Although The Palm is just beginning to be seen above the water, the project’s corporate identity and logo design have already won the American Corporate Identity (ACI) award, whilst the first color brochure for The Palm has won the Italian Fedrigoni award.
“It is essential that for a project like this, which is so unique and visionary, that the branding and publicity are also unparalleled. Our partners have worked hard to ensure that the concepts they have created are also are clearly unique and visionary”, said Saif Sultan Al-Shamsi, commercial managing director for The Palm.
The corporate identity and logo for The Palm was designed by FutureBrand HyperMedia. The first brochure for The Palm that won a silver Italian Fedrigoni Award for ‘Most Outstanding Design’ was designed by Saatchi and Saatchi Middle East.
Mario Natarelli, managing partner of FutureBrand HyperMedia, said “As Dubai continues to grow as both a tourist and residential center, the role of branding is increasing in importance. The Palm wanted to create a meaningful brand to position it in an exclusive niche, as well as provide a trusted and clearly defined offering to the public.”
The brand positioning for The Palm is “Experience the Extraordinary” and the characteristics that embody the brand are Iconic, Extraordinary and Genuine. The logo for The Palm, which is a palm frond, was chosen for its identity with the region and that of the lush vegetation that will be seen on the islands.
The palm frond is also said to be global in its reach and message across all cultures and languages. The key colors used in all branding include the iconic green and blue benchmark colors along with a range of jewel and earth tones that are said to capture the glamour and excitement of the region and the brand, according to a company press release.
The Palm’s advertising pitch presentation, done by Saatchi and Saatchi also won a gold medal in the business category at the recent International Advertising Association (IAA) Below the Line (BTL) awards.
The Palm involves the creation of the world’s largest two man-made islands known as The Palm, Jumeirah and The Palm, Jebel Ali. The first of the two islands, The Palm, Jumeirah, is expected to be ready to receive visitors towards the end of 2005, whereas The Palm, Jebel Ali will be ready approximately 18 months following this.
Located just off the coast of the city of Dubai in the United Arab Emirates (UAE), the two palm tree shaped islands are expected to contribute to the city’s position as a premier global tourist destination. The project will increase Dubai’s shoreline by a total of 120 kilometer and create a large number of residential, leisure and entertainment opportunities.
Comprised of approximately 100 million cubic meters of rock and sand, each island will eventually support 50 luxury hotels, 2,500 exclusive residential beachside villas, up to 2,400 shoreline apartments, two marinas, water theme parks, restaurants, shopping malls, sports facilities, health spas and cinemas.
Construction commenced in June 2001 after many years of research and planning. Both islands will take approximately two years to be completely raised from the sea. A further two to three years will be required to complete the infrastructure and the buildings. The end-result will be the creation of two virtually self-contained communities within the islands. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
