Government of Dubai

Official Websites

• https://www.dubai.ae
• https://dubainow.dubai.ae
• https://tec.gov.ae/en/web/tec/government-of-dubai
• https://www.mediaoffice.ae
• http://www.tec.govu.ae/web/tec/government-of-dubai

Brand Guidelines

2011

Brand Summary

Mission

• To set the standard guidelines, which apply to all marketing communications of government entities [^1].

Core Values

• firmness
• quality
• dignity
• consistency
• individuality
• alignment
• authority
• clarity
• formality
• respect for tradition
• collaboration

Target Audience

• Government entities of Dubai, their communications representatives, and the public interacting with official government materials [^2].

Personality Traits

• formal
• authoritative
• dignified
• consistent
• collaborative
• respectful
• clear

Visual Identity Overview

• The visual identity is defined by a bilingual logo featuring bold Arabic calligraphy (Thuluth Script) and a Latin typeface (Optima Bold), primarily in red, with strict rules for color palette, logo placement, clearance space, and usage across various applications. The style emphasizes clarity, formality, and cultural heritage, with consistent layouts and visual harmony [^3].

Categories

Brand Voice

• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• About Thuluth Script: Thuluth is one of the most respected and formal Arabic fonts. Deeply rooted in Arabic history, Thuluth was used in the writings of Quranic verses in the holy Kaaba in Mecca.
• An elegantly sloping, cursive, calligraphic script, Thuluth represents firmness, quality and dignity. Thuluth was selected for these noble qualities and a link to a glorious past.

Brand Imagery

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and values indicated below). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C: R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black: R 0 G 0 B 0 C 0 M 0 Y 0 K 0

Color Palette

• The logo is monochromatic. It should be red whenever possible (please see the specified Pantones and values indicated below). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C: R 161, G 141, B 80, C 0, M 91, Y 76, K 0; Black: R 0, G 0, B 0, C 0, M 0, Y 0, K 0.
• Do not change the colour of the logo
• Never alter the specified colour scheme
• It is recommended that the structure always appear over a white background, but for the sake of building departmental identity, an entity can inject its corporate colour into the background, although not at more than 10% opacity (see Fig.3).
• The government mark must always appear in red on the left (see Fig.2).
• The Government logo colour should not be changed except in the cases mentioned in page 13.
• Logos can be knocked out from metallic silver or gold
• White Government logo on red background can be placed side-by-side with the anniversary colour

Typography

• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 330mm.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements
• The entity can use any font type suits its business nature and the colour used should be black only.
• The point size of the Arabic typeface must always be slightly larger than that of the Latin typeface in order for them to appear similar in size. Additional departamental particulars must be 1 to 2 points smaller than the entity name.
• Kashidas (longer spaces between the letters created by extending the lines between the letters without distorting them) may be used with the Arabic logotype. This is to avoid great discrepencies between its length and that of its corresponding Latin logotype.
• The logotype, color and size should not dominate Government of Dubai logo.
• The entity logotype can be enlarged only to the point where its height reaches that of the Entity emblem or it reaches the clearance space of 6X from the Government logo, whichever comes first (see Fig.3).
• All emblems of circular or irregular forms should be positioned (0.5X lower than the logotype baseline to appear visually aligned (see Fig. 1).
• For entity logos made up entirely of type, there is no need for any informative text unless division particulars are to be mentioned (see Fig.2).
• It is recommended that the structure always appear over a white background, but for the sake of building departmental identity, an entity can inject its corporate colour into the background, although not at more than 10% opacity (see Fig.3).
• Never use the entity mark without the Government mark
• Never flip the overall logo structure
• Never alter the specified colour scheme
• Never violate the assigned clearance spaces
• Never apply the Government mark larger than the entity logotype
• Never reverse any part of the entity logo structure
• Never alter logo element orientations
• Never print the logo structure over an image or coloured background

Logo Usage

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and values indicated below). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 30mm.
• Below are some examples of logo misuse. However, not all possible cases of misuse are illustrated here. That is why it is important to strictly follow the guidelines provided in this manual.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Tone And Messaging

• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• About Thuluth Script: Thuluth is one of the most respected and formal Arabic fonts. Deeply rooted in Arabic history, Thuluth was used in the writings of Quranic verses in the holy Kaaba in Mecca.
• An elegantly sloping, cursive, calligraphic script, Thuluth represents firmness, quality and dignity. Thuluth was selected for these noble qualities and a link to a glorious past.

Brand Values

• Mission To set the standard guidelines, which apply to all marketing communications of government entities.
• Vision To communicate the brand image of all Dubai Government entities within consistent guidelines, while retaining the individuality of each and maintaining current emblems.

