Expo 2020 Dubai | Signage Pictograms

A set of wayfinding pictograms were designed to enhance the guest experience and journey during their visit at Expo 2020, Dubai. This project was designed as a collaboration with London-based design agency, Space Agency, who worked on creating the ‘Saddu’ signage structural system on site.

Using the Expo 2020 Dubai Arabic font, designed by 29letters and DSTYPE Foundry, as our starting point, we have extracted the font's highly distinctive characteristics to develop a pictogram system that sits next to it as part of the same family. With a bold line thickness derived from the font, the visual structure of the pictograms ensures easy legibility with a playful yet sophisticated simplicity. Furthermore, the design of the pictograms uses calligraphy and the movement of the hand to create dynamism. It is this elaboration by hand that connects all crafts and creativity within Expo 2020. The pictograms comprise of a single line that can be linked to an extended kashida, as seen in traditional Arabic text. All symbols are constructed from right to left as found in Arabic scripture.

Designed to sit in line when seen in context next to the Expo 2020 Dubai font, the connection and similarities are distinct. The simplicity of visual elements in the Expo 2020 pictogram system helps the visitor have a better and faster recognition and understanding of the surroundings on site.

With an international event such as Expo 2020, it was of high importance to take into consideration the wide range of different cultures and nationalities when designing the wayfinding system, to ensure ease of recognition to the diverse population that visits the site. Therefore, a grid system was designed, in collaboration with Space Agency’s Saddu formed signage structures, based on the shapes and angles of the Expo 2020 Dubai Arabic font, to ensure consistency across the icon family and its placement on site.

For further insight on the process and the design thinking behind the project, watch the instagram live recorded session through this link.

Client | Expo 2020