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In November of 2007 — sorry we are late on this one — His Highness [sic] Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai [sic], unveiled the new identities for Dubai’s airports, the existing Dubai International Airport (shown above) and the future Al Maktoum International Airport which will be many times larger than its counterpart and be part of Dubai World Central. (Can you imagine George W. Bush, Ruler of the United States, unveiling a rebranding for JFK or Dulles? Ha!). The sphere object is downright beautiful and feels unique to Dubai as a pinnacle of progress, excess and exuberance. It feels expensive, global and forward-looking, everything that Dubai seems to embody. Unfortuntely the same can’t be said for the typography which feels like the ugly cousin of Dax (it of UPS logo fame) and is oddly positioned from the logo — but it’s small enough to be inconsequential to the graphic. Both airports are architecturally branded under a Dubai Airports logo which is equally nice. Overall, this is a great execution for a city that wouldn’t take anything less.
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Romeo Calonghi’s comment is:
I really love it!
Like a real caleidoscopic changing world.
Fernando Lins’s comment is:
Beautiful. Has a very cultural element attached to it.
On Jan.27.2008 at 09:33 AM
philip bulley’s comment is:
nice one for featuring this... were u able to find out who did the rebrand?
like i said before, for me it embraces the region's traditional Arabian heritage by use of the intricate patterns, and successfully merges it with everything that is new and fresh about modern Arabia...
...and now i just need to wait for sheikh mo and the telecoms provider, etisalat, to embrace the modern world and stop censoring my web browsing experience - i'm a big boy, i can handle the big bad world! :)
On Jan.27.2008 at 10:26 AM
Derrick’s comment is:
Love the idea, hate the colors.
On Jan.27.2008 at 11:19 AM
J.Y.’s comment is:
I like it, but it seems mildly inappropriate for an airport -- like something has crashed into the globe.
On Jan.27.2008 at 02:32 PM
Maurice’s comment is:
What's up with the [sic]? He is the ruler of Dubai. All kings get referred to as 'highness' including all those kings and queens from European countries.
On top of that you only use [sic] if you're quoting someone, which you're not.
Stick to talking about design.
Armin’s comment is:
Maurice, you are absolutely right. I know exactly how to use [sic], no need for the lesson. I just have a real problem referring to anyone as "his highness" or "ruler" of anything. No matter how technical the terms may be. So sue me.
On Jan.27.2008 at 04:49 PM
damon’s comment is:
fucking love it.
dubai is on top of all KINDS of cool shit these days, it's the hottest city on earth at the moment for design (not graphic) and development in my opinion.
very nice.
Asen Tsvyatkov’s comment is:
It is definitely pretty, although i am unsure how fit it is for the purpose of airport branding but I won't jump to conclusions before a more articulated program and application options are revealed.
It seems all the angular, hexagonal elements of islamic art are abundantly integrated throughout many Dubai ventures and this identity is no exclusion but it is nice all the same - a nice break from western swooshiness.
The type is absolutely abhorrent, and for that, not quite small enough. Any idea who did this? Landor Dubai?
On Jan.27.2008 at 06:47 PM
Chris’s comment is:
Very nice mark.
It's a shame it's not accompanied by Arabic anymore. It is the most beautiful language.
On Jan.27.2008 at 07:26 PM
Bjorn’s comment is:
oh my... simply stunning. And there is no need for a 5-page press release..
On Jan.27.2008 at 08:25 PM
Kyle Hildebrant’s comment is:
Great symbol. As you said, Armin, the type leaves something to be desired. I would have liked to see something that evoked a bit of the Arabic aesthetic.
Do we know who to credit the design to?
On Jan.27.2008 at 09:37 PM
Armin’s comment is:
I couldn't figure out who did the design. And someone (a Philip fellow maybe?) e-mailed me about this logo, but my Entourage database got semi-corrupted and in repairing it I lost a few e-mails; and for some reason I think he mentioned who had done it.
On Jan.27.2008 at 09:46 PM
K. West’s comment is:
Hopefully someone will do a new type treatment for this lovely design when Dubai is rebuilt after the inhumanely paid imported workforce revolts and sinks their resorts into the ocean.
On Jan.27.2008 at 10:27 PM
Inaudible Nonsense’s comment is:
That is really gorgeous. And very unlike anything I've seen before. And I can see it very well animated. (It practically is just sitting there.) There's hope for the future of logo design.
