is allowed to always change and always inspire by bringing the past into the present with a fresh and contemporary language that is accessible to all. It encourages visitors to become part of its world and participate in the development of a promising tomorrow.

Indication of how successful the outcome was in the market

Success of the new brand is reflected in the significant increase in visitor foot fall.

Credits

Name Company Role
Luma Shihabeldin Landor Associates Design Director
Muna A. Hadi Landor Associates Designer
Dalia Nosseir Landor Associates Designer
Shaun Loftman Landor Associates Creative Director
Mariagrazia Deangelis Landor Associates Client Director
Caroline Amand Landor Associates Strategist
Amal Atallah Landor Associates Client Manager
Shekha Wilson Landor Associates Client Manager/Strategist
Wasim Ajlyakin Landor Associates Production Artworker
Aleksandar Sandorov Landor Associates Motion Designer
Benjamin Fujita-Summers Landor Associates Brand Environments