Zayed City will serve as the National Seat of Government for the United Arab Emirates. At the city’s centre a series of seven boulevards radiate out, each representing one of the seven Emirates that make up the UAE. This will become the heart of the nation – a place where UAE nationals will gather in times of crisis or celebration.
The brand’s visual vocabulary is built around five elements, one for each letter of the late Sheikh Zayed’s name, and are created using the geometry of seven to form the heart of the identity. It also connects the brand to the seven Emirates that comprise the UAE.
The five elements of the brand identity 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.
Illustrated here are some example Precinct sub–brand identities. All use the same five core elements, but in different layers and colour combinations. The Precinct/District sub–brand identities should always have the Precinct/ District name and the Zayed City name as an endorsement.
© Baha Sawalha 1999-2023
Bold Creative Agency