DOF Reveals New Corporate Identity to Enhance Brand Image

Photo : Dubai Government Media Office

Today, the Department of Finance (DOF) for the Government of Dubai introduced its new corporate identity, a significant transformation that encapsulates its ambitious strategic directions and adherence to international best practices. This new identity reinforces the department's commitment to supporting Dubai's sustainable development as it pursues global leadership and financial sustainability.

H.E. Abdulrahman Saleh Al Saleh, the DOF’s Director General, expressed pride in the unveiling, stating, “This milestone reflects DOF’s unwavering commitment to innovation and development. It strengthens our role as a key sovereign entity within the emirate’s government and highlights the visionary leadership that has propelled our achievements over the past thirty years.”

Al Saleh emphasized that the new corporate identity embodies the department’s core values, aimed at enhancing the wellbeing of Dubai’s society and boosting the emirate’s global competitiveness. He noted that DOF’s established image and solid reputation would continue to serve as a protective shield for Dubai's accomplishments and provide resilience against potential crises.

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Symbol of Ambition and Heritage

Huda Hamdan Al Shaikh, Executive Director of the Corporate Services Sector at DOF, described the new corporate identity as a reflection of the department’s ambitious vision for the future. This vision is grounded in a steadfast pursuit of financial sustainability and transparency. Al Shaikh highlighted the historical context of the new identity, tracing its roots back to the era of the late Ruler of Dubai, Sheikh Rashid bin Saeed Al Maktoum.

As the central financial body of the Government of Dubai, DOF prioritized emphasizing the connection between its name and that of the emirate when developing the new corporate identity.

Hussain Ali Al Teneiji, Head of DOF’s Communications & Media Office, noted that the new identity draws inspiration from Dubai’s rich Arab heritage while incorporating modern elements for enduring relevance. The design process began with the existing DOF emblem, featuring the department's name written in the traditional Arabic 'Jeli Thuluth' script. This emblem evolved to include the new Arabic name 'Maliyatu Dubai' (Dubai Finance), enhanced with visual and color elements inspired by Dubai’s landscapes—land, sea, air, and space.

Innovative Design Elements

Al Teneiji explained that the revised logo underwent several modifications, introducing clearer structures in the Jeli Thuluth script for 'Maliyatu Dubai,' which resembles the face of a coin. The design preserves the aesthetic beauty of the script while integrating its English counterpart for context. The emblem is crowned with a crescent arch, enhancing its cohesiveness and reinforcing the coin-like appearance, symbolizing the financial realm.

The turquoise color in the new logo conveys balance, creativity, and originality, representing sustainability on a global scale. Complementing this is a golden-brown hue that enhances the upscale corporate image and connects viewers to the legacy of the previous logo. This color combination is inspired by Dubai's natural beauty, reflecting its sea and desert landscapes, where the city’s ambitious projects and sophisticated infrastructure thrive.

Overall, the unveiling of the new corporate identity marks a pivotal moment for the Department of Finance, reaffirming its role in Dubai's dynamic economic landscape while embracing innovation and heritage.