On Jan.27.2008 at 10:43 PM
Kyle Hildebrant’s comment is:
Armin:
I'll ask around and see if I can find out who did it.
On Jan.27.2008 at 11:14 PM
hussein’s comment is:
airport's correct URL:
http://www.dubaiairport.com/dia/english/home/
On Jan.28.2008 at 03:06 AM
philip bulley’s comment is:
Armin! Re: Maurice's comments, you say you have a problem with adorning people with such titles of authority? I did a google search using keywords:
"President Bush" site:www.underconsideration.com
I see no hesitation on your/your site's part with the number of times you prepend the word "President" to the name "Bush" without any hint of your (now ironic) sarcasm. If you really have a problem, whats wrong with simply "George Bush", "Mr. Bush" or even just "Bush"?
Admittedly, "Sheikh Mohammed bin Rashid Al Maktoum, vice-president and prime minister of the UAE and the ruler of Dubai" is a serious mouthful (credit to the western newsreaders out here who must say this every time his name is mentioned!), but is this really the forum for taking the piss?
Stick to talking about design ;)
On Jan.28.2008 at 03:35 AM
Paul Green’s comment is:
I really like this. It positions Dubai as the central trading hub for the world (which it will soon be) and is modern and fresh. A big improvement on the old identity which looks tired and dated in comparison. Thumbs up!
On Jan.28.2008 at 06:49 AM
Ivan ’s comment is:
Well, the type is obviously following the "Emirates" tradition...
Name (required)’s comment is:
philip bulley, "President" is a title that denotes the office. "Highness" is a title of respect. Do you see the difference between the position of "pitcher" and the title "Your Better, The One True Lobber of Balls?"
On Jan.28.2008 at 09:03 AM
David Sanchez’s comment is:
Hola Everyone.
Bold thinking, elegant in a sense, and very expressive change. However the design in theory is very similar to what Interbrand did for Londonunlimited - A Kaleidoscope of Possibilities. Don’t get me wrong I love it very much. The Kaleido-Sphere is very centric, positive in a way.
Peter Whitley’s comment is:
Don't particularly like it...at least not in as much as I've spent 20 seconds actually looking at it. Dubai scares me. To me it signifies unchecked, unsustainable growth. When I look at the mark I see a festering growth.
Yes, it reflects what I understand Dubai to be...but it's nothing positive. Maybe it's just my hangup with Dubai and I shouldn't "take it out on" a mark for an airport.
I will say that the motif evokes linkage. That much is cool.
On Jan.28.2008 at 12:19 PM
Jerry Kuyper’s comment is:
Beautiful symbol.
Narrowing the search for credit, neither Landor nor Lippincott were involved.
On Jan.28.2008 at 12:19 PM
David Sanchez’s comment is:
Landor and Interbrand are in the same gig with WPP. But I won't be surprise if this work is from FutureBrand (Interpublic), which is a well trusted branding consultancy in the United Arab Emirates.
On Jan.28.2008 at 12:21 PM
BWJ’s comment is:
This is beautiful.
I love when ornate Islamic patterns are simplified, they create such incredible forms. I attended the Tasmeem Doha design conference in Qatar a few years ago, and I was so impressed by the level of balance maintained between the complexity and fluidity of Arabic calligraphy/typography, while simplifying and still preserving the traditional identity of the culture.
It would be nice to know if this were done by a Western firm, or a Middle Eastern firm. That may explain the mediocre typography.
On Jan.28.2008 at 12:39 PM
felix sockwell’s comment is:
nice mark.
looks like an american firm the likes of interbrand or even, no couldn't be wolf olins. eh, who cares, right? i got a call from dubai recently. for all the wealth accumulating over there they sure don't like to spend it in new jersey. (wah)
On Jan.28.2008 at 01:16 PM
Kim Siever’s comment is:
I love it. Not only does it resemble a globe and Arabian art, but it also looks like an airport with planes arriving and departing from the gates.
Brilliant.
On Jan.28.2008 at 01:27 PM
Dave Klonke’s comment is:
The type being so close to the icon sort of bugs me. This gives me the feeling that Dubai is the center of international travel. Who knows, someday that may hold true.
On Jan.28.2008 at 01:43 PM
Jerry Kuyper’s comment is:
David Sanchez, for the record...
Landor and Brand Union are part of WPP. Interbrand, Siegel & Gale and Wolff Olins are with Omnicom.
