Art Dubai’s new identity for 2011-2012 is based on an open system combining two elements: graphic block abstractions of the Arabic letters forming ‘Art Dubai’, together with a new English typeface. The blocks morph into different configurations, mimicking the ever-changing nature of the contemporary art world, and our home city of Dubai, plus the process of building up the art fair and gallery stands each year.

The new visual identity does not limit itself to a logotype; it is rather a system aiming to reflect Art Dubai’s programmes, which include a diversity of projects and initiatives; it represents the fair’s aim to constantly revisit and develop its programmes, and be a particularly flexible, innovative model of an art fair.

Continuing Art Dubai’s tradition of working with an artist to create a new campaign each year, we have also collaborated with Dubai-based photographer Mohamed Somji on the images for 2012. The identity for Art Dubai 2012 references the dates of the fair – that it falls within spring – and is inspired by the history of the city, the details of life that could appear universal in nature yet are particularly UAE. The flower patterns that form the background images for posters, adverts, invitations, entrance cards and so on were photographed by Mohamed Somji and Hani Charaf all over Dubai: from the tablecloths in local Mindi restaurants, to the shops in the textile souk, to curtains in official buildings, found objects and neighbourhood furniture.