YAS Island

The ultimate destination

YAS Island is a vibrant destination in Abu Dhabi, and home to a multitude of world class attractions, including Ferrari World and the F1 Marina Bay Circuit.
Working closely with the real estate developers, Miral, Start Design created a vision, purpose, and positioning for YAS Island through extensive insights, analysis and experience mapping, before designing an award-winning brand identity which set the stage for YAS Island as a global destination.
The brand conveys the importance of quality time spent together, with the dynamic logo reflecting rich, multi-layered memories that last long after the visit ends.
To establish YAS Island as both a regional and global destination brand, we designed the logo specifically to read YAS in Arabic from right to left, and in English from left to right.

The vibrant colours of the identity reflect YAS Island’s adrenalin-fuelled appeal, while its fluid design flexes across endless touchpoints from signage, staff uniforms and vehicle livery to digital and social applications.