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| Dar Al Kutub (Abu Dhabi National Library) |
| A new brand for a 21st century library and education facility |
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BRIEF
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To provide Abu Dhabi residents with lifelong learning opportunities in support of the national objectives and local communities' needs.
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CHALLENGE
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| Within Western cultures the concept of a library is relatively well known having been a fixed source of learning for centuries. However within Abu Dhabi this concept wasn't within the national consciousness. Moreover in the digital age the idea of a library has become less relevant given internet and the power of search engines such as Google. |
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SOLUTION
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Working with YouGov Siraj we developed a body of quantitative research to understand the learning behaviours of young Emirati's. This revealed an insight 'the river of ideas' which was an allegory for the target groups propensity to dip into information. Given their use of technology to achieve this, the brand idea focussed on how consumption had changes from an oral to digital. This brand idea acted as the direct inspiration to the graphic identity which is the digital wave form of the words 'Abu Dhabi'.
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Summary of deliverables
- Brand strategy
- Brand architecture

- Brand identity and look & feel
- Guidelines
- launch support
If you like to know more about our work, 
please email our Communication Manager Carolina Salas at:
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