Communicating the essence of the Emirate, the brand is set to drive areas such as tourism and foreign investment
The Office of the Brand of Abu Dhabi and the Abu Dhabi Tourism Authority today unveiled the highly anticipated new brand identity for the Emirate of Abu Dhabi. In a special event attended by His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Executive Council, and other Sheikhs, more than 400 leaders from government and the private sector were briefed on the brand itself and how it will be rolled out initially to generate tourism and direct foreign investment.
“Today’s launch is the culmination of a two year journey that has resulted in the development of a holistic brand that captures the spirit and essence of Abu Dhabi in a way that engages the audiences we want to attract to our Emirate,” said H.E. Sheikh Sultan bin Tahnoon Al Nayhan, Director General, Abu Dhabi Tourism Authority. “This brand is much more than a logo or a slogan, it defines how we should project ourselves to the outside world and how we should interact as an Emirate.”
The development of the brand commenced with the Abu Dhabi Tourism Authority’s (ADTA) desire to create a tourism brand. This initiative quickly evolved into a project of national significance because the initial work by the ADTA revealed the opportunity to create a brand identity as relevant to business and government as it was to tourism.
In order to best communicate the vision of His Highness Sheikh Khalifa bin Zayed Al Nayhan, President of the United Arab Emirates, ruler of Abu Dhabi, His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Executive Council, mandated the ADTA to work in cooperation with the Executive Affairs Authority to carry out extensive research internationally and in the Emirate of Abu Dhabi. This work was accompanied by a vast amount of design and creative development involving leading global agencies.
“The result is a brand with core principles that can be adopted across all Abu Dhabi organizations, ensuring a shared understanding and approach that will ultimately deliver a consistent experience for visitors across all sectors” added H.E. Sheikh Sultan bin Tahnoon Al Nahyan.
To oversee the development of the brand and to drive its implementation, a new government entity, the Office of the Brand of Abu Dhabi has been established by a resolution of the Chairman of the Executive Council.This office will act as the guardian and patron of the brand and will help the public and private sectors understand its purpose and applications to ensure the Emirate’s image is represented appropriately.
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