Aramco Stadium —
Branding Saudi Arabia’s first World Cup stadium

Saudi Arabia will be hosting the FIFA World Cup in 2034.
This event will be the pinnacle of a journey of years of investment from the kingdom in multiple dimensions, such as capabilities, infrastructures, and services. Reaching all sectors in the country’s economy, clearly defining sports as a key pillar of the national Vision 2030.

As one of the most important companies in Saudi Arabia, Aramco already had a strong presence in sports, namely by sponsoring global sports such as Formula 1, football, and golf, to name a few.

By serving as the main sponsor and builder of Aramco Stadium, the organization would also demonstrate its commitment to a leading role in the country’s development and readiness to host the world’s most engaging events.

Aramco Stadium, located near Dammam, would be the first venue built for the FIFA World Cup 2034, beginning its journey in 2027 with the AFC Asian Cup.

Unlock Brands was challenged to develop the full brand identity of Aramco Stadium, as part of a partnership with Entourage, the creative experiential powerhouse from Dubai, and with the highly appreciated support from Aramco and the Aramco Stadium teams.

While Entourage was tasked with delivering the digital communication sphere, the main challenge for Unlock Brands was to create a brand that could, in a balanced way, represent the stadium's value proposition and its close connection to Aramco and its own brand ecosystem.

Aramco Stadium aimed to become a new destination in the Eastern Region, a vast area of Saudi Arabia that includes the Ithra Center as its cultural landmark. The goal was to add a new item to the region’s list of international-level infrastructure, thus making it a destination in its own right.

Due to its large master plan and envisioned services and initiatives, Aramco Stadium also had the objective of transforming the lives of inhabitants, positioning itself as a promoter of active lifestyles.
So, this would be more than just a football stadium. This would be a new epicenter of life, and its brand would have to represent it in a modern and contemporary way.

From brand strategy to logotype design, from a flexible visual universe to a comprehensive communication plan, this project shows how a carefully envisioned brand identity can unlock a venue's full potential.
Much more than just a logo. Much more than just a stadium.

This was a truly collaborative process that started with the auditing phase, part of the Learn and Identify stages of Unlock Brands’ custom methodology. This included interviews with key people from Aramco and the Aramco Stadium teams, as well as Al-Qadsiyah (the club that will call Aramco Stadium home), and an intensive international benchmarking of sports venues and sponsorship visibility.

The development of the brand strategy was the next stage of the work. From defining positioning to identifying vision, values, personality, and tone of voice, this laid the foundation for the creative solution. Also, it helped to clarify the place of this new brand within Aramco's comprehensive brand architecture. Despite encompassing multiple business sectors and various types of relationships with the umbrella brand, the Aramco brand architecture was about to welcome a new kind of endorsed brand.

The brand design concept was inspired by the stadium's architecture. The dome of the stadium reflected the “Dawamma” concept, which can be translated to “whirlpool”, in reference to the maritime phenomena that occur often on the shores of this part of the kingdom.

The symbol is made of several petals that depict the stadium’s roof panels in a semi-elevated view.
At the same time, this ensemble showcases the
multiplicity of experiences visitors will find at the stadium and the surrounding areas.
A new, regular-style typeface is added to Aramco’s wordmark, adopting a thinner expression to ensure the perfect balance. The colour spectrum - from green to blue - reflects the belonging to Aramco’s brand ecosystem.

While the logotype is a synonym of synthesis, the visual system adds layers of relevance, possibility, and brand identity.

Specific elements were isolated from the symbol, forming multiple devices that ensure a flexible and impactful result.
The result is a graphic system ready to accommodate multiple needs, structuring content while adding a new layer of visual identity.

The brand colour palette has 2 sets. The Institutional palette, used for generic content about Aramco Stadium and on permanent applications, and the Experience palette, which highlights the diversity of activities and events taking place in Aramco Stadium, focusing on four pillars: Entertainment, Community, Sports, and Wellness.

These pillars are reinforced by custom pictograms, whose graphic language follows the same design principles as the system.