Visual Identity for UAE Government Entities

Centralized guidelines for government branding

Helping the UAE government promote a cohesive identity among 44 federal entities, which have developed their own visual expressions. To ensure consistency across all government agencies, updated brand guidelines have been created and made available on a centralized online platform.

Balancing freedom and consistency

To gain insight into the guidelines’ limitations, we facilitated four workshops that enabled stakeholders to voice their needs. Regardless of whom we spoke to, the message was clear: the guidelines needed to be more adaptable, distinct, and custom to each entity.

Several entities, three lockups

We established a brand architecture that our team used to design new content and organizational structures to deliver a better, more coherent information flow to satisfy the different needs of the various types of entities. The new standards ensure intelligibility in English and Arabic across print and digital while covering everything from chapter dividers to production criteria.

Streamlined access to guidelines and assets

The portal is a central hub for users to browse guidelines, download assets, stay updated, review FAQs, and submit requests. It's designed for maximum accessibility and flexibility, allowing the GCO to update the guidelines as new needs arise and ensure the brand's longevity.

Color for cohesion

We developed a primary color palette to align with the overall purpose of establishing a consistent brand image across all government entities. By adhering to this palette, entities can ensure effective communication, brand recognition, and credibility with their audiences.

Consistent communication with typography

As a vital component of the UAE government's visual identity system, typography plays a significant role in establishing a clear and recognizable brand image. Adhering to the typography guidelines ensures a consistent message across all applications and helps build trust with audiences.

Imagery with humanity

By infusing stories with a sense of humanity, images can forge meaningful connections with audiences. As government entities, the photos serve as a reflection of the community, values, culture, and responsibilities, capturing the essence of the message and inspiring engagement.