The new logo of Expo 2020 Dubai, inspired by a golden ring, was recently unveiled to the public via a projection onto the Burj Khalifa.
A competition to create the official logo for Expo 2020 Dubai was launched last year, attracting more than 19,000 participants. Entrants were expected to create a design that reflects the main theme of the event: "Connecting Minds, Creating the Future." All entries were reviewed by a panel of design experts, while the Expo higher committee created a shortlist of finalists.
The logo is inspired by a civilisation that existed 4,000 years ago. Commenting about the design, Reem Ebrahim Al Hashimy, UAE Minister of State for International Cooperation and Director General of the Dubai Expo 2020 Bureau, said: “The logo is inspired by an artifact that is found in the archaeological site of Saruq Al Hadid…it’s a tiny gold object… [that is] very detailed, made of pure gold [and] has very small artistic designs around it. The reason why this ring inspired the new logo is because it has a circular shape, which inspires connectivity, resilience and strength."
DSType Foundry and Beirut-based 29LT designed the brand's beskope fonts. The full custom typeface will be used for all the event's visual applications.
Expo 2020 Dubai, a six-month exhibition that is expected to attract 25 million visitors, will run from October 2020 to April 2021 at Dubai Trade Centre — Jebel Ali, a 438 hectare site equidistant from the centres of Abu Dhabi and Dubai. The emirate won the bid to host the event in November 2013.