Irthi Contemporary Crafts Council unveils new visual identity

The launch of the new visual identity marks the Council’s transition into a new phase of growth, building on its legacy of preserving traditional crafts while developing them as contemporary practices aligned with cultural transformations. This shift opens new opportunities for artisans, particularly across the Middle East, North Africa, South Asia, and Central Asia, as the Council continues to empower craft communities, ensure the sustainability of their knowledge, and connect them with global creative platforms.

Visual identity reflecting heritage and innovation

The new visual identity embodies the Council’s forward-looking vision, with the logo redesigned in a balanced typographic form that combines precision and simplicity. It reflects the convergence of heritage roots with the spirit of innovation and reinforces Irthi’s role in redefining crafts within contemporary contexts, positioning them as a source of knowledge, creativity, and cultural production.

Since its establishment in 2015 under the patronage and support of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Wife of His Highness the Ruler of Sharjah and Chairperson of the Sharjah Family and Community Council, the Council has worked to empower craftswomen and promote crafts as a sustainable cultural and economic contributor. This has been achieved through skills development, research and design initiatives, and local and international partnerships that expand the global reach of Emirati and regional crafts.

Leadership statement

On this occasion, Her Excellency Reem BinKaram, Director General of the Irthi Contemporary Crafts Council, said:

“The new visual identity reflects our journey over the past years and our vision for the future. We remain committed to empowering craftswomen and strengthening the presence of crafts as a contemporary practice connected to identity, culture, and the creative economy. As we enter our second decade, we reaffirm our dedication to developing the craft ecosystem, creating sustainable opportunities for craft communities, and reinforcing Irthi’s position as a leading institution preserving craft heritage and presenting it to future generations with a forward-looking vision.”

A new phase aligned with future aspirations

The updated visual identity highlights the Irthi Contemporary Crafts Council’s position as a leading institution in supporting crafts and empowering craftswomen, reflecting its vision to establish crafts as a contemporary cultural practice rooted in heritage and oriented toward the future.