Dubai

port town in the United Arab Emirates

📋 3 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Dubai

Country

United arab emirates

Guideline Year

2023 2025 2021

Language

English

Foundation Date

1977

Foundation Year Bucket

1970S

Tags

City Featured Tourism Regional

Official Websites

Brand Guidelines

2025

Brand Summary

Mission
  • Expo 2020 Dubai aims to bring together more than 180 Participant countries and millions of people to celebrate human ingenuity, guided by the belief that innovation and progress are the result of people and ideas combining in new ways. The event’s theme is ‘Connecting Minds, Creating the Future’, advancing connections between Opportunity, Mobility, and Sustainability [^1].
Core Values
  • innovation
  • progress
  • opportunity
  • mobility
  • sustainability
  • inclusivity
  • collaboration
  • legacy
  • global impact
  • brand protection
  • ambassadorship
  • value creation [^2]
Target Audience
  • The target audience includes over 200 Participants such as nations, multilateral organisations, businesses, educational institutions, and millions of visitors from around the world, with 70% expected to come from outside the UAE, making it the most international Expo in history [^3].
Personality Traits
  • inspiring
  • curious
  • inclusive
  • global
  • ambitious
  • collaborative
  • forward-looking [^4]
Visual Identity Overview
  • The visual identity is defined by a rich and bold color palette inspired by the region, intricate geometric logos and patterns, clear logo usage rules, and a modern, clean layout. The principal colors include gradients, yellow, light yellow, dark yellow, sand, and brown, reflecting the brand’s spirit. The logo is a symmetrical, flower-like geometric pattern, and all brand assets are protected and must be used according to strict guidelines [^5][^4].

