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Abu Dhabi, UAESunday 16 December 2018

Security, communication and innovation: Dubai Police unveil new logo 

The refreshed logo is green and features a boat on calm waters, surrounded by the branches on each side

The flag with Dubai Police's new corporate identity Maj Gen Abdullah Khalifa Al Marri is raised on Thursday at Dubai Police general headquarters. Courtesy Dubai Police
The flag with Dubai Police's new corporate identity Maj Gen Abdullah Khalifa Al Marri is raised on Thursday at Dubai Police general headquarters. Courtesy Dubai Police

Dubai Police have launched a new logo, smartphone App and website as part of a major rebranding of its identity.

The new look was launched on Thursday by Dubai Police commander-in-chief Maj Gen Abdullah Al Marri during a special flag-raising ceremony at the force’s general headquarters.

The refreshed logo is now green, with cleaner lines and a smoother look. It features a boat on calm waters, surrounded by the branches on each side that reflect that safety and security surrounding the community. It differs from the previous red logo in that the lines of current are straight and the sail and boat is clearer. The "Dubai Police" script is also no longer is attached to the lower part of the new logo.

The rebranding is defined by three principles: security, communication and innovation. Security means the protection of people in Dubai; innovation meaning the development of services that help the community; and communication through contact with the public.

Dubai Police's new logo.
Dubai Police's new logo.

Dubai Police will be conducting an awareness campaign over the forthcoming days so members of the public can learn about the new identity. Part of this will be a series of marches by police officers around Dubai on Thursday including areas such as ​​Mamzar, Nayef and Mirdiff. Other marches will take place on Palm Jumeirah, around Ibn Battuta Mall, the Burj Khalifa and Burj Al Arab.

Three water marches will take place from Thursday to Saturday. The first runs from Dubai Creek to the Floating Bridge, while Friday’s will run from Jumeirah 4 to Dubai Marina. Saturday's will be along Dubai Water Canal and all start at 3pm and finish at 5:30pm.

Other events will be held in malls and public places of Dubai such as Mirdif City Centre and JBR until next Tuesday as part of the awareness campaign.

Earlier this year, Abu Dhabi Police underwent its own major relaunch.

New uniforms were introduced and it split as a separate law enforcement body from the Ministry of Interior.

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