Xische was approached to help build the brand positioning, strategy and identity of the Space Centre, ahead of our work on the launch of the UAE's Mars Mission.

MISSION TO SPACE

The Mohammed bin Rashid Space Centre has been established to develop research, projects and studies within the space sector, supporting the UAE's advancement in the global space industry. One of the key mandates of the centre will be the preparation and implementation of UAE probe exploration mission to Mars. Expected to reach Mars in 2021, the programme is the first by an Arab, Islamic country, and it will be executed by the UAE Space Agency with support of international partners.

RATIONALE BEHIND THE SYMBOL

The horizon of Earth, which glows when visible from the lower orbit, is the point of view of humans looking outwards into the unknown — the limitless possibilities of discoveries yet to be made. We believe this ‘edge’ is hugely symbolic of the divide between human curiosity and knowledge.

The complexity that needs to be bottled into a single, memorable, universal shape is often underestimated. A symbol for a national movement needs have the ability to signal change and inspire minds, well beyond the borders of a nation, to tell a critical story. We wanted the brand narrative and logotype to embody courage and discovery — rooted in the UAE's vision for the future of space exploration.