Categories

Brand Imagery
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Color Palette
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • DO NOT emulate the colour palette of Expo 2020 Dubai in publications
Logo Usage
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Sizing the ™ The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • Sizing the TM The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • White panel size The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Brand Values
  • Expo 2020 Dubai is guided by the belief that innovation and progress are the result of people and ideas combining in new ways. Over the course of six months from October 2020, Expo aims to bring together more than 180 Participant countries and many millions of people to celebrate human ingenuity. ‘Connecting Minds, Creating the Future’. Expo 2020 Dubai will advance the connections between three critical sub-themes that are fundamentally shaping our world: ensuring Opportunity for people and communities, furthering the promise of physical and virtual Mobility, and ensuring a future of Sustainability for all.
  • Expo 2020 Dubai is committed to building a legacy that is sustainable and long lasting beyond 2021; with an end vision that includes a significant addition to the infrastructure in the UAE landscape, economic, social and cultural outcomes, with regional multipliers and global impact.
  • This will be achieved through four main legacies: an economic legacy, a reputational legacy, a physical legacy and a social legacy.
  • The Expo 2020 Dubai brand represents the vision, ideals and values of Expo, and is expressed through our logo, symbol and other brand assets. To preserve and enhance its strength, and to drive recognition, it is important to ensure the brand is applied consistently and cohesively. When applied in visual or physical executions, the brand also becomes a valuable promotional property in its own right.
  • The Participants that associate with Expo 2020 Dubai do so because they support and believe in the values that sit at the core of our brand. They commit to working with us to bring Expo vision, ideals and values to life, in addition to benefiting from the value added by their association with us.
  • That’s why ‘Connecting Minds, Creating the Future’ is the theme that will run through everything Expo 2020 Dubai does, from now until 2020 and beyond. Hosting a successful Expo relies on our ability to infuse the event with the unique spirit, promise and character of Dubai and the UAE. A nation built on the connections between seven emirates and the people of 200 nationalities who call this place home, and come here to seek a better future.
  • Our Participants play an important role in achieving this vision through their valuable support to and affiliation with Expo 2020 Dubai.
  • Our Participants are ambassadors for Expo 2020 Dubai. They embody the connections we aim to build, between the millions of people who visit, the 200 plus nations and businesses who take part and the communities here in the UAE, as we come together in Expo 2020 Dubai with one purpose: to explore ways to build a better future for all.
Visual Style
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Layout And Composition
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
Brand Architecture
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Merchandising Guidelines
  • Participants may create promotional and marketing giveaways featuring the approved logo formats, such as team outfitting and corporate premiums and gifts.
  • The design and quantity of any products featuring the Expo 2020 Dubai logo must be submitted for approval by both the Commercial Team and the Expo 2020 Dubai Brand Team prior to production.
  • Licensing opportunities exist for Participants wanting to merchandise products featuring the approved logo formats. Please contact Expo 2020 Dubai Retail and Licensing to learn more about the opportunity.
  • DO use the approved logo for not-for-profit uses, such as team outfits or giveaways
  • DO secure a license to create for-profit merchandise with the approved logo and designation
Digital Guidelines
  • From the landing page select ‘Brand Assets’
  • Then select ‘Downloads’ from the Brand guidelines tab.
  • Participants will be directed to this screen which displays the brand guidelines folder. Click on the folder which will then take the Participant through to the PDF document.
  • Participants then have the option to view a preview of the brand guidelines before downloading or sharing the asset. To download simply click the download button.
  • Once in preview mode, the Participant will be able to share the brand guidelines with agencies or suppliers. Simply select the share button and fill in the details.
  • Select ‘Images & Videos’ from the top menu bar.
  • The page displays two folders. 1. ‘Latest renders’: the most recent architectural renders of the site. 2. ‘Legacy renders’: architectural renders of the site following the completion of Expo 2020.
  • Note: The images available on the Participant Portal are illustrations of the architects vision for Expo 2020 Dubai and do not depict the finished site.
  • After selecting one of the folders the Participant will be presented with a number of images to scroll through.
  • Once an image is selected, it will present the Participant with a larger preview of the image.
  • At this point, the Participant will have the option to download or share via email.
  • The site enables the Participant to download the original high resolution image versions for web or MS Office. Participants also have the option to create custom image settings.
  • From the landing page select ‘Brand Assets’.
  • Select ‘Logos’ from the top menu bar.
  • Participants will be directed to this screen which displays the logos folder. Click on the folder.
  • Participants will see their country specific logo suite. Click to open the suite.
  • Once selected, the site will present the Participant with a series of questions to understand what version of the logo they will require.
  • Once a logo is selected the Participant will be able to click ‘download’.
  • The Expo 2020 logo is a vital asset and to ensure the logo stands out, good contrast between it and background colours is important. Different combinations of colour require a different logo version. For optimum readability, only use the approved colour combinations as shown here.
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Official Participant designation must not be modified
  • Official Participant designation should not be replaced by a country’s slogan
  • Countries can use their slogan if it is part of the Official Participant logo
  • A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
Event Guidelines
  • When hosting or facilitating events, Participants may use the official logo with designation. This right is non-transferable to third parties. Additionally, Expo 2020 Dubai will produce a range of events and programmes with its Participants leading up to and throughout the Expo
  • DO use the logo with designation on event materials, keeping the Participant’s visual look and feel
  • % DO NOT use the Expo 2020 Dubai logo lockup to sponsor third party events
Website Guidelines
  • Expo 2020 Dubai has an official presence online and on the main social networks, such as: , ‘JI Expo2020Dubai.ae twitter.com/Expo2020Dubai Please link to these official sites, as they are the best source of current information.
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options: Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
Domain Name Guidelines
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options:
  • Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
  • Registration of domain names comprising the variations of Expo 2020 Dubai, Dubai Expo 2020, Expo 2020, Expo Dubai, or 2020 Dubai are protected and owned by Expo 2020 Dubai® .
Approval Process Guidelines
  • All use of Official Marks must be submitted for prior approval via the Participants’ Portal to ensure the consistency of the brand
  • Approval for any material will not extend to third party intellectual property rights or use of celebratory images
  • All approval requests must be sent to the Country Manager. After 2017, all requests must be submitted on the Brand Assets section of the Participants’ Portal
  • Once a submission has been received, the Participant will receive feedback within 10 working days. Please include this period in your production process
  • Communication will take place with your Country Manager until the design and final product has been approved
  • Once the pre-production sample is approved, please supply final samples of each branded item to your Country Manager
  • The Participant acknowledges that any submission of a design must be approved by Expo 2020 Dubai® . Once the approval is granted, the Participant agrees that the Expo 2020 Dubai® Trademark will be used only for the purposes requested and shall not be used in any other purpose or in a way that may compromise the Expo 2020 Dubai Trademarks emotional and commercial value.
  • The Participant acknowledges that any use of the Expo 2020 Dubai® assets must be submitted by an application and should be pre-approved by the Expo 2020 Dubai® Brand Team.
  • The submission of such applications must be in accordance with the procedures set out in the guidelines. The Expo 2020 Dubai® Brand Team shall use reasonable endeavours to notify the Participant of its decision within ten (10) working days of receiving the relevant applications.
  • Such use, in all cases, shall be in accordance with the guidelines.
  • The Participant is not allowed to use the Trademarks for commercial purposes without the prior written consent of Expo 2020 Dubai® .
  • The Participant shall use the Expo 2020 Dubai® assets in its sole interest within the scope of the Guidelines and for the purpose of supporting Expo 2020 Dubai® . No third party shall have the right to use any of the Expo 2020 Dubai® assets without the prior written consent of The Expo 2020 Dubai® Brand Team. The Entity shall not use the Expo 2020 Dubai® assets in any way which associates Expo 2020 Dubai® to any other event, entity, subsidiary or other party without the prior written consent of the Expo 2020 Dubai® Brand Team.

