The Department of Finance (DOF) for the Government of Dubai has announced the introduction of its new corporate image suggesting its progressive attitude. This new identity seeks to reinforce DOF’s strategic vision to become a world class centre of financial sustainability in line with the long-term vision for the development of Dubai. Implementing the rebranding also corresponds to the tendencies of the modern international experience, which the department is designed to contribute to the further development of the emirate.
H. E. Abdulrahman Saleh Al Saleh, Director General of DOF said, “With this new look, DOF reiterates its relentless commitment to innovation and its ability to establish the Emirate of Dubai as a global financial sustainability hub, this advancement enhances DOF’s stature as one of the strategic government entities and underpins the three decade-plus success story. ”
A new identity is supposed to reflect the principles, which are truth, soundness, and solvency, which are appropriate for the upcoming giant projects in Dubai. Huda Hamdan Al Shaikh DOFExecutable Director for Corporate Services said that the above identity not only celebrates the department history but also served to link the name and abbreviation of the department to the name of the emirate, adding to the department’s authority.
As a reference to Dubai’s Arab origin a stylized new logo has been developed out of the ‘Jeli Thuluth’ Arabic script that used to feature only the company’s name, and is now complemented by the phrase ‘Maliyatu Dubai’ meaning ‘Dubai Finance’. It is shaped to exhibit the form of a coin & their iconographic messages draw on the figures of the earth, sea, air and space to affirm the city’s endowment – Dubai means ‘to found’ in Arabic – of boundless potential.
The colour scheme of the geometric pattern designed is of turquoise that refers to sustainability and creativity, and golden-brown shades referring to the desert and the sea of Dubai which underlines the emirate’s innovative approach. The new brand image combines tradition with innovation that secures a long-term and valuable positioning of the Company in the context of Dubai’s ongoing financial transformation.
