United Arab Emirates launches nation brand
08 Jan 2020
Lebanon - As it looks forward to its 50th anniversary in 2021, the Emirates has launched a new nation brand, intended to form the core of the nation's image and identity. The new brand has been built around a logo, developed by a workshop of 49 artists, designers and creative leaders from all seven emirates that form the country and then selected during a voting campaign that drew over 10 million votes from around the world.
The logo reveal took place during an event in Abu Dhabi, attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, and His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces. The event reunited the 'Inspiring 49' team of Emirati artists, authors, poets and designers who contributed to designing a new logo to represent the Emirates to the rest of the world.
The winning '7 Lines' logo captures the values of hope, rising ambitions, clear vision and positivity that the UAE Nation Brand aims to reflect. The logo is derived from seven lines that shape the map of the Emirates and which represent the seven emirates and the founders who shaped the Emirates and united their people's aspirations under one flag and nation.
The new brand reflects the country's commitment to creating an attractive environment in which international talent and trade can thrive, and driving positive change as part of its journey of continued growth, development, prosperity and openness.
The UAE Nation Brand logo will be the visual representation the country's story as a source of inspiration to people across the world. The logo will distinguish the Emirates and strengthen its global image as an influential country capable of driving positive change and contributing to improving lives and creating a better future for humanity.
A total of 49 artists across different professions, seven from each emirate, were invited to design and create a new logo that represents the UAE in an innovative workshop to design a selection of logos centered on seven key values of giving, openness, innovation, tolerance, credibility, humility and futuristic vision.
On December 17, 2019, His Highness Sheikh Mohammed bin Rashid Al Maktoum and His Highness Sheikh Mohamed bin Zayed announced three shortlisted logos titled "Emirates in Calligraphy," "The Palm" and "7 Lines" that best reflected the values of the Emirates. Both leaders invited people across the world to take part in selecting the logo of the UAE Nation Brand, in an initiative that added a global humanitarian dimension to the national project and reinforced the values of tolerance and openness adopted in the Emirates.
Announcing that voting is open for people across the world, the Emirates pledged to plant a tree for every vote. The initiative attracted an overwhelming global response with 10.6 million votes from 185 countries and 500 thousands social media views by the end of the voting campaign on December 31, 2019.
Fulfilling its pledge, the Emirates will plant 10 million trees to empower communities in areas affected by climate change in Nepal and Indonesia.
The UAE Nation Brand aims to share the Emirates' inspiring story of constant development in the face of challenges, highlight the Emirates' unique identity and strengthen its long-standing positive image in the global consciousness. It strives to cement the Emirates' position on the global map as an effective and influential country of regional and global prominence and share milestones of the Emirates' exceptional journey of development that transformed the country to an incubator of innovation and an entrepreneurship hub.