Designing for the future. Having been designed at the time of the organisation’s inception, the brand identity for Emirates Nuclear Energy Corporation (ENEC) looked very dated long before it was used publicly. Given the brief to develop a family of identities for ENEC’s subsidiaries, the obvious intent was to not have these identities suffer the same fate – but how does one design for the future? A futuristic look, believe it or not, has remained the same decade after decade, and this look provided the best solution to ensure that the identities would have a longer shelf life, so to speak. The futuristic look is achieved with three-dimensional shapes and a metallic surface texture. Used across each of the subsidiary identities, this common design thread ensured a cohesive look for the family of identities. The repetition of shapes around a central axis is inspired by the movement of electrons around the nucleus of an atom. Whilst creating a sense of movement, this reflects the concept of nuclear energy.