On Jan.28.2008 at 03:08 PM
C-Lo’s comment is:
hot dang that's sharp. Probably have to keep just the lettering for uniforms, but that's a small price to pay. Very "worldly" without sacrificing their sense of culture. Thumbs up
On Jan.28.2008 at 04:47 PM
DG3’s comment is:
Very nice.
On Jan.28.2008 at 05:42 PM
Andrew’s comment is:
Way too much. Way too busy. Overload. Just like the UEA
On Jan.28.2008 at 06:49 PM
Darrin Crescenzi’s comment is:
It's very intriguing, minus the abhorrent typography. I agree with Chris' comment, it's a shame to lose the Arabic characters... hopefully there is a version of the logo that incorporates them.
Somehow reminds me of Howard York's Riyadh International Airport system, only mapped around a sphere. I think it was based on the shape of the airport terminal, but the reference to the Arabian patterning is there.
Ray’s comment is:
Pretty good, although Dubai sort of scares me with all of it's money and power.
I think it could have been FutureBrand FBX, I know they do quite a bit of design work for Dubai in particular.
On Jan.28.2008 at 11:07 PM
NM’s comment is:
David Sanchez:
It wasn't done by FutureBrand. I am a designer there at the dubai office and sadly, it wasn't us!
The search continues...
On Jan.29.2008 at 12:28 AM
J. X.’s comment is:
It's a lovely logo -Just spoke to a few people and rumour has it that Cato did it.
On Jan.29.2008 at 01:19 AM
rubicon jones’s comment is:
highness or not he's done a pretty good job with the place as evidenced by all you westerners knowing so much about it. i like the arabian/islamic art heritage although you may be right about the font but they are sticking to their 'emirates' style as one contributor mentioned above.
they still have not become eclectic and are in a managed growth stage where things need to be caressed.
otherwise its all good. go mo.
On Jan.29.2008 at 07:25 AM
David Sanchez’s comment is:
If you go to the native language version of the site, you will see the brand id is native Arabian form.
On Jan.29.2008 at 10:02 AM
Jung’s comment is:
Culture is nicely attached through colors and the pattern. And I think the dimensional quality of the mark is successful.
Although I kind of miss the Arabic type...
I thought calligraphic quality could be attached...
Jung’s comment is:
Culture is nicely attached through colors and the pattern. And I think the dimensional quality of the mark is successful.
Although I kind of miss the Arabic type...
I thought calligraphic quality could be attached...
Jung’s comment is:
oops...
to administrator: could you delete the second one? I loaded the same comment by mistake. sorry ;)
Bas’s comment is:
instantly makes me think of a christmass ball..?
On Jan.29.2008 at 10:35 AM
Rob’s comment is:
It's a beautiful mark almost undone by poor typography. Why is it so often the type is the weaker partner in a strong mark, when both could be designed to work together?
On Jan.29.2008 at 11:44 AM
j do’s comment is:
A lot of flowery comments, but is it really much more than a quilt pattern mapped onto a sphere?
On Jan.29.2008 at 12:53 PM
brian’s comment is:
Cata did a logo and Rotis(?) wordmark for World Central in Dubai that is somewhat similar in concept but less beautiful (although the type is equally hideous).
On Jan.29.2008 at 01:22 PM
j’s comment is:
"A lot of flowery comments, but is it really much more than a quilt pattern mapped onto a sphere?"
quilt pattern? ....seriously? Ah, sweet western ignorance...
On Jan.29.2008 at 01:30 PM
Jung’s comment is:
I visited their website.
Sad executions...
It really is not just about creating beautiful mark...
you guys should check their website.
On Jan.29.2008 at 02:22 PM
Mark’s comment is:
This is my first visit to BrandNew. I just came off reading the comments on the new Xerox logo. Nearly everyone hated, HATED the new Xerox ball. Some postings indicated that the Xerox ball wanted the author to give up their career in graphic design. Others said it makes them want to die!!! Everyone seems to be sick of "3D marbles". Yet everyone seems to love this new Dubai International symbol. In this symbol, I see yet another 3D ball, only this time its entire surface isn't covered with the pattern. Help me understand -- are you all tired of the balls or not?
On Jan.29.2008 at 05:55 PM
J’s comment is:
"Help me understand -- are you all tired of the balls or not?"
Just because something's 'trendy' and often done badly doesn't mean it can't be done well.
I think the general consensus on the Xerox logo was that it was executed poorly and there weren't particularly good reasons (aside from standard post-rationalized PR babble) for its form. I didn't get it.