2023

Brand Summary

Mission
  • Expo 2020 Dubai aims to bring together more than 180 Participant countries and millions of people to celebrate human ingenuity, guided by the belief that innovation and progress are the result of people and ideas combining in new ways. The event’s theme is ‘Connecting Minds, Creating the Future’, advancing connections between Opportunity, Mobility, and Sustainability [^1].
Core Values
  • innovation
  • progress
  • opportunity
  • mobility
  • sustainability
  • inclusivity
  • collaboration
  • legacy
  • global impact
  • brand protection
  • ambassadorship
  • value creation [^2]
Target Audience
  • The target audience includes over 200 Participants such as nations, multilateral organisations, businesses, educational institutions, and millions of visitors from around the world, with 70% expected to come from outside the UAE, making it the most international Expo in history [^3].
Personality Traits
  • inspiring
  • curious
  • inclusive
  • global
  • ambitious
  • collaborative
  • forward-looking [^4]
Visual Identity Overview
  • The visual identity is defined by a rich and bold color palette inspired by the region, intricate geometric logos and patterns, clear logo usage rules, and a modern, clean layout. The principal colors include gradients, yellow, light yellow, dark yellow, sand, and brown, reflecting the brand’s spirit. The logo is a symmetrical, flower-like geometric pattern, and all brand assets are protected and must be used according to strict guidelines [^5][^4].

