NEOM

Brand identity project for NEOM, 'the city of the future', a planned city in the Tabuk Province of northwestern Saudi Arabia. The project was carried out in collaboration with IED Innovation Lab Barcelona, at the request of the Saudi Crown Prince Mohammad bin Salman.

A minimal logo, a generative visual system for a transformative city.

The logo is generated by the ever changing shadow of a sculpture during the day. The shadows are later digitalised in order to generate an algorithm, which itself controls the logo.

The generative design allows to have a dynamic identity, in constant evolution.

The fluidity of the graphics and the logo's unrepeatability represent the contact of the city with every point of the landscape, which changes constantly.

The logo turns into wayfinding icons, generating a homogeneous communication, together with the four areas statues.