Brand Identity, Signage & Environmental Graphics

Brand identity and environmental graphics for a new exhibition and conference centre in Doha, Qatar.

The Doha Exhibition and Convention Center (DECC) is a state-of-the-art convention centre, which opened in 2015. Pentagram was asked to create the brand identity and environmental graphics ahead of the venue’s launch.

DECC consists of five main exhibit halls along with additional conference rooms and facilities. Each of these halls can be used to host different events at the same time or the walls can be moved to create larger venues. When all five are combined, it creates one 29,000m2 pillar-free space that is one of the world’s largest single halls.

Pentagram decided to reflect the centre’s modular nature in DECC’s visual identity. The logotype is displayed in one of five frames, each of which is a different shape that references the arabesque patterns found on the venue’s facades.

The rounded lettering of the logotype takes its cue from the wayfinding signs, also designed by Pentagram. Each of the pictographs used as signage throughout the building was hand drawn by the studio’s designers and the curves used in these graphics informed the final logotype design.

Since its launch, DECC has attracted millions of visitors, including crowds of more than 14,000 during the first weekend of the 2017 Qatar Summer Festival.

Angus Hyland
Project team
Rhian Edwards
Jiyeun Sung
Kyle Wheeler
Tori Phillips
Lynne Devine
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