Categories

Brand Imagery
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Color Palette
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • DO NOT emulate the colour palette of Expo 2020 Dubai in publications
Logo Usage
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Sizing the ™ The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • Sizing the TM The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • White panel size The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Brand Values
  • Expo 2020 Dubai is guided by the belief that innovation and progress are the result of people and ideas combining in new ways. Over the course of six months from October 2020, Expo aims to bring together more than 180 Participant countries and many millions of people to celebrate human ingenuity. ‘Connecting Minds, Creating the Future’. Expo 2020 Dubai will advance the connections between three critical sub-themes that are fundamentally shaping our world: ensuring Opportunity for people and communities, furthering the promise of physical and virtual Mobility, and ensuring a future of Sustainability for all.
  • Expo 2020 Dubai is committed to building a legacy that is sustainable and long lasting beyond 2021; with an end vision that includes a significant addition to the infrastructure in the UAE landscape, economic, social and cultural outcomes, with regional multipliers and global impact.
  • This will be achieved through four main legacies: an economic legacy, a reputational legacy, a physical legacy and a social legacy.
  • The Expo 2020 Dubai brand represents the vision, ideals and values of Expo, and is expressed through our logo, symbol and other brand assets. To preserve and enhance its strength, and to drive recognition, it is important to ensure the brand is applied consistently and cohesively. When applied in visual or physical executions, the brand also becomes a valuable promotional property in its own right.
  • The Participants that associate with Expo 2020 Dubai do so because they support and believe in the values that sit at the core of our brand. They commit to working with us to bring Expo vision, ideals and values to life, in addition to benefiting from the value added by their association with us.
  • That’s why ‘Connecting Minds, Creating the Future’ is the theme that will run through everything Expo 2020 Dubai does, from now until 2020 and beyond. Hosting a successful Expo relies on our ability to infuse the event with the unique spirit, promise and character of Dubai and the UAE. A nation built on the connections between seven emirates and the people of 200 nationalities who call this place home, and come here to seek a better future.
  • Our Participants play an important role in achieving this vision through their valuable support to and affiliation with Expo 2020 Dubai.
  • Our Participants are ambassadors for Expo 2020 Dubai. They embody the connections we aim to build, between the millions of people who visit, the 200 plus nations and businesses who take part and the communities here in the UAE, as we come together in Expo 2020 Dubai with one purpose: to explore ways to build a better future for all.
Visual Style
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Layout And Composition
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
Brand Architecture
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Merchandising Guidelines
  • Participants may create promotional and marketing giveaways featuring the approved logo formats, such as team outfitting and corporate premiums and gifts.
  • The design and quantity of any products featuring the Expo 2020 Dubai logo must be submitted for approval by both the Commercial Team and the Expo 2020 Dubai Brand Team prior to production.
  • Licensing opportunities exist for Participants wanting to merchandise products featuring the approved logo formats. Please contact Expo 2020 Dubai Retail and Licensing to learn more about the opportunity.
  • DO use the approved logo for not-for-profit uses, such as team outfits or giveaways
  • DO secure a license to create for-profit merchandise with the approved logo and designation
Digital Guidelines
  • From the landing page select ‘Brand Assets’
  • Then select ‘Downloads’ from the Brand guidelines tab.
  • Participants will be directed to this screen which displays the brand guidelines folder. Click on the folder which will then take the Participant through to the PDF document.
  • Participants then have the option to view a preview of the brand guidelines before downloading or sharing the asset. To download simply click the download button.
  • Once in preview mode, the Participant will be able to share the brand guidelines with agencies or suppliers. Simply select the share button and fill in the details.
  • Select ‘Images & Videos’ from the top menu bar.
  • The page displays two folders. 1. ‘Latest renders’: the most recent architectural renders of the site. 2. ‘Legacy renders’: architectural renders of the site following the completion of Expo 2020.
  • Note: The images available on the Participant Portal are illustrations of the architects vision for Expo 2020 Dubai and do not depict the finished site.
  • After selecting one of the folders the Participant will be presented with a number of images to scroll through.
  • Once an image is selected, it will present the Participant with a larger preview of the image.
  • At this point, the Participant will have the option to download or share via email.
  • The site enables the Participant to download the original high resolution image versions for web or MS Office. Participants also have the option to create custom image settings.
  • From the landing page select ‘Brand Assets’.
  • Select ‘Logos’ from the top menu bar.
  • Participants will be directed to this screen which displays the logos folder. Click on the folder.
  • Participants will see their country specific logo suite. Click to open the suite.
  • Once selected, the site will present the Participant with a series of questions to understand what version of the logo they will require.
  • Once a logo is selected the Participant will be able to click ‘download’.
  • The Expo 2020 logo is a vital asset and to ensure the logo stands out, good contrast between it and background colours is important. Different combinations of colour require a different logo version. For optimum readability, only use the approved colour combinations as shown here.
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Official Participant designation must not be modified
  • Official Participant designation should not be replaced by a country’s slogan
  • Countries can use their slogan if it is part of the Official Participant logo
  • A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
Event Guidelines
  • When hosting or facilitating events, Participants may use the official logo with designation. This right is non-transferable to third parties. Additionally, Expo 2020 Dubai will produce a range of events and programmes with its Participants leading up to and throughout the Expo
  • DO use the logo with designation on event materials, keeping the Participant’s visual look and feel
  • % DO NOT use the Expo 2020 Dubai logo lockup to sponsor third party events
Website Guidelines
  • Expo 2020 Dubai has an official presence online and on the main social networks, such as: , ‘JI Expo2020Dubai.ae twitter.com/Expo2020Dubai Please link to these official sites, as they are the best source of current information.
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options: Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
Domain Name Guidelines
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options:
  • Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
  • Registration of domain names comprising the variations of Expo 2020 Dubai, Dubai Expo 2020, Expo 2020, Expo Dubai, or 2020 Dubai are protected and owned by Expo 2020 Dubai® .
Approval Process Guidelines
  • All use of Official Marks must be submitted for prior approval via the Participants’ Portal to ensure the consistency of the brand
  • Approval for any material will not extend to third party intellectual property rights or use of celebratory images
  • All approval requests must be sent to the Country Manager. After 2017, all requests must be submitted on the Brand Assets section of the Participants’ Portal
  • Once a submission has been received, the Participant will receive feedback within 10 working days. Please include this period in your production process
  • Communication will take place with your Country Manager until the design and final product has been approved
  • Once the pre-production sample is approved, please supply final samples of each branded item to your Country Manager
  • The Participant acknowledges that any submission of a design must be approved by Expo 2020 Dubai® . Once the approval is granted, the Participant agrees that the Expo 2020 Dubai® Trademark will be used only for the purposes requested and shall not be used in any other purpose or in a way that may compromise the Expo 2020 Dubai Trademarks emotional and commercial value.
  • The Participant acknowledges that any use of the Expo 2020 Dubai® assets must be submitted by an application and should be pre-approved by the Expo 2020 Dubai® Brand Team.
  • The submission of such applications must be in accordance with the procedures set out in the guidelines. The Expo 2020 Dubai® Brand Team shall use reasonable endeavours to notify the Participant of its decision within ten (10) working days of receiving the relevant applications.
  • Such use, in all cases, shall be in accordance with the guidelines.
  • The Participant is not allowed to use the Trademarks for commercial purposes without the prior written consent of Expo 2020 Dubai® .
  • The Participant shall use the Expo 2020 Dubai® assets in its sole interest within the scope of the Guidelines and for the purpose of supporting Expo 2020 Dubai® . No third party shall have the right to use any of the Expo 2020 Dubai® assets without the prior written consent of The Expo 2020 Dubai® Brand Team. The Entity shall not use the Expo 2020 Dubai® assets in any way which associates Expo 2020 Dubai® to any other event, entity, subsidiary or other party without the prior written consent of the Expo 2020 Dubai® Brand Team.

