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Research initiated by The Brand Union, shows a very high percentage of alliterates (people who know how to read, but sadly don't), in the region. People are simply losing interest in reading and The Sharjah International Book Fair is seeking to reverse this. The new brand has been crafted to reignite people's passion for the written word and encourage them to enjoy reading again.
The Brand World created for Sharjah International Book Fair revolves around the love of the written word and expresses more than the 10-day book fair. The new modern mark is more than just an identity; it is a beacon for new paths for the book fair, with plans to extend this into other events and initiatives. The Arabic letter sheen was crafted into a very simple, modern mark that replicates stacked books, while the curve adds a sense of energy to the mark.
"We are very excited with the development of the new identity and the true meaning behind it. Sharjah International Book Fair has been a success for the past 27 years, and we're now excited to take the initiative and make it more than just a 10-day book fair"
said Mr. Abdullah Al Owais, Director General of Sharjah Department of Culture and Information.
Building on a rich heritage, The Brand Union has created a benchmark brand that engages both local and international audiences; publishers, authors, and of course, book lovers.
'It was truly a privilege to work on a project with such rich history and a strong legacy. It was challenging to translate and retain the rich heritage while bringing a new energy and vibe to the brand. However, with the blend of art and science, the outcome is a great brand that celebrates the love of the written word and will be sure to retain its position in attracting people from all over the region,' says Tanita Sandhu, Client Director, The Brand Union.
His Highness, Sheikh Dr. Sultan Bin Mohammed Al Qasimi, Member of Supreme Council and Ruler of Sharjah encourages the pursuit of knowledge for the people of Sharjah and of the UAE, by introducing initiatives, such as short stories and poetry competitions, to inspire and encourage people to get involved in literature.
Sharjah International Book Fair is a well renowned and much loved event that attracts people from all over the UAE and its neighbouring countries. This is largely due to its long-standing commitment, as well as Sharjah's reputation as the city of culture and heritage.
Sharjah International Book Fair attracts the young and old, author and fan, buyer and seller. All come to unlock the mysteries of the past, the wonder of the present and the promise of the future. It is a place where families spend quality time together and curious minds gain understanding. It is a place where literature thrives and people flourish. And when its visitors finally leave, they take with them not the thought, content, character or story of books, but the lingering echoes of inspiration.
Sharjah World Book Fair takes place on the 11-21st of November 2009 and is inaugurated by His Highness Sheikh Sultan Al Qassimi at the Expo Center Sharjah.
Posted by Rima Ali Al Mashni
