Abu Dhabi Culture and Heritage Corporate identity
| Fact |
Value |
| Contact |
Dubai |
| Client |
ADACH
Abu Dhabi Culture and Heritage |
| Project |
Corporate identity |
| Industry |
Government |
| Timeline |
Jan 06 - Ongoing |
| Services |
Brand Idea
Internal Communications
Opportunities and Insight Report
Brand Architecture
Brand Naming
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Information Design
Interactive Design
Brand Audit (including VISEQS)
Competitive Analysis
Brand Positioning
|
| Team size |
5 The Brand Union
7 Client |
Abu Dhabi Culture and Heritage was established by the Abu Dhabi Authority for Culture and Heritage (ADACH) to fulfil the vision of His Highness the late Sheikh Zayed Bin Sultan Al Nahyan of preserving and promoting the identity and culture of the people of the United Arab Emirates.
The Brand Union successfully captured our spirit and visionMohamed Khalaf Al Mazrouei, Director General, ADACH
The authority aims to bring cultural awareness closer to the youth, encouraging creative thinking among the community and ensuring culture is accessible to both residents and visitors of Abu Dhabi. Our challenge was to create and develop a brand that would represent Abu Dhabi’s heritage and culture and in particular appeal to the local youth.
The brand also needed to communicate with all stakeholders and evoke a sense of pride in their culture and heritage. In addition, there are very few obvious tangible symbols of Abu Dhabi’s culture and heritage, therefore, part of the challenge was to find something that was iconic and uniquely Abu Dhabi.
The compelling truth
To take the Abu Dhabi Culture and Heritage brand forward for the next generation, we searched for the compelling truth of the brand – fathering the identity of Abu Dhabi – and from this an exceptionally iconic identity was crafted.
The identity captures the spirit of Abu Dhabi – a complex and intriguing combination of many cultures, people, traditions, and icons – in one powerful symbol.
Capturing the spirit
“The Brand Union successfully captured the spirit and vision of the organisation in an original concept that encapsulates the many facets of Abu Dhabi Culture and Heritage. The new brand is an original idea that dared to go beyond the traditional approach of branding for governmental institutions. We see it as a work of art that is both accessible and innovative,” says Abu Dhabi Authority for Culture and Heritage’s Director General Mohamed Khalaf Al Mazrouei.
By utilising loose, expressive strokes, we were able to combine the many facets of Abu Dhabi’s rich culture and heritage into a distinguished identity that draws on craftsmanship, expression and interpretation. A modern approach portraying years of customs and tradition, the Abu Dhabi Culture and Heritage brand is intended to nurture Abu Dhabi’s heritage – educating and exciting the next generation about their past.
“Working with The Brand Union on the development of a new brand for Abu Dhabi Culture and Heritage has been a creative and personal endeavour,” says Al Mazrouei. “We are proud of this brand and pleased with the working relationship we have developed with The Brand Union and we look forward to working together in the future on other initiatives.”
