Story behind Dubai Expo 2020 logo
Editor | 30-03-2016
The world is looking forward to 2020, for many reasons, and the main one for traders and buyers is definitely the Expo 2020. This time happening in Dubai, and hence will become the most popular World Fair since its inception, the new logo was unveiled by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai.
The main theme of Expo 2020 is “Connecting Minds, Creating the Future” with the sub-themes being Sustainability, Mobility and Opportunity. The logo of Expo 2020 is inspired from a simple gold ring that was dug out from Saroug Al Hadeed, an archaeological site discovered by His Highness, Sheikh Mohammed bin Rashid Al Maktoum.
With artefacts dating back to the Iron Age – from discoveries that belongs to Egyptian Pharaoh, Thutmose III, cedar wood from Lebanon to objects from modern day India and Afghanistan – it was clear that the place was a place to gather and connect, where people and ideas met to create something astonishing.
People are using technology in new and exciting ways. For example, to teach students hundreds of miles away, unable to receive anything more than a basic education. New ideas open up new possibilities.
THE ENERGY OF HUMAN CONNECTIONS
There is a link between each part of the ring, representing the power of connections that remain over time and distance.
THE CELEBRATION OF INGENUITY
An exquisite ring found in Saroug Al Hadeed is the inspiration behind the logo. Fashioned with utmost care by the skilled craftsmen of the past, this ring is a celebration and reminder of Expo’s role as a global point of intersection today.
THE SPUR OF PROGRESS
A timeless effort for continuous improvement and advancement, the ring reminds us that ingenuity and innovation remain one of the most enduring characteristics shared by humanity.
Sheikh Mohammed said the logo “represents our message to the world that our civilization has deep roots. We were and will always be a pot that gathers civilizations and a centre for innovation. Over 4,000 years ago, the people who lived in this land had a deep creative spirit and today the people of this country are building the nation’s future for centuries to come.”
The company had got a new brand identity and has updated the App icons. The new logo as described by the CEO Mr. Kalanick, himself, is “at once more grounded and elevated.” Compared to the previous logotype, there’s tighter text spacing, heavier letter weights and the curves at the left tip of the letter U and the right tip of letter R is gone. “Some might say it’s less fussy (in part because we have cut the curls, our 1990s hairstyle),” Mr. Kalanick wrote.
Our new look and feel celebrates both our technology and the cities we serve.
This updated design reflects where we’ve been, and where we’re headed. The Uber you know isn’t changing, our brand is just catching up to who we already were.
Travis Kalanick, CEO
The bolder, more substantial logo is meant to make it more visible from afar and reflect Uber’s maturity as a company.
Along with the new wordmark, the company has dropped the “U” from its app symbol, replacing it with a white circle that partially encloses.
The design has philosophical origins: the square represents a “bit,” while the circle depicts an “atom”. “The unique aspect of Uber is that we exist in the physical world,” Mr. Kalanick explained. “We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens.”
That “bit” will also be a running theme in Uber’s partner apps, as seen in the hexagonal shape that encloses a square for the driver logo.
The new identity also introduces much more colour to the brand. Whereas before it was simply black and white a lil bit of blue, it now features a more vibrant palette and patterns, all of which will be localized and tailored to each country Uber serves. Uber, being a transportation network woven intot he fabric of cities, there is a drastic change from the black and white Uber. After months researching on textures, art, fashion, architecture, people and a lot more, specific to the cities, Uber came up with attractive geometric patterns and bright colours.
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