Branding for Poland's participation in Expo 2020
Polish Investment and Trade Agency
Developing a branding concept for Poland's participation in Expo 2020 Dubai posed a challenge due to the complex nature of World Exhibitions. Nevertheless, we approached the task with dedication and a thorough understanding of its intricacies. Our aim was to create a straightforward message that is easily comprehensible for international audiences, serving as a creative enhancement to the architectural design of the Polish pavilion. In this branding effort, we embraced principles of minimalism, universalism, democracy, and inclusivity. Consequently, we used two color palettes—one inspired by our national colors and the other by the Expo's colors in Dubai—along with a simple wordmark designed to function modularly within the broader system. Acknowledging that different individuals may perceive Poland and its participation in the Expo in diverse ways, we opted to keep the interpretation open-ended. Our work encompassed branding, key visual development, and production consultations.