Describe the creative idea

(40% of vote)

In two strokes, we summarized all the modernity of the Dubai South VIP Terminal, creating more than a simple logo. We created an architectural icon.

• Brand relevance

The VIP Terminal in Dubai South is one of the most important airports in the world, as the only 7-star facility offering luxury ambience and world-class service to the private aviation industry. Annually, thousands of people engage with the brand in the most visceral way – they walk right through it.

• Target audience (consumer demographic/individuals/organisations)

Owners – both men and women – of private planes and executives who use private aviation services.

Describe the execution.

(40% of vote)

The logo’s shape is repeated throughout the interior of the Dubai South VIP Terminal as part of the architecture, allowing the logo to become a true architectural motif.

• Design elements and their integration

• Design touch points

Every aspect of the VIP Terminal, from the logo to the wall finishes to the interior architectural elements.

The logo became a benchmark in Dubai, showing the modernity of the VIP Terminal through its luxurious but minimalist design. The logo and the building’s architecture blended into one design, making one indistinguishable from the other.

Today, entering the VIP Terminal in Dubai South is to enter the logo itself.