2017 Winners & Shortlists

The Campaign

To create an identity that could constantly change and evolve to represent different facets of the city whilst at the same time creating a consistent look and feel. The identity includes the geometry of seven to connect the new capital to each of the seven Emirates. The resulting kaleidoscopic brand elements have a strong connection to Islamic geometry and the bright colours express the dynamism and diversity of the new city.

Creative Execution

The full colour icon was chosen for its sophisticated simplicity and represents the seven Emirates. The muted colour palette is distinctive and influenced by the natural environment of the UAE. The Precinct/District sub–brand identities use the same core elements, but in different layers and colour combinations and carry the endorsement of the Zayed City name. The brand elements for Zayed City have been created to showcase the evolving and progressive nature of the city. They create a visual vocabulary that can be used separately or in combination that can be selected depending on the subject matter and the target audience. The brand elements can be used to create vibrant patterns. Kaleidoscopic imagery can be used if the application has a specific subject such as parks, recreation, leisure and architecture. Images of lifestyle, architecture, national celebrations, etc. create a feeling of what life will be like in Zayed City.

Indication of how successful the outcome was in the market

Result The new brand was launched in October 2016 so both the development and the brand identity are in their infancy but those who have seen it think it is an ideal solution that captures the essence of the seven emirates and is a fitting identity for the new heart of the capital.

Underpinning Zayed City’s identity are seven core characteristics, each one evoking the spirit of the late Sheikh Zayed. These characteristics are the very essence of the brand’s DNA. Visionary Influential Respected Dynamic Inspirational Ambitious Pioneering The portfolio of elements can be combined to create an almost infinite number of sub–brands. This results in a brand identity that can grow and evolve in the same way as a city grows and evolves. By using a common set of creative elements, a consistent brand hierarchy has been created, while at the same time clearly giving each sub-brand its own distinctive identity. We also created a flexible visual vocabulary to bring the story of the city to life.