Building Brands for the Space Era

Images of Sultan AlNeyadi this week from the Space Station have been a humble reminder of the power of storytelling, eight years in the making.

Emirati astronaut Sultan AlNeyadi posted a selfie this morning, suspended inside the ISS with an awe-inspiring view of Earth’s edge behind him. He dons a blue t-shirt featuring a symbol of an ‘edge’ in colors that match the view in lower-orbit. Witnessing a brand we conceived—on Earth—in 2015 for the Mohammed bin Rashid Space Center float in zero-gravity has been nothing short of surreal.

Watching this moment unfold, my teams and I couldn’t help recalling the magnitude of the message we were first tasked to communicate 8 years ago — the UAE's courageous pursuit of space with a sense of pride and hope for the future.

Here is a glimpse into the thinking behind what has now become a symbol of a nation making history — the edge.

Source: Xische’s brand rationale for MBRSC

RATIONALE BEHIND THE SYMBOL

The horizon of Earth, which glows when visible from the lower orbit, is the point of view of humans looking outwards into the unknown — the limitless possibilities of discoveries yet to be made. We believe this ‘edge’ is hugely symbolic of the divide between human curiosity and knowledge.

SIMPLICITY AMID COMPLEXITY

The complexity that needs to be bottled into a single, memorable, universal shape is often underestimated. A symbol for a national movement needs to have the ability to inspire minds while also remaining functional. We wanted the brand narrative and logotype to embody courage and discovery — rooted in the UAE's vision for the future of space exploration.

Before Sultan’s now viral selfie at the start of his 6-month stay aboard the ISS, another Emirati astronaut Hazzaa Al Mansoori first appeared in a live chat wearing a blue spacesuit adorned with the brand right alongside global leaders like SpaceX and NASA.

The ‘edge’ continues to be applied to every UAE space mission, from the Rashid Mars probe to the Lunar Mission, and now the ISS UAE Mission 2. It has since appeared in signage at launch facilities, spacesuits, equipment and countless merchandise.

Source: MBRSC

UNITED IN HOPE

Our approach to brand-building over the last 20 years has remained rooted in the belief that simplicity is the ultimate form of meaningful human connection. The space era represents a unique opportunity for nations, the private sector and educational institutions to unite humanity through the power of storytelling amid the overwhelming complexity of space exploration.

Gazing up at the stars, our hope is that this tiny, seemingly simple, blue stroke becomes a symbol to inspire countless young minds to dream beyond the confines our tiny blue dot — Earth. What an incredible time to be alive, and live in a nation like the UAE that is driven by the power of hope.

Congratulations Sultan and Hazza. And thank you for making us a tiny little part of this incredible story in this country we call home.