When the Kingdom of Bahrain was selected to host the region’s first Formula One™ Grand Prix event, it was a significant coup for the vibrant nation and it was embraced with brio. But winning the right was only the first step in a $300m investment that had ambitions beyond sport. Creating an F1™ standard facility was an incredible task which had both to present an international showcase and become the recognised ‘home’ for all forms of motorsport in the Middle East.

The significance of the Grand Prix fixture/race to this progressive nation was not lost on us as we immersed ourselves in regional culture, taste and trends. The ‘Arabesque’ logotype aligned tradition with modernity; Arabic patterns with high-tech circuit layouts and the overall identity combined modern, crisp graphics with rich, colourful treatments.