Dubai officially has a new brand identity. The emirate’s marketing image for the world received a fresh new look and focus.
Dubai’s new brand was introduced by at the 2014 Arabian Travel Market by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister and Ruler of Dubai. According to Sheikh Mohammed himself, the purpose of the emirate’s redesigned brand will be to promote the city not only on a regional, but also on a global level. In addition, the new brand identity of Dubai will try to present the emirate as “a credible, unique and welcoming destination.”
However, not much was revealed about the redesigned marketing brand of Dubai. Nevertheless, visitors of the 21st Arabian Travel Market were able to see its new logo. It is quite simplistic and it only includes “Dubai” written in blue and purple letters, which are merging into one. It suggests that the emirate is as open and welcoming towards its visitors, as it is towards its citizens. It implies that Dubai is a place of many cultures, that can easily coexist as one.
Dubai’s new brand should not be confused with its “Definitely Dubai” brand. The latter was launched back in 2010 and it focuses only on promoting the city as a holiday destination. The brand identity, which was introduced at this year’s Arabian Travel Market, on the other hand, is a trade brand. This means that it targets not only tourists, but also investors.
Dubai is an important part of the United Arab Emirates and its economy and image. That is why the emirate’s government bodies and departments will probably be expected to heavily rely on the city’s new brand in their marketing campaigns.
The UAE will also unveil its own, general brand sometime in 2015. In the autumn of 2013, the country announced that it has awarded the task for developing the “Brand UAE” project to a team of researchers from the UAE, U.S. and Hong Kong.
A study, released earlier this year, ranked the United Arab Emirates among the world’s best nation brands. The country was listed at the 19th position along with the United Kingdom, Australia, New Zealand, Switzerland and Germany. Therefore, Dubai’s new trade brand will have the very responsible task to maintain the emirate and the country’s reputation and popularity.
