Although 4th Islamic Solidarity Games, successfully held in Baku on May 12–22, 2017, ended several months ago, a lot of people is still curious about who developed the main visual attributes of the Games. The logo and brand identity was developed by McCann Baku, one of the biggest advertising agencies of the country, with the assistance of Paradox. The central theme for the Baku 2017 brand mainly revolves around a modern interpretation of carpet weaving, being part of rich cultural tradition inherent to many Islamic nations. Elements within the carpet pattern combination symbolize Azerbaijan heritage. These elements have been elegantly interwoven with sport icons to pay homage to the historic petroglyphs found at Gobustan National Park, a UNESCO World Heritage site.