The Emirates
Culture of innovation

We were committed to collaborating with a diverse group of creatives in the significant endeavor of capturing and establishing a positive and compelling brand for the United Arab Emirates. Forty-nine Emirati artists were called upon to encapsulate the essence of the nation in an emblem that garnered over 10.6 million votes. We were chosen to refine the final proposal, design a multilingual custom typeface, and establish an integrated brand ecosystem.

Client: UAE Public Diplomacy Office
Year: 2021
Country: UAE
Sector: Government
Agency: Ruya

Visual Identity
Custom Typeface
Brand Guidelines
Iconography
Motion Behavior
Brand Applications

The Background

On November 2019, the UAE launched a national project to design the UAE Nation Brand 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, 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.

We were committed to refine the winner symbol, create a wordmark for it, and develop a comprehensive brand ecosystem. Calendar's collaboration with Ruya agency in Dubai and the Public Diplomacy Office resulted in the formation of a brazenly unique and global brand.

What we did

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

A multilingual wordmark was created to accompany the refinement of the winning brand symbol — this element portrays a Latin and an Arabic version of the brand's name and was created using the main features of the brand symbol.

An award- winning custom typeface was designed and developed in collaboration with Omnibus Type. This bespoke font beautifully blends heritage and innovation, symbolising the nation's values and vision. This collaboration was awarded with a Transform MENA Award and a SBD (Sello del Buen Diseño Argentino) in 2021.

The Omnibus Type team that joined us in this process was composed by Yorlmar Campos, Pablo Cosgaya, Eduardo Tunni, Amal Nur Karim, Azza Alameddine, and Marcela Romero.

This custom development also worked as inspiration for the creation of a +100 set of icons and pictograms which work alongside the graphic system, identifying areas, transportation, and activities among many other categories.

What we did

We created a flexible graphic ecosystem to be implemented across touchpoints. From from stationery to merchandise, outdoor digital ads and OOH branding that captured attention, we left no stone unturned. User-friendly and mobile websites provided a seamless digital experience for diverse audiences, ensuring the brand remained accessible and engaging.

In photography, we provided a distinct direction that beautifully showcased the UAE's multifaceted beauty, rich culture, and deep-rooted heritage. 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.

"The brand tells the story of our union, our future, and of a country that is firmly making its mark across the world. Our goal for it is to enhance Emirates’ global reputation, in which we invested throughout 48 years of constant work"
— Mohammed Bin Rashid Al Maktoum , UAE Prime Minister