Studio Philippe Apeloig have designed the visual identity for the new Louvre Abu Dhabi (LAD) designed by architect Jean Nouvel. Apeloig chose to symbolize the building’s spiritual dimension and recreate its very particular climate. The challenge was to evoke the mysterious whiteness and lightness of this exceptional space, including the region’s warm temperatures.

The logo’s flat outline alludes, in an abstract fashion, to the horizontal nature of the building’s architecture, which is accentuated by its proximity to the sea. A thick straight line, like a hyphen between two cultures (east and west), hatched with black lines in different directions it illustrates the kinetic effects of light.