This one's better executed (with the implied ball and no gradients or lens flares...), and it's easier to interpret the form's relation to the subject. Globe, travel. Geometric pattern, Islamic architecture. Bright colors, Dubai flashiness. I get it.
But that's just my opinion on the difference between the two.
On Jan.29.2008 at 06:20 PM
Darrin Crescenzi’s comment is:
Well said.
On Jan.29.2008 at 06:44 PM
Andrew’s comment is:
Mark,
Here's how things usually go here:
If the poster of the new brand/logo expresses his utter disdain for it everyone follows in suit. If the poster loves it, so does everyone else. There are an average of 5 people who think for themselves as you'll see in each comments section. J's comment was well INFORMED. It sounds like he arrived at his conclusion all by himself. BRAVO!
I personally think it's overdone. Just like Dubai.
Name (required)’s comment is:
"quilt pattern? ....seriously?"
Yes, that's a quilt pattern. And it's a rather dull one, at that. Also, the word mark seems tacked on in color and position; but maybe there's something lost in translation there.
On Jan.29.2008 at 09:14 PM
Jerry Kuyper’s comment is:
If one looks at three of the last seven logos discussed on Brand New (xerox, Vale and Dubai International) one sees an interesting pattern begin to emerge.
When the logo is complete and rendered to its glowing, shinny perfection it requires little or no involvement from the viewer and receives mostly negative comments. xerox, at&t and numerous other logos fall in this category.
On the other hand when a logo engages the viewer, the response is much more positive. As viewers pointed out, Vale can be interpreted as a V, landscape or drill, all positive associations. Dubai International clearly alludes to a sphere but unlike xerox it requires participation of the eye and mind to complete the sphere.
Vale also achieves its visual interest with an economy of means where xerox uses every trick except smoke and mirrors to create an object that sits there.
On Jan.29.2008 at 10:08 PM
Jerry Kuyper’s comment is:
I love Islamic patterns and quilts but to compare them is like comparing shish kabob to corn dogs, what's the point?
On Jan.29.2008 at 10:08 PM
Dan’s comment is:
Oh god, the website is just terrible. Broken all over the place, complete with fuzzy graphics. Not good at all. I particularly hate it when no care or expense is spent to ensure continuity of quality across ALL media when a brand is created.
Don't mind the logo, although I wouldn't say it is unique, by any stretch of the imagination. I have seen a half dozen very similar logos. Not a big fan of the positioning of the typography, but don't mind the font - it has just been too tightly kerned which makes it difficult to read at a distance.
Dubai World Central's site also has broken links. What is going on?
On Jan.29.2008 at 11:52 PM
J’s comment is:
Anon - I agree with Jerry. Saying "that's a quilt pattern" is like saying that a manji is a nazi swastika. One predates the other, and there's an entirely different cultural background.
I do agree that the type/logo relationship is weak, I think everyone's on the same page there.
On Jan.30.2008 at 12:06 PM
Becky’s comment is:
The new logo has a lot of visual interests, and the colors aren't so bad, but after taking a look at their website, they went in a direction with those colors that I would not have attempted. I hate to say it, but having added the weak connection there is with the Font, I would have chosen to stick with the original. (At least till fixing the new one.)
The website hurts my eyes.
On Jan.30.2008 at 02:54 PM
Matthew Gaudet’s comment is:
Looks like a pysanka
On Jan.30.2008 at 04:41 PM
brandy’s comment is:
LOL Jerry…
Comparing Shish Kabobs to Corn Dogs!…Love that!
On Jan.30.2008 at 05:10 PM
Mr Posen’s comment is:
Pretty.
Who did it?
On Jan.31.2008 at 08:05 PM
Ty Wilkins’s comment is:
Check out this article on LogoLounge. They show more of the system and reveal who did it.
On Feb.01.2008 at 11:29 AM
Ty Wilkins’s comment is:
Try this
On Feb.01.2008 at 11:31 AM
Hill Design Studios’s comment is:
Love the symbol and the coloring. Hate the type and how close it is to said symbol. Otherwise, I think it's totally brilliant.
On Feb.01.2008 at 11:38 AM
Jerry Kuyper’s comment is:
Ty,
Where were you when we needed you, 60 posts ago?
Thanks for the link
Armin’s comment is:
Superb linkage Ty. The variations make the system even better. Amazing what can be achieved without stupefying gradients.
