Dubai Police launches new brand identity with Zia Creative

Dubai Police is launching a revamped brand identity based on the key values of innovation, security, and connection

H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, gave the go-ahead for the new brand identity of Dubai Police due to the need to continue to develop in accordance with the highest standards and to keep pace with the rapid development movement witnessed by all sectors of the state, explains the agency responsible for the rebranding, Zia Creative.

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The three tenets of the rebranding are:

Innovation to improve quality of life for the entire Dubai population

Security to establish a connection with people

Connection to connect with the wide network of the Dubai population

Aiming to make Dubai the most advanced and safe city in the world, where people from across the globe can live peacefully and happily, Dubai Police has set forth the slogan “Smart. Secure. Together” as part of its new brand identity.

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The unveiling of the details of the new corporate identity in line with the Dubai Police 2016-2021 strategic plan, and the Dubai 2021 Government Plan and the UAE 2071 Vision, began by bringing down the old flags of Dubai Police in front of the General Head Quarters building, and replacing them with flags bearing the new corporate identity. HE Major General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police, launched the new Dubai Police logo, the Smart Application and the Dubai Police website with the new corporate identity. The flag was replaced on the mast of the Reception of the main General Headquarters building.