2021

Brand Summary

Mission
  • Expo 2020 Dubai aims to bring together more than 180 Participant countries and millions of people to celebrate human ingenuity, guided by the belief that innovation and progress are the result of people and ideas combining in new ways. The event’s theme is ‘Connecting Minds, Creating the Future’, advancing connections between Opportunity, Mobility, and Sustainability [^1].
Core Values
  • innovation
  • progress
  • opportunity
  • mobility
  • sustainability
  • inclusivity
  • collaboration
  • legacy
  • global impact
  • brand protection
  • ambassadorship
  • value creation [^2]
Target Audience
  • The target audience includes over 200 Participants such as nations, multilateral organisations, businesses, educational institutions, and millions of visitors from around the world, with 70% expected to come from outside the UAE, making it the most international Expo in history [^3].
Personality Traits
  • inspiring
  • curious
  • inclusive
  • global
  • ambitious
  • collaborative
  • forward-looking [^4]
Visual Identity Overview
  • The visual identity is defined by a rich and bold color palette inspired by the region, intricate geometric logos and patterns, clear logo usage rules, and a modern, clean layout. The principal colors include gradients, yellow, light yellow, dark yellow, sand, and brown, reflecting the brand’s spirit. The logo is a symmetrical, flower-like geometric pattern, and all brand assets are protected and must be used according to strict guidelines [^5][^4].

