Sharjah Media Arts for Youth and Children (FUNN, “art” in Arabic) was established by the Sharjah government under the patronage of Her Highness Sheikha Jawaher Al Qasimi, wife of His Highness, the Ruler of Sharjah, to promote and support the Media Arts, such as animation, filmmaking and graphic design for the youth of Sharjah and UAE.
The aim of the organization is to be a leader in media arts education, through media events, educating the youth, and promoting interest among young people in the UAE. As it evolved, FUNN needed to redefine its brand and identity to reflect an elevated positioning and purpose, and appeal to a wider audience. As its offerings grew, FUNN found itself stuck with the perception of being more of a children’s after-school activities provider and less of a professional educator in media and digital arts, and a major promoter and player in the film festival industry. It was time for FUNN to rebrand and reposition itself.
The strategic approach to the rebranding exercise was to formulate a new brand purpose that spells FUNN’s true vision, being a platform of discovery – one that entices youth to explore, imagine and unleash their passion and potential. The new purpose is a reflection of the challenges and an alignment on the objectives; “We exist to grow a platform of media discovery that triggers the imagination of a passionate generation”.
The name / The Logo
The New Identity
The FANN logo is designed to be a primary representation of who we are as a brand. It is the most memorable touch point and is intended to drive brand association with FANN.
In Arabic, our logo is considered a wordmark.
The logo is inspired by the fluid nature of media arts, as well as from a film reel — one of our main areas of focus. Furthermore, the circular nature of the diacritic dots are a nod to the circular platform that is used within our identity as a main supergraphic. Our brand identity relies on a brand descriptor that should appear in the majority of communications to help identify our brand as a “Media Discovery Platform”. Our descriptor is bilingual (English and Arabic) and is an important element in our visual language.
The Hero Supergraphic
A Website to Discover