Visual Style

• The image should have a solid red background with large, prominent Arabic calligraphy at the top, styled in a bold, flowing manner with elegant curves. Below the calligraphy, the text ‘GOVERNMENT OF DUBAI’ should be displayed in capital letters, centered, in a clear, serif font, with a smaller size than the calligraphy. Underneath this, there should be smaller Arabic text, followed by the English translation ‘Government of Dubai Brand Identity – Guideline Book’ and additional information stating ‘Second Edition: April 2011’, also in smaller font. The layout should be clean and organized, with the Arabic and English texts aligned centered and balanced in the composition, all on a solid red background which gives a formal and official appearance.
• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• Thuluth is one of the most respected and formal Arabic fonts. Deeply rooted in Arabic history, Thuluth was used in the writings of Quranic verses in the holy Kaaba in Mecca.
• An elegantly sloping, cursive, calligraphic script, Thuluth represents firmness, quality and dignity. Thuluth was selected for these noble qualities and a link to a glorious past.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0

Iconography

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 330mm.
• Below are some examples of logo misuse. However, not all possible cases of misuse are illustrated here. That is why it is important to strictly follow the guidelines provided in this manual.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Layout And Composition

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 330mm.
• Below are some examples of logo misuse. However, not all possible cases of misuse are illustrated here. That is why it is important to strictly follow the guidelines provided in this manual.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Brand Architecture

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and values indicated below). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 330mm.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Co Branding

• The Government and one entity or more can co-sponsor an event. The guidelines allow for several ways of constructing the sponsorship and partnership panel.
• Non-government entity sponsors are respresented in these templates by the boxes outlined in red.
• Fig.1 In case there is only one Government entity co-sponsor and several non-governmental entity sponsors.
• Fig.2 In case there are two or more Government entity co-sponsors and several non-governmental entity sponsors.
• Fig.3 If the space for sponsors on the application is vertical, the elements can be positioned as such: GOVERNMENT OF DUBAI GOVERNMENT OF DUBAI IIII I□□DD □□□□ DD□□

Digital Guidelines

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0; Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0

Print Guidelines

• In order to clearly identify all entities (main departments, authorities and establishments) directly under the administration of the Government of Dubai, the Government of Dubai logo, as shown below, must be attached to each entity’s corporate mark in a specified position (please refer to page 24).
• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. lt should be red whenever possible (please see the specified Pantones and walues indicated beloTo). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone® Red 185 C R 161 G 141 B 80 C 0 M 91 Y 76 K 0 Black Black R 0 G 0 B 0 C 0 M 0 Y 0 K 0
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width oF 10% of the longest side of any communication. lts minimum width is 330mm.
• Below are some examples of logo misuse. However, not all possible cases of misuse are illustrated here. That is why it is important to strictly follow the guidelines provided in this manual.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Accessibility Guidelines

• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The logo is monochromatic. It should be red whenever possible (please see the specified Pantones and values indicated below). Otherwise, solid black or white must be used.
• On light backgrounds, the logo should appear in red (or black, if necessary). On dark backgrounds, it can be reversed out.
• Pantone Red 185 C: R 161, G 141, B 80, C 0, M 91, Y 76, K 0; Black: R 0, G 0, B 0, C 0, M 0, Y 0, K 0.
• The unit of measure, X, is equal to the height of the word DUBAI in the logotype. This unit of measure will be used throughout these guidelines. The minimum required clearance space around the logo is lX on all sides.
• The Government of Dubai logo should occupy a minimum width of 10% of the longest side of any communication. Its minimum width is 30mm.
• Do not change the colour of the logo
• Do not change the position of any of the logo elements
• Do not change the size of any of the logo elements.
• Do not change the logo typeface
• Do not disproportionately scale the logo
• Do not rotate the logo
• Do not place the logo on complex or high-contrast backgrounds
• Do not reverse out the logo on complex or high-contrast backgrounds
• Do not separate or remove any of the logo elements

Naming Conventions

• The logo is always bilingual and is made up of specially created Arabic calligraphy known as Thuluth Script, and a Latin typeface designed by Herman Zaf named Optima Bold.
• The entity information can either consist of simply its name in Arabic and English (see Fig.1) or can be more detailed, with the addition of division particulars (see Fig.2).
• The fonts used can either be those set in the entity’s own visual guidelines in black only or those set in this manual (see page 23).
• Entities working on designing new logos or revising current logos, should ensure including the official entity name in the logo. The logotype, color and size should not dominate Government of Dubai logo.
• The entity can use any font type suits its business nature and the colour used should be black only.
• The point size of the Arabic typeface must always be slightly larger than that of the Latin typeface in order for them to appear similar in size. Additional departamental particulars must be 1 to 2 points smaller than the entity name.
• Kashidas (longer spaces between the letters created by extending the lines between the letters without distorting them) may be used with the Arabic logotype. This is to avoid great discrepencies between its length and that of its corresponding Latin logotype.

Brand Partnerships

• The Government and one entity or more can co-sponsor an event. The guidelines allow for several ways of constructing the sponsorship and partnership panel.
• Non-government entity sponsors are respresented in these templates by the boxes outlined in red.
• Fig.1 In case there is only one Government entity co-sponsor and several non-governmental entity sponsors.
• Fig.2 In case there are two or more Government entity co-sponsors and several non-governmental entity sponsors.
• Fig.3 If the space for sponsors on the application is vertical, the elements can be positioned as such:

Additional Properties