Tourism Development and Investment Company & Abu Dhabi Tourism

Art Abu Dhabi

Creating a dynamic new brand and international art gallery

Art Abu Dhabi presents a collection of the world’s leading modern and contemporary art galleries supported by powerful program performances, talks and unique, cerebral experiences. We created the new brand and visual identity for Art Abu Dhabi. Our challenge was to incorporate elements of the Abu Dhabi brand whilst managing to create a very contemporary look and feel that reflected the broad scope of the modern and contemporary art on display at the fair. The resulting identity united the Abu Dhabi font with a graphic brace device ‘wing’.

Art Abu Dhabi takes place annually and to reflect the continual evolution of the fair, the color of the logo will be updated every year. Working together with TDIC, we implemented the brand across all applications, including art fair signage and programmes, magazine covers, advertising in print, digital and out of home, website navigation UX design and social media.

Each year, to showcase the identity, emerging Emirati artists and designers were invited to develop the main element of the identity ‘wing’ in their own style. The winning artwork will be used to create innovative and exciting merchandise retailed through The Shop, as well as being printed on official Abu Dhabi Art print materials throughout the fair, exposing the designs to over 20,000 international visitors.

The office of the Brand of Abu Dhabi participated in the Art Abu Dhabi event ‘Art Connections’. We oversaw the design of the exhibition and our talented designers showcased unique art pieces interpreting the word ‘change’.