Categories

Brand Imagery
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Color Palette
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • DO NOT emulate the colour palette of Expo 2020 Dubai in publications
Logo Usage
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Sizing the ™ The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • Sizing the TM The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • White panel size The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation -logo usage There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Brand Values
  • Expo 2020 Dubai is guided by the belief that innovation and progress are the result of people and ideas combining in new ways. Over the course of six months from October 2020, Expo aims to bring together more than 180 Participant countries and many millions of people to celebrate human ingenuity. ‘Connecting Minds, Creating the Future’. Expo 2020 Dubai will advance the connections between three critical sub-themes that are fundamentally shaping our world: ensuring Opportunity for people and communities, furthering the promise of physical and virtual Mobility, and ensuring a future of Sustainability for all.
  • Expo 2020 Dubai is committed to building a legacy that is sustainable and long lasting beyond 2021; with an end vision that includes a significant addition to the infrastructure in the UAE landscape, economic, social and cultural outcomes, with regional multipliers and global impact.
  • This will be achieved through four main legacies: an economic legacy, a reputational legacy, a physical legacy and a social legacy.
  • The Expo 2020 Dubai brand represents the vision, ideals and values of Expo, and is expressed through our logo, symbol and other brand assets. To preserve and enhance its strength, and to drive recognition, it is important to ensure the brand is applied consistently and cohesively. When applied in visual or physical executions, the brand also becomes a valuable promotional property in its own right.
  • The Participants that associate with Expo 2020 Dubai do so because they support and believe in the values that sit at the core of our brand. They commit to working with us to bring Expo vision, ideals and values to life, in addition to benefiting from the value added by their association with us.
  • That’s why ‘Connecting Minds, Creating the Future’ is the theme that will run through everything Expo 2020 Dubai does, from now until 2020 and beyond. Hosting a successful Expo relies on our ability to infuse the event with the unique spirit, promise and character of Dubai and the UAE. A nation built on the connections between seven emirates and the people of 200 nationalities who call this place home, and come here to seek a better future.
  • Our Participants play an important role in achieving this vision through their valuable support to and affiliation with Expo 2020 Dubai.
  • Our Participants are ambassadors for Expo 2020 Dubai. They embody the connections we aim to build, between the millions of people who visit, the 200 plus nations and businesses who take part and the communities here in the UAE, as we come together in Expo 2020 Dubai with one purpose: to explore ways to build a better future for all.
Visual Style
  • Expo colours communicate the spirit of the Expo 2020 Dubai, its themes, programmes and initiatives. Inspired from the region, the colours are rich and bold to reflect a brand that is inspiring, curious and inclusive – an Expo for everyone.
  • Principal colours Name Pantone® CMYK RGB HEX Gradient Yellow PMS 116 C0 M14 Y100 K0 R255 G205 B0 #FFCD00 Light Yellow PMS 7409 C0 M31 Y100 K0 R240 G179 B35 #FOB323 Dark Yellow PMS 131 C2 M39 Y100 K10 R204 G138 B0 #CC8A00 Sand PMS 7528 C5 M10 Y17 K16 R197 G185 B172 #C5B9AC Brown PMS 2322 C32 M72 Y100 K81 R78 G53 B36 #4E3524
Layout And Composition
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
Brand Architecture
  • Official Participants are offered exclusive rights to use the Expo 2020 Dubai Official Participants logo. There are three main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Official Participant designation 2. Logo lockup with Official Participant logo and designation 3. Logo lockup with Official Participant country flag and designation including country name These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • IMPORTANT: – Official Participant designation must not be modified – Official Participant designation should not be replaced by a country’s slogan – Countries can use their slogan if it is part of the Official Participant logo – A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Logo lockup with Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Horizontal Participant logo lockup The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Vertical Participant logo lockup The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Logo lockup with Official Participant country flag and designation including country name – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the logo lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (TM) and is required to maintain and protect our ownership. As a general rule the TM symbol must always be used with the logo. When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the TM could be removed when it becomes a visual or functional hindrance, such applications include: - Restricted space or small items - Building signage - Large-sized outdoor advertising (e.g. billboards)
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed even if it is the country’s official slogan 7. Dotted line should not be changed 8. Elements should not be removed
  • Non-Official Participants are offered rights to use the Expo 2020 Dubai Non-Official Participant logo. There are two main versions for the use of Expo 2020 Dubai logo: 1. Standalone with Non-Official Participant designation 2. Logo lockup with Non-Official Participant logo and designation PLEASE NOTE: The designation for Non-Official Participants is always ‘Participant’. These versions are available for use depending on the context. The English versions are the preferred option for international markets. Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background used only when the preferred full colour options cannot be used
