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Abu Dhabi Fund for Development - Branding Identity 2024
Design Overview
Rebranding a national financial entity is a significant responsibility. We took on this challenge fully aware that the potential rewards outweigh any concerns.
It was challenging partly because ADFD is not a new organization. Since its establishment in 1971, Abu Dhabi Fund for Development (ADFD) has been committed to promoting sustainable economic development globally. Through innovative infrastructure projects, in collaboration with governments and private and public entities, ADFD has contributed to improving living standards in numerous countries, aligning with the UAE’s vision and aspirations. Over the past 50 years, the Fund’s impact has been remarkable, continuously adapting to the needs and aspirations of millions across continents. Simultaneously, ADFD has supported the UAE’s economy and facilitated its diversification and sustainability. Look at our logo in this context. Our goal was to redesign the symbol for the organization which would tell the story of our past accomplishments and future goals, while striking a balance between tradition and modernity as we move forward.
The new ADFD logo represents a significant evolution, symbolizing the Fund’s expanded global role in sustainable development. It encapsulates the Fund’s mission to foster partnerships and drive economic growth, both within the UAE and globally. The globe at the heart of the logo signifies ADFD's global reach, while the circular arcs reflect its commitment to inclusive development. The design blends modern elements with a respect for tradition, symbolizing the dynamism of ADFD as it continues to shape the future of development.
Research found that Brand recognition increased by approximately 40%.
Design Brief
The objectives for the brand evolution were to:
- Better align ourselves with the aspirations of our nation
- Evenly distribute the fruits of development among larger communities around the world
- Support our national economic aspirations
- Address climate goals and SDGs
- Reflect on our accomplishments in the domain of sustainable development
- Strike a balance between tradition and modernity in our developmental efforts
- Expand global collaborations to achieve our objectives
Design Challenge
The primary challenge was to balance the narrative of ADFD’s legacy with its current aspirations and perspectives on sustainability in a contemporary and aesthetically appealing design. Particularly challenging was to honor the Fund’s foundational values in a way that would continue to resonate with its audience globally.
Another challenge was to ensure that the design captures ADFD’s dual role, reflecting both its origins in UAE and its international character.
The design team faced the challenge of selecting symbols that effectively conveyed the fund's global reach and its influence across multiple continents, while also highlighting its support for developing economies.
Design Innovation/ Need
Innovative design elements in ADFD logo:
1. Symbolism of Circular Arcs
- Inclusivity and Unity
- Global Reach and Impact
2. Dynamic Movement and Growth
- Progress and Continuity
- Open-ended Design
3. Stability and Trust
4. Relationship to Circular Economy and Sustainability
5. Visual Aesthetic
6. Metaphorical Connection to Partnerships:
Design Effectiveness
Since the introduction of the new logo, ADFD has achieved significant results as follow:
- Brand recognition increased by approximately 40% compared to the previous brand.
- Public and partners satisfaction surveys revealed a 98%.
- An average of 46% increase in global and media mentions and articles discussing ADFD.
- 22% of increase in engagement with international partners and stakeholders.
- 34% of increase in new partnerships and collaborations expanded by post-rebranding.
- Attendance at ADFD-branded events grew by 27%.
- Boost social media interactions has increased by 35%.
- Web traffic increased by 52%, largely driven by improved branding.
For more information please refer to the attached achievements file.
Nomination Title: Abu Dhabi Fund for Development - Branding Identity 2024
