WORK  /  BRAND IDENTITY  /  EXPO 202O DUBAI: OMAN PAVILION LOGO DESIGN

Translating the Story of Frankincense into Visual Identity

Developed for the Sultanate of Oman Pavilion at Expo 2020 Dubai, the logo concepts were inspired by the cultural and historical significance of Luban — Oman’s renowned frankincense that has connected trade, people, and civilisations for centuries.

Rooted in the pavilion narrative of Growth, Harvest, Trade, and Use, the identity exploration drew from the lifecycle of the Boswellia Sacra tree and the journey of frankincense itself. 

The resulting concepts sought to express heritage, movement, and opportunity through 

a contemporary visual language designed for an international Expo platform.