• Transform magazine
  • March 29, 2020


UAE launches nation brand identity


The United Arab Emirates has launched its first brand identity, with a new logo, ‘Seven Lines’, designed to represent the seven emirates.

The lines form the shape of the UAE map and are meant to embody the economic, cultural, humanitarian and historical elements that distinguish the Emirates and reflect the country’s story.

The UAE nation brand is designed to promote the Emirates’ global image and drive development and innovation in business, with the slogan ‘Make it Happen.’

The new logo is the result of a public vote, which took place after seven creatives were chosen from each of the seven emirates to develop the brand. The 49-strong committee eventually came up with three designs, which were put to the vote across social media channels, resulting in 10 million votes according to the brand website.

The UAE has set up a Nation Brand Office as part of the Public Diplomacy Office, which will serve as a reference point for the use of the logo and will issue user guides for all sectors and institutions.

Sheikh Mohammed bin Rashid Al Maktoum, vice-president of the UAE, says, “The UAE nation brand represents our map, our identity and our rising aspirations. It also represents seven emirates, seven founders and seven horses with which we will compete in the global race for development.”