Expo 2020 Dubai

Expo 2020 Dubai
Project Summary

Bridging past, present and future at the World's Fair

The Ask
Can we craft an identity that would open the world’s eyes to Dubai and its storied history, from its ancient beginnings to becoming a symbol of the modern world?

The World Expo, originally known as the World’s Fair, is one of the world’s oldest and largest international events.

The event takes place every five years in the world’s very best cities. It is a catalyst for connecting minds and inspiring participants to mobilize around global challenges. In 2020, the event was held in Dubai—the first time the World Expo took place in the Middle East, Africa and South Asia region. To mark this momentous occasion, Expo 2020 Dubai was in need of an identity that was fit for a debut on the global stage.

tall building in dubai with design on exterior

The logo takes inspiration from a series of gold rings discovered at Saruq al Hadid, a multiperiod archaeological site found by Sheikh Mohammed bin Rashid Al Maktoum in the desert of the United Arab Emirates. A universal symbol of trade and connectivity, the rings symbolize the unity and collective strength of humanity across time.

expo 2020 branding airplane

Our design is a celebration and reminder of Dubai’s continued role as a global point of convergence. Each link touches and is touched by another, just like the connections between people and exchange of ideas so essential to Expo 2020. The design reflects both the original beauty of the artifact and the Expo’s inspiring message of connections, a perfect symbol of the unity amongst humanity that Expo 2020 promotes. The comprehensive visual system including a bespoke dual-language typeface, was designed to build progressively as momentum builds towards and throughout the event, a brand expression that could stretch across a wide variety of touch points, products and initiatives spanning the event from start to finish.

Expo 2020 dubai branding on ceiling

Expo 2020 Dubai visual identity in architecture of event space

The official logo was unveiled to an audience of tens of thousands during the launch event. Projected onto the Burj Khalifa, it was the world’s first look at the historic symbol.

Expo 2020 Dubai, running from October 2021 through March 2022, recorded 24,102,967 visits, welcomed 192 countries and shown the world what can be achieved when humanity comes together.

woman smiling with expo 2020 dubai logo behind her