The brand strategy was underpinned by ‘The Source of Downtown’ as its big idea, an idea that defines the nature and style of the destination.
The ‘source’ is the city’s cultural wellspring that will inspire contemporary Qatari society, architecture and culture. By drawing on Qatar’s current architectural renaissance – which is drawing on this rich heritage while also looking towards the future – our strategy symbolizes the growth
that Doha is undergoing.
The ‘source’ is the city’s cultural wellspring that will inspire contemporary Qatari society, architecture and culture. By drawing on Qatar’s current architectural renaissance – which is drawing on this rich heritage while also looking towards the future – our strategy symbolizes the growth
that Doha is undergoing.
For the brandmark we played on a juxtaposition between serif and sans serif lettering, again bringing a sense of the past and the future together.
The mark was also inspired by the highly stylised kufic calligraphy, an early Arabic script known best for its elongated verticals and horizontals.
To compliment the brandmark, a set of five patterns was created to reflect the diversity and richness of Qatar. The patterns were inspired by the five elements and each was designed to represent one of Doha’s five new districts: the Business Gateway plus the Retail, Heritage, Residential and
Amiri Quarters. The colour palette was deliberately chosen to reflect the richness of Qatari culture and the personal style of His Highness,
Hamad bin Khalifa al-Thani.
The mark was also inspired by the highly stylised kufic calligraphy, an early Arabic script known best for its elongated verticals and horizontals.
To compliment the brandmark, a set of five patterns was created to reflect the diversity and richness of Qatar. The patterns were inspired by the five elements and each was designed to represent one of Doha’s five new districts: the Business Gateway plus the Retail, Heritage, Residential and
Amiri Quarters. The colour palette was deliberately chosen to reflect the richness of Qatari culture and the personal style of His Highness,
Hamad bin Khalifa al-Thani.
