Dubai Airports tapped Cato Purnell Partners in 2007 to develop an identity system that would not only unite the organization's holdings, but also mark Dubai as an international air hub. The design is just one standout design from the region, which is bursting with new construction, investment and design opportunities.

Five master brands as well as 24 sub-brands were developed, a few of which are shown here. Full implementation is still underway.

The conceptual base for the project came from Dubai's geographic positioning at the center of the world. Traditional Arabic mosaic patterning is overlaid on the suggested shape of a globe. With its use of contemporary colors, the new identity is both historic and modern. The kaleidoscopic effect lends energy and interest, and the patterning within the mosaic suggests movement toward and away from the center.

Sub-brands are easily accommodated by the new system: Additional color and overlaid patterning clearly identify and differentiate other related operations.