Bridging past, present and future

by Lippincott

The World Expo, originally known as the World’s Fair, is one of the world’s oldest and largest international events. The event takes place every five years in the world’s very best cities. It is a catalyst for connecting minds and inspiring participants to mobilize around global challenges. In 2020, the event will be held in Dubai. This will be the first time the World Expo has been staged in the Middle East, Africa and South Asia region, a testament to the region’s growing influence on the global stage. To mark this momentous occasion, Expo 2020 Dubai was in need of an identity that would open the world’s eyes to Dubai and its storied history, from its ancient beginnings to becoming a symbol of the modern world.​

​The logo takes inspiration from a series of gold rings discovered at Saruq al Hadid, a multiperiod archaeological site found by Sheikh Mohammed bin Rashid Al Maktoum in the desert of the United Arab Emirates. A universal symbol of trade and connectivity, the rings symbolize the unity and collective strength of humanity across time.
Our design is a celebration and reminder of Dubai’s continued role as a global point of convergence. Each link touches and is touched by another, just like the connections between people and exchange of ideas so essential to Expo 2020. The design reflects both the original beauty of the artifact and the Expo’s inspiring message of connections, a perfect symbol of the unity amongst humanity that Expo 2020 promotes. The comprehensive visual system including a bespoke dual-language typeface, was designed to build progressively as momentum builds towards and throughout the event, a brand expression that could stretch across a wide variety of touch points, products and initiatives spanning the event from start to finish.​

The official logo was unveiled to...


Gold in Events 2022

Gold in Logos 2022

Silver in Branding 2022

Created by:

Lead Designer

Lee Coomber

Design Company


Profile Website

click here


EXPO 2020 Dubai

Design Team

Mark Scragg, Partner, Design, and Vilmundur Sveinsson, Senior Design Director