On Feb.01.2008 at 01:16 PM
Andrew’s comment is:
After looking at the LogoLounge links, I repeat even louder what I said before: WAY TOO MUCH!
It says to me (in a nice woman's voice with slight Arab accent) "Come and get lost in out endless labyrinths! Our airport is an endless maze for humans and planes. Good Luck!"
Holy fanole! If you read about the design on LogoLounge it says that the only reason they didn't add MORE shapes to each design is because all the designers went cross-eyed and then gouged-out their eyes with forks and the art directors didn't know how to use Illustrator. But wait, it gets better: When they finally hired new designers to add more squares and triangles, they actually kept getting pop-up warnings in Illustrator that said there were no shapes left in the system.
Mr Posen’s comment is:
Your ranting Andrew.
Mr Posen’s comment is:
I think they will get into problems with the logo footprint. At small sizes the logotype parts will be too small, and the pattern too complex.
That said, the patterns are beautiful, though will be challenging to use as a logo.
On Feb.04.2008 at 05:36 PM
Anonymous’s comment is:
The shapes a very nice and beautiful within itself, but to be used for a logo is not going to relay very good when its being used on all types of medium and different sizes. A logo needs to communivate an idea through clean and simplified ways. All those shapes are going to cause a problem down the line, guaranteed. Plus, it does not represent an airport to me even abstractly. Another nicely desinged shape, but forced into where it doesnt belong. Designsers these days are losing the basic principals of design and are going to far with complicated shapes. It doesnt need to be so complicated.
On Feb.06.2008 at 03:28 PM
Anonymous’s comment is:
As a designer you need to think ahead of how and where the logo is going to be used. A logo needs to prtesent itself nicely no matter what medium is being used. If that breaks down the logo is useless and a bad design no matter how nice it is.
On Feb.06.2008 at 03:31 PM
Mark’s comment is:
I have no complaints about logo, it's very inventive and clever, it looks 3d while it is actually 2d without the use of gradients or lenflares, wow.
I can picture what it would look like in black & white pretty easily, but I definately know it would be a pain to reproduce in embroidery.
On Feb.06.2008 at 06:45 PM
Vavoom’s comment is:
Wonderful logo. Too beautiful for such a fake plastic city. Ever been there?
On Feb.07.2008 at 01:41 PM
Magnus’s comment is:
Very cool symbol.
On Feb.08.2008 at 04:36 AM
Anonymous’s comment is:
Yeah, itis a cool symbol, but does it make any sense for what its being used for. To many designers these days force designs into a design just because it looks cool or its trendy. Gotta ask yourself though does it work for this project. Don't be an immitator of innovators.
On Feb.08.2008 at 06:31 PM
TY’s comment is:
I wouldn't call Cato "an immitator of innovators". Cato is an innovator.
On Feb.10.2008 at 03:59 PM
MEHMOOD IQBAL’s comment is:
its abeutifull place,but a hot city as well as a mother of city of jobs
On Feb.20.2008 at 11:50 AM
Etienne’s comment is:
This is by far one of the best branding projects of 2007.
On Feb.20.2008 at 08:01 PM
Etienne’s comment is:
BTW, it's a Cato Purnell Design. You've got to see the rest of the branding project. They had lots of subranding logos here: http://www.logolounge.com/articles/default.asp?ArticleID=586
but now there's just three, maybe they didn't have the green light on the rest of them.
roberto’s comment is:
I was designed by Ken Cato's office. I agree, the font looks dated.
On Apr.10.2008 at 12:36 PM
roberto’s comment is:
Sorry , I mean "It"
On Apr.10.2008 at 12:37 PM
Josh Smith’s comment is:
Just lovely. Ditto on the wordmark, but logo is beautiful really.
On Aug.14.2008 at 05:09 PM
Menk’s comment is:
I love the colors. The pattern is almost too elaborate but stops just short. Beautiful, and culturally appropriate.
I like the font, nice to see a recent rebranding move to something LESS geometric.
The lockup, however, is kind of awkward.
On Dec.12.2008 at 11:58 PM
Kelly Hobkirk’s comment is:
It immediately reminded me of the Death Star in the first Star Wars, yet I like it anyway. I almost agree with Armin's assessment of the typography, but not quite. The typeface's character seems to really fit, while the placement enhances the suggestion of a globe. Excellent.
On Dec.13.2008 at 06:23 PM
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