Brand, Theme of Sharjah Book Fair Unveiled
Afkar AbdullahSHARJAH A new brand and a lasting theme with deep meaning for the 10-day, event-packed 28th edition of the Sharjah International Book Fair was unveiled on Monday by Shaikh Sultan bin Mohammed bin Sultan Al Qasimi, Crown Prince and Deputy Ruler of Sharjah,.
The book fair will be inaugurated on November 11 and will run till November 21 at Sharjah Expo Centre.
The logo — Arabic letter ‘sheen’ — is curved in a way that replicates stacked books. It is accompanied by the theme “The Love of the Written Word”. The unveiling ceremony was held at Al Qasba in the presence of several officials from the Ruler’s Court.
The organisers explained the new brand to the Crown Prince. “The letter ‘sheen’, which symbolises Sharjah, is curved in a way that adds an overall sense of energy and dynamism,” said Director of Sharjah International Book Fair Ahmad Al Amri. Both the theme and the brand of sheen reflect a “more focused purpose”. “Therefore, the theme will be there for a very long time than the ten-day event itself.”
Director-General of the Department of Culture and Information in Sharjah Abdullah Al Owais said, “We are very excited with the development of the new identity and the true meaning behind it. “Sharjah International Book Fair has been a success for the past 27 years, and we’re now excited to take the initiative and make it more than just a 10-day book fair.”
A campaign of mini events are being planned for the coming year to inspire the youth of today, Al Owais said.
“Poetry writing and short story competitions are initiatives that will be introduced and will be closely linked with another initiative of His Highness Dr Shaikh Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah, called Knowledge Without Borders.”
Knowledge without Borders is an effort geared towards having a library in each Emirati home in Sharjah.
Speaking to Khaleej Times, Aisha Al Hashimi, head of the organising committee, said, “By bringing global wisdom and experience to the visitors in Sharjah, the event aims to instil a sense of great pride and prosperity to the people of this emirate and the rest of the country.”