Tourism Development and Investment Company & Abu Dhabi Tourism

Art Abu Dhabi

Crafting a dynamic brand for a world-class international art fair

Art Abu Dhabi showcases a collection of the world’s leading modern and contemporary art galleries, supported by dynamic performances, insightful talks, and unique, cerebral experiences. We developed the new brand and visual identity for Art Abu Dhabi, with the challenge of blending elements of the Abu Dhabi brand while achieving a contemporary look and feel that reflects the fair’s diverse range of modern and contemporary art.

The resulting identity unites the Abu Dhabi font with a distinctive graphic brace device, the 'wing.' To symbolize the fair’s continual evolution, the logo’s color will change annually.

In collaboration with TDIC and event management company HQWS, we implemented the brand across all touchpoints, including art fair signage and programs, magazine covers, print, digital, and out-of-home advertising, website navigation and UX design, and social media.

Each year, to bring the brand identity to life, emerging Emirati artists and designers are invited to reinterpret the signature identity element, the ‘wing,’ in their own style. The winning artwork is then used to create innovative and exciting merchandise sold through The Shop, as well as featured on official Abu Dhabi Art print materials throughout the fair—reaching over 20,000 international visitors.

The Abu Dhabi Brand Office participated in the Art Abu Dhabi event, ‘Art Connections.’ We managed the exhibition design, and our talented designers showcased unique art pieces interpreting the theme of ‘change.’