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
  • Logo lockup with Non-Official Participant logo and designation – clear space and sizing Clear space To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component of the lockup has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark. The same principles apply for all Expo 2020 Dubai logo versions.
  • Non-Official Participant logo don’ts To protect the equity of the Expo 2020 Dubai logo and the equity of the designation, please follow this guidance: 1. Logos should not be resized separately in the logo lockup 2. Elements should not be reordered 3. Colour palettes should not be changed 4. Expo brand colours should not be used for your logo 5. Vertical versions should not be created 6. Designation lines should not be changed 7. Dotted line should not be changed 8. Elements should not be removed
Merchandising Guidelines
  • Participants may create promotional and marketing giveaways featuring the approved logo formats, such as team outfitting and corporate premiums and gifts.
  • The design and quantity of any products featuring the Expo 2020 Dubai logo must be submitted for approval by both the Commercial Team and the Expo 2020 Dubai Brand Team prior to production.
  • Licensing opportunities exist for Participants wanting to merchandise products featuring the approved logo formats. Please contact Expo 2020 Dubai Retail and Licensing to learn more about the opportunity.
  • DO use the approved logo for not-for-profit uses, such as team outfits or giveaways
  • DO secure a license to create for-profit merchandise with the approved logo and designation
Digital Guidelines
  • From the landing page select ‘Brand Assets’
  • Then select ‘Downloads’ from the Brand guidelines tab.
  • Participants will be directed to this screen which displays the brand guidelines folder. Click on the folder which will then take the Participant through to the PDF document.
  • Participants then have the option to view a preview of the brand guidelines before downloading or sharing the asset. To download simply click the download button.
  • Once in preview mode, the Participant will be able to share the brand guidelines with agencies or suppliers. Simply select the share button and fill in the details.
  • Select ‘Images & Videos’ from the top menu bar.
  • The page displays two folders. 1. ‘Latest renders’: the most recent architectural renders of the site. 2. ‘Legacy renders’: architectural renders of the site following the completion of Expo 2020.
  • Note: The images available on the Participant Portal are illustrations of the architects vision for Expo 2020 Dubai and do not depict the finished site.
  • After selecting one of the folders the Participant will be presented with a number of images to scroll through.
  • Once an image is selected, it will present the Participant with a larger preview of the image.
  • At this point, the Participant will have the option to download or share via email.
  • The site enables the Participant to download the original high resolution image versions for web or MS Office. Participants also have the option to create custom image settings.
  • From the landing page select ‘Brand Assets’.
  • Select ‘Logos’ from the top menu bar.
  • Participants will be directed to this screen which displays the logos folder. Click on the folder.
  • Participants will see their country specific logo suite. Click to open the suite.
  • Once selected, the site will present the Participant with a series of questions to understand what version of the logo they will require.
  • Once a logo is selected the Participant will be able to click ‘download’.
  • The Expo 2020 logo is a vital asset and to ensure the logo stands out, good contrast between it and background colours is important. Different combinations of colour require a different logo version. For optimum readability, only use the approved colour combinations as shown here.
  • Expo 2020 Dubai brand assets must never be extracted from PDF or other electronic mediums and must only be produced from master artworks.
  • Master artworks for all elements can be requested by contacting the Expo 2020 Dubai International Participants Team.
  • To protect the Expo 2020 Dubai logo with designation and to ensure legibility, each component has been spaced and positioned based on the centre circle of the Expo 2020 Dubai logomark.
  • The same principles apply for all Expo 2020 Dubai logo versions.
  • The Expo 2020 Dubai logomark has a trademark symbol (™) and is required to maintain and protect our ownership. As a general rule the ™ symbol must always be used with the logo.
  • When using the logomark at extremely large or extremely small sizes, the trademark symbol might become too prominent or illegible. In these situations, visually adjust the symbol. In limited cases, the ™ could be removed when it becomes a visual or functional hindrance, such applications include: – Restricted space or small items – Building signage – Large-sized outdoor advertising (e.g. billboards)
  • Official Participant designation must not be modified
  • Official Participant designation should not be replaced by a country’s slogan
  • Countries can use their slogan if it is part of the Official Participant logo
  • A country name can be used in the designation only when a country flag is used
  • There are three ways to use the logo with designation: 1. Full colour on a white transparent panel (preferred) 2. Full colour on a white or light background (preferred) 3. White version on a dark or black background to be used only when the preferred full colour options cannot be used
  • Full colour on a white transparent panel set at 90% opacity
  • The sizing of a left aligned white panel
  • The Participant logo height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • The Participant logo height should be equal to the height of the “EXPO 2020 DUBAI UAE”, wordmark.
