ICA Congress Abu Dhabi 2020 logo – main branding symbol
The logo chosen for ICA Congress 2020 is elegantly simple in appearance and profound in meaning. It embraces a vital aspect of the traditional design and handcraft of the United Arab Emirates with the ultra‐modern architecture which embodies the future of this dynamic country.
Al Sadu, recognized by UNESCO as Intangible Cultural Heritage, takes wool from sheep, camels and goats to be woven into distinctive accessories for use in the home and majlis as well as decorative adornments for camels and horses. Weaving brings together all parts of the community and as small groups gather to spin and weave, family news, stories and poetry are shared. As UNESCO has commented “Such gatherings are the traditional means of transmission.” The patterns of Al Sadu are based on a strict geometric grid. The ICA Congress Abu Dhabi 2020 logo carries forward this tradition, symbolizing our modern approach to weave a profession from many strands, to exchange knowledge and to work together to advance our shared commitment.
The verticality of the logo reflects the soaring towers of Abu Dhabi, with offices for business and government, entertainment, restaurants and hotels. These in turn embody legendary Emirati hospitality, a tradition which will be evident to all who attend ICA Congress Abu Dhabi 2020.
The National Archives of the United Arab Emirates links past, present and future, carrying forward the knowledge and experience of those who have gone before, enabling all to build on distinctive traditions and values, providing inspiration for the future. This is our vision for ICA Congress Abu Dhabi 2020.
ICA Congress Abu Dhabi 2020 logo – key branding elements
THE VERSATILE HANDICRAFT
From tents to carpets to belts for camel saddles, this traditional weaving technique is central to the culture and lifestyle of the Bedouin
Designs and motifs
Elements of the desert environment and other important aspects of Bedouin life are often incorporated into the Al-Sadu decorations, symbols, shapes and inscriptions.
Common motifs include geometric patterns evocative of the region’s undulating grasslands and sand dunes; palm trees and flowers; camels, sheep and falcons; Koranic verses; mosques and the names of tribes. These motifs can symbolise specific ideals. For example, a chain with overlapping rings symbolises the unity and cohesion among members of a tribe.
The names of the most frequently used Al-Sadu motifs are: The Masters’ Design, the Tree Design, Al Owerayan Pattern, Spotted Leather Skin Design, Ammunition Passer Design, Grain Design, Asnan Al Khail (Horse Teeth) Design, Scissors Design and Ain Al Ghadeer pattern.