We were very excited to present a concept led by the 'By Dubai' brandmark. It was designed as part of a whole brand identity system that lent itself to iconic celebratory symbols.
 
However, as is often the case with branding work in the Middle East, clients expect a logo parade and decide the fate of an identity based on the brandmark. And, as there is still a macho and patriarchal approach to business in the region our proposal was found to be too feminine.
 
Without access to other decision makers, we were not able to transfer our enthusiasm or present a stronger case for the new identity directly (as shown below). Another supplier was arranged to develop a symbol to accompany the new extremely institutional sounding company name of Dubai Event Management Corporation. The result is a brand identity which stands diametrically opposed to the flexible and inviting celebratory system we were expected to deliver.