  • Since it is prohibited to manipulate a flag’s colours, the full colour version must be used on a white transparent panel for dark backgrounds
  • The Participant flag height should not exceed the height of the centre point of the word “EXPO”, and the baseline should not exceed the height of the centre point of the word “UAE” as shown here.
  • Logos should not be resized separately in the logo lockup
  • Elements should not be reordered
  • Colour palettes should not be changed
  • Expo brand colours should not be used for your logo
  • Vertical versions should not be created
  • Designation lines should not be changed even if it is the country’s official slogan
  • Dotted line should not be changed
  • Elements should not be removed
  • The white panel that holds the logo with designation should be sized as below. The white panel is set at 90% opacity.
Event Guidelines
  • When hosting or facilitating events, Participants may use the official logo with designation. This right is non-transferable to third parties. Additionally, Expo 2020 Dubai will produce a range of events and programmes with its Participants leading up to and throughout the Expo
  • DO use the logo with designation on event materials, keeping the Participant’s visual look and feel
  • % DO NOT use the Expo 2020 Dubai logo lockup to sponsor third party events
Website Guidelines
  • Expo 2020 Dubai has an official presence online and on the main social networks, such as: , ‘JI Expo2020Dubai.ae twitter.com/Expo2020Dubai Please link to these official sites, as they are the best source of current information.
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options: Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
Domain Name Guidelines
  • Custom ‘Expo 2020 Dubai’ related domain names are not permitted. However, Participants may choose to use one of the following options:
  • Option 2: Dedicated page on Expo 2020 Dubai URL International Participants can request to have a page on Expo 2020 Dubai website which would feature general information regarding the country’s participation at Expo 2020 with a link that will direct visitors to more information hosted on Participants’ owned website. Below is an example of the domain name for reference: expo2020dubai.ae/participant name
  • Option 1: Additional pages on Participants’ existing URL International Participants are permitted to create additional pages on their website with information relating to Expo or its participation at Expo 2020 Dubai. Participants will be able to use the name ’expo2020dubai’ or ’expo2020’ in their URL as shown below: country official url/expo2020dubai country official url/expo2020
  • DO create hyperlinks to the main Expo 2020 Dubai website using the logo with designation
  • DO create subpages with additional information about the participation and Expo 2020 Dubai
  • Registration of domain names comprising the variations of Expo 2020 Dubai, Dubai Expo 2020, Expo 2020, Expo Dubai, or 2020 Dubai are protected and owned by Expo 2020 Dubai® .
Approval Process Guidelines
  • All use of Official Marks must be submitted for prior approval via the Participants’ Portal to ensure the consistency of the brand
  • Approval for any material will not extend to third party intellectual property rights or use of celebratory images
  • All approval requests must be sent to the Country Manager. After 2017, all requests must be submitted on the Brand Assets section of the Participants’ Portal
  • Once a submission has been received, the Participant will receive feedback within 10 working days. Please include this period in your production process
  • Communication will take place with your Country Manager until the design and final product has been approved
  • Once the pre-production sample is approved, please supply final samples of each branded item to your Country Manager
  • The Participant acknowledges that any submission of a design must be approved by Expo 2020 Dubai® . Once the approval is granted, the Participant agrees that the Expo 2020 Dubai® Trademark will be used only for the purposes requested and shall not be used in any other purpose or in a way that may compromise the Expo 2020 Dubai Trademarks emotional and commercial value.
  • The Participant acknowledges that any use of the Expo 2020 Dubai® assets must be submitted by an application and should be pre-approved by the Expo 2020 Dubai® Brand Team.
  • The submission of such applications must be in accordance with the procedures set out in the guidelines. The Expo 2020 Dubai® Brand Team shall use reasonable endeavours to notify the Participant of its decision within ten (10) working days of receiving the relevant applications.
  • Such use, in all cases, shall be in accordance with the guidelines.
  • The Participant is not allowed to use the Trademarks for commercial purposes without the prior written consent of Expo 2020 Dubai® .
  • The Participant shall use the Expo 2020 Dubai® assets in its sole interest within the scope of the Guidelines and for the purpose of supporting Expo 2020 Dubai® . No third party shall have the right to use any of the Expo 2020 Dubai® assets without the prior written consent of The Expo 2020 Dubai® Brand Team. The Entity shall not use the Expo 2020 Dubai® assets in any way which associates Expo 2020 Dubai® to any other event, entity, subsidiary or other party without the prior written consent of the Expo 2020 Dubai® Brand Team.

Additional Properties

PropertyValue
Wikidata LinkOpen Wikidata
PropertyValue
Foundation Date1977
CountryUnited Arab Emirates
Located In The Administrative Territorial EntityEmirate of Dubai, Dubai
Coordinate Location25.011261111111, 55.061161111111
Freebase Id/m/062ynz
ImagePort Jebel Ali on 1 May 2007 Pict 1.jpg, Jebel Ali Port 2 Imresolt.jpg
Viaf Cluster Id152171439
Population31,634
Page BannerWest Dubai WV banner.jpg
Gnd Id5328451-3
Native Labelجبل علي
Official Nameجبل علي
Inception1977
Area50 square kilometre
Located In Time ZoneUTC+04:00
Official LanguageArabic
Un/LocodeAEJEA
Gns Unique Feature Id-783229
Fast Id1754686
Library Of Congress Authority Idn2020003281
🐛 Report