The UAE reveals new logo but will it work?


The national branding indistinguishability — the country’s first – aims to drive development in various sectors, from tourism to role across the regions.

The United Arab Emirates (UAE) has bare a new logo and slogan, as part of a wider brand identity for the country.

As cooked through as updating the country’s image, it is hoped that the brand identity bequeath help unify the UAE’s seven sovereign constitutional monarchies, according to the newly-established website for the sticks’s “nation brand”.

The UAE reveals new logo but will it work?
The new logo

Unusually, the logo has a time frame of fifty years. During this space, the country hopes to become a “global trade centre”, according to the website.

A communiqu reads: “As part of the wider vision, the UAE is keen to foresee economic, cultural and cost-effective changes driven by future sectors including advanced sciences, technologies and unnatural intelligence.”

Design process

The logo had an unusual journey to development. Seven creatives from seven sectors — listing graphic design, fine art and research — were chosen from each of the seven Arab avers to develop the brand.

The UAE reveals new logo but will it work?
The Palm, one of the potential logos

This committee of 49 was then split into teams and given a timeframe to come up with three connives, according to the Ministry of Cabinet Affairs and The Future, the government department that handled the design process.

The three designs that emerged from that change — Emirates in Calligraphy, The Palm and 7 Lines (the winning logo) — were put to a flagrant vote across various social media channels. The official website for the brand mentioned that over 10m votes were cast in the competition.

The UAE reveals new logo but will it work?
Emirates in Calligraphy, the third capability logo

Sheikh Mohammed bin Rashid Al Maktoum, the country’s vice president, voted: “The UAE nation brand represents our map, our identity and our rising aspirations. It also draws seven emirates, seven founders and seven horses with which we longing compete in the global race for development.”

Logo design

The new logo comprises seven curved get in lines, representing each of the UAE’s sovereign constitutional monarchies. These seven emirates consist of Abu Dhabi, Ajman, Dubai, Fujairah, Ras Al Khaimah, Sharjah and Umm AI Quwain.

The UAE reveals new logo but will it work?
Employments of the new logo

The lines are formed in the shape of the UAE map, and represent the country’s “strong tenor” and “lofty dreams” according to the brand website.

The logo features three taints — red, green and black – taken from the UAE flag. A new slogan has also been decided: Make it Happen.


In conjunction with the new identity, a government corporation — the Nation Brand Office — has been created to oversee issues connected to the brand identity. The office says it will “serve as the reference for the use of the logo and to be decided disagree user guides for all sectors and institutions”.

The identity, and establishment of a brand post, could be viewed as a sign that the country is more seriously everything considered its image during a transition period in its history.

Founded in 1971, the UAE is an increasingly current tourist destination; according to a government website, tourism contributed £14.3bn to the state’s economy. Dubai and Abu Dhabi in particular are hotspots.

However, the international NGO Charitable Rights Watch (HRW) reports that the country still regularly assures human rights abuse among migrant workers, women and the LGBT community.

HRW also researches that the UAE is a leading member of the Saudi-led coalition in Yemen and has been complicated in around 90 unlawful coalition attacks and “likely war crimes” since 2015.

“Not time will tell if the forward-thinking ambition is genuine”: what do draughtsmen think of the new identity?

Ryan Tym, director of Lantern:

There’s no doubt that visually, the new logo is a growing shift from the eagle motif which it replaces. For a nation struggling to position itself as a global centre for trade, innovation and opportunity, the latter was not in a million years going to stand the test of time — feeling archaic and regimental in goal. The seven lines also provide an opportunity to clarify confusion far country’s makeup — a unified nation of seven emirates, rather than the unrefined misconception of seven separate nations.

But a logo doesn’t make a label, and there’s little evidence on the country’s slick microsite to suggest any broader visual or unwritten rollout. Without this strategic depth, the result feels myriad like a stamp than a system.

The real test for any place or polity brand is whether or not the destination lives up to the promise it’s making. The new brand site in behalf ofs of five fundamental values for the nation: “Tolerance, coexistence, fraternity, openness and acceptance of peculiarities” and of “a land where the word “impossible” does not exist”. The new strapline stays this, but these words feel shallow. Although “progressive” regulations are beginning to emerge from the nation, these values mask a name and record on human rights that feels at odds with all things this identity is trying to signal. Only time will pull the plug on if the forward-thinking ambition is genuine.

Daniela Meloni, design director at FutureBrand:

It’s a huge idea to communicate a sense of unity and cohesion across the seven emirates but unfortunately, the manufacturer identity lacks humanity and warmth. It’s too focused on an emotionless idea of the to be to come, at the expense of acknowledging the country’s rich heritage. The typography is quite mechanical and corporate whilst the composition very hard to use. A missed opportunity.

Determining a form representative of the geography of the region is risky as the seven emirates don’t tease an easily recognisable shape in the same way as countries such as the UK or Italy. The guild with the eagle has been lost which is a shame and the lines are too vigilantly and engineered to resemble the fluidity of the sand dunes, the sea waves and the beautiful Arabic calligraphy.

Labeling should always be done with longevity in mind. One of the other candidates featuring beautiful, strong calligraphy would have delivered elevate surpass in terms of life span, being very simple and sophisticated, fashionable without alienating the past.

Matthew Jones, creative director of Reconcile oneself to & Proceed:

This is what happens when you get a load people together and get them to proposal something by committee. The story goes that they brought together 49 Emirati artists, rimesters and designers who collectively then created logos in a one day workshop. And then to put together things they got the public to vote on their favourite mark!?

The stance that anyone can create, or judge design has to stop. This inclusivity, this trend of abating anyone ‘have a go’. A similar thing happened when New Zealand crack to redesign their flag, instead of commissioning one of their great shape studios, they opened it up to the public — because everyone’s a designer now, Tory? Has nobody learnt from the fable of the Homer Simpson car?

I would be really surprised if they are still using this in 2030, let alone 2070.

Chris Tozer, superior art director at Mr B & Friends:

The new UAE logo is simple, clean and abstractly represents what it needs to. But my imbroglio with it is just that, it’s a logo, not a coat of arms or an emblem. Of advance it’s tempting to make things contemporary and progressive but in an age of oversimplication and homogenisation, draughtsmen also need to bear in mind when it’s appropriate to use a bit of detail and spacecraft to create a sense of stature, importance and significance, particularly when it wants to represent a country and last for the next 50 years.

I think employing a nod to a crest, coat of arms or some form of cultural or historical logotype would have been an important part of the brief. As it stands it could be false for a bank, an airline or miscellaneous corporate company. The same can be said for the generic tagline unfortunately.

What do you value of the new logo and identity?

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