The opportunity to brand the first Bahrain Grand Prix event and venue was won following a seven-way pitch. Our experience in Formula One™ proved invaluable as we set about building the brand, but the essential task was to transform perceptions of the Kingdom and raise the baseline standard for everything that happens there.

The Formula One™ event was to be the first Arabian Grand Prix and the client wanted that fact reflected in the brand. 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.