Abu Dhabi, UAEMonday 17 February 2020

UAE's first national brand unveiled

More than 10 million people voted in the online poll and, as a result, the UAE will plant 10 million trees in Nepal and Indonesia

A new logo that will represent the UAE to the world has been revealed.

It was unveiled by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, and Sheikh Mohamed bin Zayed, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces, at Qasr Al Watan in the country's capital on Wednesday.

"The UAE Nation Brand tells the story of our union, our unity, our future and of a country that is firmly making its mark across the world. Our goal for the new brand is to enhance the Emirates’ global reputation, in which we invested thousands of teams throughout 48 years of constant work," Sheikh Mohammed bin Rashid said at the unveiling.

"The Emirates will plant 10 million trees, and with them we will plant a new hope and a new story of inspiration. We call on all sectors and entities in the country to use this logo as part of their strategic initiatives and events that help convey the UAE’s story to the world," he said.

The goal of the brand is to enhance the country’s reputation, said Sheikh Mohamed bin Zayed.

“The map of the Emirates is close to the heart of every citizen and resident of this country,” he said. “We appreciate everyone’s efforts to advance the glory of this map globally. We thank each individual and organization that helped in the implementation of this national project and those who voted from all over the world to select the UAE Nation Brand.”

Designed by 49 Emiratis, the logo - named 7 Lines - was chosen from two other designs by popular vote. More than 10 million people from around the world took part.

The seven lines of the new logo are said to represent the leaders of the seven emirates who agreed to unite under one flag. Seven lines, shaping the map of the Emirates using the national colours, represent the unity of the future-focused leaders.

The 7 Lines map logo. Courtesy Ministry of Cabinet Affairs and The Future
The 7 Lines map logo. Courtesy Ministry of Cabinet Affairs and The Future

The vibrantly coloured lines are meant to reflect the UAE's continued development and the diversity of UAE society - which sets the country apart as global hub for entrepreneurship and innovation.

The Nation Brand will represent the country's journey over the next 50 years. It will also serve a similar purpose to the national tourism and marketing slogans such as Malaysia, Truly Asia, Britain's GREAT campaign and Incredible India.

The accompanying slogan 'Make it Happen' will represent the country's ambition and the great development strides taken since the unification of the Emirates 49 years ago.

For Emirati Mouza Al Hammadi, the new logo will be a chance to have her country recognised overseas.

“The world is going to know us now as seven emirates,” said Ms Al Hammadi, 21, the second youngest designers involved.

The digital artist is from Umm Al Quwain and often spends time overseas explaining that Dubai and Abu Dhabi are within the United Arab Emirates, and not different countries.

Seven artists were selected from seven emirates to work together on potential designs.

The UAE Nation Brand tells the story of our union, our unity, our future and of a country that is firmly making its mark across the world

Sheikh Mohammed bin Rashid

“Now people are going to see us as they are supposed to see us, as seven emirates and one country,” she said. “Most of people think we are separate countries so it’s very good for us to show people that we are one country, a united country.”

“I’m really proud of myself to be part of it, I’m very honoured to be part of it.”

Ms Al Hammadi, a corporate communications student at the Higher Colleges of Technology in Sharjah, was selected by the Umm Al Quwain government to represent her emirate. She made sure all of her family voted.

Jowaher Al Qiwani, 20, was also among those chosen to help design the logos.

“Now we feel proud so that these seven lines will show that the UAE is more than Abu Dhabi and Dubai, it’s seven emirates,” said Ms Al Qiwani, an applied media student at the Higher Colleges of Technology in Sharjah.

“I thought they would chose this design with seven lines because it’s classic, modern and has seven lines for seven emirates.”

Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, and Sheikh Mohamed bin Zayed, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces, unveil the new Nation Brand on Wednesday. Wam
Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, and Sheikh Mohamed bin Zayed, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces, unveil the new Nation Brand on Wednesday. Wam

The design was hailed as multidimensional by design experts.

“Even when the meanings behind a visual are not obvious to the viewer, a good logo imparts those meanings through line and curve, colour, shape and use of negative space, and this logo does exactly that,” said Sass Brown, the founder of Dubai Institute of Design and Innovation and a columnist at The National.

“The gentle undulation of the form reminds me of the curve of a sand dune or the roll of a wave, both representative of the geography of the territory. The simple sans serif font is clean, modern and easy to read in a digital environment, representative of the stand the Emirates has taken on innovation, entrepreneurship and technology, which propels them into the future,” she said.

On announcement of the competition in November, Sheikh Mohammed vowed that for every vote for one of the three logo designs, a tree will be planted in Nepal and Indonesia.

The pledge has resulted in a substantial commitment to help tackle climate change in projects around the world.

More than 10 million trees, including mangroves and tropical rainforests to promote food security, protect biodiversity and safeguard communities most vulnerable to climate change will be planted.

The UAE will focus on planting millions of trees in Numfoor Island, one of the most disadvantaged areas of Indonesia where subsistence farmers and fishers make up approximately 75 per cent of the population.

West Papua, Indonesia, situated in the Coral Triangle, is an area recognised as the global centre of marine biodiversity and a global priority for conservation because of the broad range of species it supports, including at least 500 species of reef-building corals.

In Nepal, the UAE will plant millions of mangroves at the Amaltaari planting site in Nawalparasi, home to endangered species including leopards and the elusive Bengal tiger.

The tree plantations are expected to empower thousands of local people, mostly farmers, and improve their lives.

Votes were cast on three logos displayed on the UAE Nation Brand's official website.

Updated: January 8, 2020 08:10 PM

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