2017 Winners & Shortlists

The Campaign

Qatar's strongest asset is its name. It is the only country that starts with a Q, making it a unique and intriguing proposition at the same time. With this in mind, we set out to bring to life the countries name, making it  its strongest brand asset, its brand identity.  The Qatar word mark, anchored in the brands positioning of "Warmth of Soul; Spirit of Vision", has been crafted with exquisite attention to detail. It is a discerning combination of tradition and modernity, creating an iconic design relationship between Arabic and the Latin letters of Q  A  T  A  R, making it a timeless and authentic expression of Qatar. The journey in creating the Arabic word mark is grounded in the tradition of Arabic calligraphy. The craft and skill of a local calligraphy artist was commission for this piece taking its lead from the Latin word mark.

Creative Execution

The Qatar wordmark is a discerning combination of tradition and modernity. A timeless classic. Being our most distinctive brand asset, was applied across all mediums. The brand was launched at The World Trade Market in London. The wordmark was applied to stationery, billboards, taxi cabs, TVC, banners and digital.

Indication of how successful the outcome was in the market

Creating a destination brand that resonates with both the Qatari people and an international audience. As the first brand identity we captured an enriching cultural experience through arts, education and history at the same time portraying world-class business infrastructure and facilities to promote business and sports.

BRAND POSITIONING: A WORLD CLASS HUB WITH DEEP CULTURAL ROOTS BRAND BELIEF: THE DEEPER OUR ROOTS, THE HIGHER WE SOAR BRAND ESSENCE/PLATFORM: WARMTH OF SOUL & SPIRIT OF VISION BRAND PERSONALITY 21st Century and Proudly Qatari. Warm, Hospitable, Cultured, Open, Progressive, Embracing Humanity & Future Positive. TONE & MANNER Confident, Authentic, Inviting, Intriguing, Accessibly Luxurious: A Timeless Classic.