2016 Winners & Shortlists

UAE SPACE AGENCY EDUCATION PROGRAMME (FADR)

BrandUAE SPACE AGENCY
Product/ServiceEDUCATION PROGRAM
EntrantALL ABOUT BRANDS Abu Dhabi, UNITED ARAB EMIRATES
CategoryLogo Design
Entrant Company ALL ABOUT BRANDS Abu Dhabi, UNITED ARAB EMIRATES
Advertising Agency ALL ABOUT BRANDS Abu Dhabi, UNITED ARAB EMIRATES

Brief Explanation

The UAE Space Agency is a federal agency created to oversee the development of the UAE space sector. The mains aims of the UAE Space Agency are: To organise, regulate and support the space sector throughout the UAE. Encourage the development and use of space science and technology in the UAE. Establish international partnerships in the space sector and enhance the UAE's role and position. Contribute to the diversification of the national economy through the space sector Raise awareness of the importance of the space technologies, enhance national capabilities and encourage peaceful application of space research.

The Brief

To create a dynamic and engaging brand identity for the UAE Space Agency's Education Programme (FADR). The identity had to work in both Arabic and English. The identity needed to appeal to a wide range of age groups from primary school children right through to university undergraduates. The brand identity had to work in harmony with the UAE Space Agency's Federal identity.

How the final design was conceived

The brand identity took the arabic word for space 'FADR' and worked it into an illustration of a planetary system while still allowing Arabic speakers to read the Arabic word. The Roman font is Cronos Pro Semi Bold and the Arabic font was hand drawn to match. The Education Programme logo can appear in any of the colours contained in the UAE Space Agency brand guidelines which allows great flexibility and ensures that a colour can be selected that is appropriate for the age group being targeted. The identity is used on all UAE Space Agency Education initiatives such as competitions, literature and websites.

Indication of how successful the outcome was in the market

The Education Programme brand was a great success. The fact that the logo actually spelt 'FADR' in Arabic was thought to be extremely innovative. Given the high profile nature of the agency the identity also required the approval of the Royal Family which it duly received. The identity has been used across a range of age groups and has been well received by them all. The first initiative was a competition aimed at UAE school Children to design a space rocket. The competition attracted over 3,000 entries from which 44 were chosen to be painted onto fibre glass models as part of the UAE 44th National Day Celebrations. A year long programme of activity is now under way for 2016.

Credits

Name Company Role
Mark Rollinson All About Brands Chairman
Nick Cronin All About Brands Creative Director
Reem Arke All About Brands Designer
Baha Sawalha All About Brands Designer