The ultimate destination

YAS Island is a vibrant, world class destination in Abu Dhabi that is home to a multitude of leisure, cultural, social and business attractions suited to all audiences.

Start Design, working with Miral, helped to create the YAS Island vision and purpose over an 18-month-period – carrying out insight analysis, experience mapping, stakeholder consultation, competitor exploration and audience evolutions – to design a definitive brand identity that has set the stage for YAS Island both now and for the future.

The brand story exists to convey the power of quality time spent; rich, multi-layered memories that last long after the experience ends. The identity was crafted to convey movement and energy. Its vibrant colours reflecting the island’s adrenalin-fuelled appeal, while its fluid design flexes across everything from digital applications to vehicle livery.

Wanting to firmly establish itself as both a regional and a global destination brand, the logo was specifically designed to read YAS in Arabic right to left, and in English left to right.