Abu Dhabi Science Center

In the United Arab Emirates the number of students deciding to major in the sciences has decreased in the last few years. The centre’s aim is getting children excited about science again. So we created a brand that uses simple experiments to show that science is fun. The identity is based on the most iconic symbols in science; the periodic table. The periodic table is one of the greatest scientific advances and is also one of the most elegantly simple pieces of design ever produced. In a calm, elegant way it makes sense of the chaos that surrounds us. It is a perfect demonstration of the way we use our intelligence to understand the world. The simplicity of the identity makes it possible to play and experiment with it.