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THE EMIRATES
BRANDING A NATION

Heading

Client: Emirates Nation Brand

Year: 2020

Industry: Destinatio

Location: UAE

Status

Completed

Awards

Transform Awards

SBD

What we did

Brand Strategy & Positioning

360° Brand Ecosystem

Brand Film

Brand Guidelines

Brand Launch

Brand Identity

Custom Typography

Custom Iconography

Motion Graphics

Digital

49 talented Emirati artists, 7 from each Emirate were summoned by the ruler of UAE to delineate a memorable brand to represent UAE for the next 50 years.

A voting and selection process was conducted, in which RUYA refined the three final designs for which over 10.6 million votes from 185 countries were received, followed by developing the brand’s visual ecosystem and strategy.

RUYA’s collaboration with the Public Diplomacy Office resulted in the formation of a brazenly unique and global brand.

We built the brand ecosystem and implemented it across all communication channels, having the brand reflect the aspirations, gallantry and entrepreneurial spirit of the nation and impersonated the glorious past and visionary future of the UAE.

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In the loving memory of our nation's father & founder
Sheikh Zayed Bin Sultan Al Nahyan

CONTEXT & BACKGROUND

On November 2, 2019, the UAE launched a national project to design and create the UAE Nation Brand logo that represents the country to the world. Through highlighting the distinctive features of the Emirates, the Nation Brand aims to share the country’s journey of development and progress as an inspiring success story.

49 Emirati artists and innovators, seven from each emirate, gathered to create a logo of the UAE Nation Brand. Painters, sculptors, authors, researchers and graphic designers came together in “The Inspiring 49” workshop. It generated multiple designs, among which three logos were shortlisted.

People across the world were invited to vote for one of the shortlisted logos through the official website and social media accounts, drewing over 10.6 million votes in two weeks. Ruya were committed to refine the winner symbol, create a wordmark, and develop a comprehensive brand ecosystem.

BRAND STRATEGY & POSITIONING

Brand Main Concept

IMPOSSIBLE IS Possible,
Make it Happen

Since the formation of the union, the UAE has been driven by the unwavering certainty that willpower and efficient management will build a prosperous and bright future for the nation. The Emirates has since led an unstoppable development journey of boundless aspirations and ambitions on a land where the word "impossible" does not exist.

‘Culture of Innovation’, one of the brand positioning key concepts.

The brand was positioned in the intersection of roots and cultures and future and innovation. Imagery, concepts, and messaging were created using these pillars as a constant reference.

The key aspects of a Nation Brand were considered in the brand strategy and Positioning.

brand development & ecosystem

A custom-made Wordmark was designed, featuring a sans serif typeface with a geometric structure and finishings and details that are connected to the brand symbol shapes.

The Seven Lines Brand Symbol

Seven lines rise up tall with momentum, optimism and dynamism as a tribute to the seven bold founding leaders who shaped the Emirates and united their people’s aspirations under one flag. Shaping the map of the Emirates with the flag colors, represent the future-focused leaders of the seven emirates united towards the country’s growth and driven by persistence and resilience in the face of challenges.

The lines, vibrant in color, reflect the UAE’s ongoing journey of development driven by a wave of progress, innovation, excellence and boundless aspirations, and the unflinching belief that nothing is impossible to those determined to make their dreams a reality.

‘Seven Lines’ Optimized Brand Symbol & Custom-made Wordmark

‘Seven Lines’ Brand Symbol

The UAE Nation Brand tells the story of our union, our unity, our future and of a country that is firmly making its mark across the world. Our goal for the new brand is to enhance the Emirates’ global reputation, in which we invested thousands of teams throughout 48 years of constant work.

Sh. Mohammed Bin Rashid Al Maktoum

Custom Typeface in collaboration with Omnibus Type

Collaborating with "Omnibus Type," we crafted a custom typeface pivotal to The Emirates' nation branding. This bespoke font beautifully blends heritage and innovation, symbolising the nation's values and vision. It unifies communication, sharing The Emirates' story worldwide and fostering national pride.

Credits

Creative Direction for Ruya:
Santiago Cueto San Martín, Samanta Nigro, Ezequiel Carrasco.
Omnibus Type Team:
Yorlmar Campos, Pablo Cosgaya, Eduardo Tunni, Amal Nur Karim, Azza Alameddine and Marcela Romero.

‘The Emirates’ Custom Typeface

Arabic Character Set

Latin Character Set

‘The Emirates’ Custom Typeface

The Seven Lines Brand Symbol

The Seven Lines Brand SymbolSeven lines rise up tall with momentum, optimism and dynamism as a tribute to the seven bold founding leaders who shaped the Emirates and united their people’s aspirations under one flag. Shaping the map of the Emirates with the flag colors, represent the future-focused leaders of the seven emirates united towards the country’s growth and driven by persistence and resilience in the face of challenges.

The Custom-made Typeface worked as inspiration for a +100 Custom-made Pictograms set

Custom-made Iconography Set

Brand Implementation

We seamlessly implemented the new brand across all touchpoints, utilising the custom-made typeface and iconography to ensure consistency and recognition. From brand application examples that adorned everything from stationery to merchandise to captivating outdoor digital ads that graced cityscapes and OOH branding that captured attention, we left no stone unturned. Our user-friendly and mobile-friendly websites provided a seamless digital experience for diverse audiences, ensuring the brand remained accessible and engaging.

Photography, Layout & Composition

In photography, we provided a distinct direction that beautifully showcased the UAE's multifaceted beauty, rich culture, and deep-rooted heritage. Through carefully curated visuals, we captured the essence of the land, its people, and the natural wonders that make the UAE a truly remarkable nation. These photographs conveyed the story of the UAE, creating a powerful connection with the audience and highlighting its unique attributes.

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THE EMIRATESBRANDING A NATION