The Department of Finance (DOF) for the Government of Dubai has announced a new corporate identity that reflects its progressive outlook and strategic vision. The Dubai Department of Finance rebrand signals the department's commitment to becoming a world-class centre of financial sustainability, aligned with Dubai's long-term development ambitions.
New Identity Anchored in Dubai's Heritage
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."
The rebranding connects the department's name directly to the emirate, reinforcing DOF's institutional authority and its three decades of financial governance across Dubai.
Logo Design: Maliyatu Dubai in Jeli Thuluth
The centrepiece of the new identity is the Arabic phrase "Maliyatu Dubai" — meaning "Dubai Finance" — rendered in the historic Jeli Thuluth calligraphic script. The logo is shaped to resemble a coin's face and is crowned with a crescent arch for visual cohesion.
The design draws on four symbolic elements — earth, sea, air, and space — that affirm the emirate's boundless potential. In Arabic, "Dubai" means "to found," a meaning the new visual identity is designed to honour.
Color Palette: Sustainability Meets Heritage
The geometric pattern uses two key colours:
- Turquoise — expressing balance, sustainability, creativity, and originality - Golden-brown — evoking Dubai's desert landscape and maritime heritage, and connecting viewers to the original logo's legacy
Together, the palette communicates a brand positioned at the intersection of tradition and innovation.
A New Identity for Dubai's Financial Future
Huda Hamdan Al Shaikh, Executive Director for Corporate Services at DOF, said the new identity not only celebrates the department's history but also serves to link the name and abbreviation of the department to the name of the emirate itself — adding to the department's authority and institutional weight.
The new corporate identity is designed to reflect core principles of truth, soundness, and solvency — values appropriate for the giant development projects on the horizon for Dubai. The rebrand positions DOF as a forward-looking institution ready to lead the emirate's financial transformation across the coming decades.
