Xische was approached by the UAE Government to build the brand story, brand system and design guidelines for the Year of Tolerance to highlight the impact of tolerance, and to expand the scope and opportunities for communication and dialogue.

ROOTED IN THE EMIRATI CULTURE

Xische was approached by Ministry of Culture and Knowledge Development to conceive a brand identity for the Year of Tolerance that is rooted in the heritage of the Emirates with global resonance. The ghaf tree, which is indigenous to the UAE, emerged as a powerful symbol of stability, coexistence, convergence and giving that defines the distinctively Emirati embrace of tolerance. The symbol is further supported by design elements drawn from the natural heritage of the UAE. Complimentary patterns are crafted from the rippling sand dunes of the nation’s unique desert environment, while the color palette is drawn from natural influences. 

The Year of Tolerance is a unique initiative with international resonance promoting our shared values of peace, humanity, coexistence and respect. Tones that are echoed in the native and sustaining symbol of the ghaf.