Al Jalila Cultural Centre for Children — 2017
Al Tal Festival for Children Branding
Concept — art direction — creative direction
Al Tal Festival was envisioned as a biannual event dedicated to celebrating and nurturing children’s creativity.
In 2016, Al Jalila Cultural Centre for Children in the United Arab Emirates entrusted us with designing the festival’s visual identity.
The Name:
Al Tal is the plural form of Al Tala, an Arabic word that means ‘small palm tree.’
The inspiration
Lego was the inspiration for the design concept.
The simplicity of Lego blocks resonates with all ages, enabling both children and adults to create and express themselves without limits.
Deconstructing the Arabic spelling of the festival’s name ‘Al Tal’, we find that the letter ‘T’ represents a universal symbol: the smiley face.
Using the basic circle and square shapes, we create a uniquely styled and easily identifiable symbol.
Completed with minimalistic blocks to construct a simple, universal and memorable visual experience that spells the festival’s name.
The logo is constructed to be flexible and dynamic, while maintaining the iconic symbol at the center of the visual experience.
The logo is also designed to be expandable and seamlessly cover the multiple disciplines of the festival in its various editions.
