Qatar museum works with Pentagram to crowdsource new identity

The museum has launched a competition for Qatari citizens to design its new logo – the prize is to work alongside Pentagram to create the new identity.


The National Museum of Qatar is crowdsourcing a new identity from its citizens, with the winning logo to be worked up by the museum’s design consultancy Pentagram.

The museum has launched a competition, open to all Qatari nationals over the age of 18, to create an identity for the new institute, which is being designed by architect Jean Nouvel and is set to open next year.

Entrants are asked to submit a logo design, which the competition organisers say will then become the new identity for the museum.

Pentagram will “fully realise” the winning logo design

Qatar Museums, which is running the competition, says the reward is a business class flight to London and accommodation in the city, and the opportunity to work alongside Pentagram to “fully realise the guidelines” for the new identity.

This will involve refining the designs and creating applications across 25 different applications.

Qatar Museums says all submitted designs will become its exclusive property – there is no cash reward or fee for the winning designs.

Logo brief follows research phase

The logo designs will be judged by Her Excellency Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, chair of Qatar Museums, and Her Excellency Sheikha Amna bint Abdulaziz bin Jassim Al Thani, director of National Museum of Qatar, along with senior executive members of Qatar Museums. A winner will be announced on 29 September.

Pentagram has already carried out a research phase to create a brief for the logo design. The consultancy has undertaken internal and external interviews as well as a competitor audit and audience focus groups.

The resulting brief calls for a design that will “stand out on a national and international stage” and “generate pride in Qataris”.

“Engaging Qataris in an active and participatory way”

The competition is described as “a rare opportunity” to create a new museum logo.

The organisers say: “It is our intention to create and support the next generation in fulfilling their creative potential and we want to create a national spirit of participation and a positive attitude towards art, heritage and creativity.”

Pentagram partner Angus Hyland, who is leading the project, says: “We’ve been consulting the National Museum of Qatar for a number of years. The competition engages Qataris with the museum, an important new cultural landmark, in an active and participatory way.”

The identity for Qatar Museums, which oversees the National Museum of Qatar as well as a number of other institutions, was created by Wolff Olins last year.

Discover more:

• Wolff Olins overhauls Qatar Museums brand

Hide Comments (1)Show Comments (1)
  • Mike Dempsey August 14, 2015 at 1:03 pm

    Oh dear, this doesn’t sound like a good idea at all. Let’s see?

  • Post a comment

Latest articles