Expo 2020 Dubai Brand

We’re delighted to have been appointed to create the brand identity and look programme for the 2020 World Expo in Dubai. We’ve won the project in partnership with our long-term collaborators, Tria, based in Australia and Vancouver.

Expo 2020 Dubai Brand
“Everyone in Tangent is delighted that a Scottish studio has been chosen to play a part in such a globally significant event.”

The World Expo first started in London in 1851 and takes place every five years, celebrating culture and collaboration through innovative projects and exhibitions.

Every World Expo has celebrated the unique achievements of its era and unveiled new concepts and experiences to its visitors, including technological advancements, iconic architecture and opportunities for cultural exchange.

London’s Crystal Palace and Seattle’s Space Needle were constructed specifically for the event. The Eiffel Tower was constructed for the 1889 Expo in Paris and the Ferris wheel was designed for the 1893 Expo in Chicago. Even Heinz Tomato Ketchup made its debut at a World Expo.

This is the first World Expo to be held in the Middle East, Africa and South Asia, with 192 countries in attendance and 25 million visitors expected from around the world.

Expo 2020 Dubai Brand

The UAE has selected the theme ‘Connecting Minds, Creating the Future’ for the event. Three sub-themes: Opportunity, Mobility and Sustainability promise to deliver some mind-blowing initiatives, events and technological advancements.

The 200 hectare site, in mid-construction, is an expression of these themes, with three petal-shaped thematic districts converging at the central Al Wasl Plaza – an iconic domed trellis that becomes a canvas for panoramic projections that bring Expo nights to life.


We'll be establishing the event’s entire visual system then creating guidelines on how to activate the brand across campaigns, publications, digital, ticketing and retail. We will define the look of over 100 thematic pavilions representing countries from across the globe. In addition, we're rolling out all event-time wayfinding signage across the site.

Expo 2020 Dubai Brand

Our identity system will incorporate each sub-theme and take inspiration from the logo, designed by Expo’s in-house team, itself inspired by an ancient gold ring found at a 4,000 year old archaeological site in the desert.

The staging of the Expo and the preparations leading up to it are expected to result in 277,000 new jobs in the UAE, an addition of nearly $40 billion into the local economy and an increase of between 25 million and 100 million visitors to the region. A new airport and rail network is being built to accommodate the masses. After the event, the site will become a ready-built community and business hub.

The site itself is already taking shape at an incredible rate.

Expo 2020 Dubai Brand

Lionel Messi, regarded by many as the world’s greatest footballer, is the event’s global ambassador. Messi was appointed to the role due to his commitment to human development through his UN advocate and UNICEF ambassador roles, as well as his enduring appeal worldwide.

Everyone in Tangent is delighted that a Scottish studio has been chosen to play a part in such a globally significant event, and we’re humbled to be in the presence of history as it’s being made. We’re looking forward to taking our knowledge gleaned from branding previous global events and applying it to such an iconic event, so far from home.