The Brand Union mixes the old with the new for Abu Dhabi Culture and Heritage

The Brand Union has just completed a comprehensive branding solution for Abu Dhabi Culture and Heritage.

Abu Dhabi Culture and Heritage was established to fulfil the vision of His Highness the late Sheikh Zayed Bin Sultan Al Nahyan of preserving and promoting the identity and culture of the people of the UAE. The authority aims to achieve an integrated approach to the promotion and enhancement of the deep-rooted identity of the United Arab Emirates.

Engaged to take the role of brand builder for Abu Dhabi Culture and Heritage, The Brand Union's challenge was to create and develop a brand that would represent Abu Dhabi’s heritage and culture and in particular appeal to the local youth. The brand also needed to communicate with all stakeholders and evoke a sense of pride in their culture and heritage. In addition, there are very few obvious tangible symbols of Abu Dhabi's culture and heritage, therefore part of the challenge was to find something that was iconic and uniquely Abu Dhabi.

To achieve this The Brand Union searched for the compelling truth of the brand – fathering the identity of Abu Dhabi. From this compelling truth, an exceptionally iconic identity was crafted for Abu Dhabi Culture and Heritage that captures the spirit of Abu Dhabi – a complex and intriguing combination of many cultures, people, traditions, and icons – in one powerful symbol.

Abu Dhabi Culture and Heritage brings cultural awareness closer to the youth, encouraging creative thinking among the community and ensuring culture is accessible to both residents and visitors of Abu Dhabi. Abu Dhabi Culture and Heritage hosts monthly programmes including lectures, seminars, workshops, and forums, as well as literary and artistic events. The annual cultural activities include the Emirates Film Festival, the Abu Dhabi International Book Fair and other specialised workshops and events.

"The Brand Union has successfully captured the spirit and vision of the organisation in an original concept that encapsulates the many facets of Abu Dhabi Culture and Heritage. The new brand is an original idea which dared to go beyond the traditional approach of branding for governmental institutions. We see it as a work of art that is both accessible and innovative," says Mohamed Khalaf Al Mazrouei, Director General, Abu Dhabi Culture and Heritage.

Matthew Laubscher, Executive Creative Director, The Brand Union, says: "By utilising loose, expressive strokes we were able to combine the many facets of Abu Dhabi's rich culture and heritage into a distinguished identity that draws on craftsmanship, expression and interpretation. A modern approach portraying years of customs and tradition, the Abu Dhabi Culture and Heritage brand is intended to nurture Abu Dhabi's heritage – educating and exciting the next generation about their past."

"Working with The Brand Union on the development of a new brand for Abu Dhabi Culture and Heritage has been a creative and personal endeavour," continues Al Mazrouei. "We are proud of this brand and pleased with the working relationship we have developed with The Brand Union and we look forward to working together in the future on other initiatives."