THE ARAB UNION OF CAMEL RACING
The Arab Union for Camel Racing (AUCR) is an organization established in 2002 to preserve and promote the sport of camel racing across the Arab world. It unites member nations, organizing events and initiatives that uphold the sport's cultural heritage while aiming to raise its global profile.
Client name:
The Arab Union of Camel Racing
Partners:
Be Creative Studio
overview
AUCR is committed to celebrating and preserving the heritage of camel racing across the Arab world. It unites member nations to honor this historic sport by organizing events, encouraging collaboration, and safeguarding its cultural significance. AUCR’s mission is to maintain camel racing traditions while enhancing its presence on a global stage, ensuring this cherished legacy thrives for generations to come.
THE CHALLENGE
Balancing modernity with tradition, the challenge for AUCR was to create a brand that honors the rich history and Arab culture of camel racing while giving it a fresh, contemporary feel. The branding needed to resonate with the sport’s deep roots and historical significance, yet appeal to a wider, modern audience, blending heritage with the dynamic spirit of a competitive sport.
Logo Rationale
The logo captures the essence of camel racing by blending artistic and historic elements, reflecting the brand’s explorer personality. The design is framed within an Arabic arch, symbolizing the rich heritage and traditions of Arab culture while having an illustration of the art of camel racing itself, embodying the sport’s dynamic spirit.
Color Palette
Typography
Visual Language
The visual language combines symbols representing both the sport and Arab culture, such as the camel saddle, classic Arabic patterns, the finish and starting lines, an Arabic arch, the desert sun, race directions, and the race track. These elements are thoughtfully woven together to form patterns that communicate the brand’s identity, adapting to various contexts while maintaining a cohesive connection to the sport’s heritage and culture.
