DUBAI BRAND
GUIDELINES
2023As the city of Dubai grows to match the vision of
His Highness Sheikh Mohammed bin Rashid Al Maktoum
UAE Vice President, Prime Minister and Ruler of Dubai,
it is increasingly important to maintain a consistent identity
throughout our communications.
These guidelines provide direction on how to represent
the Dubai Brand’s look and feel across all marketing and
operational material.DUBAI BRAND GUIDELINES 2023
CONTENTS
USEFUL LINKS
BRAND FOUNDATION 4
BRANDMARKS
7
BRAND
BRAND
DESIGN
TYPOGRAPHY
13
LOGOS
FONTS
TEMPLATES
COLOUR PALETTES
15
BRAND USAGE
19
APPLICATIONS
23
HERO IMAGES
MERCHANDISE
EVENT
LIBRARY
CATALOGUE
TOOLKIT
ICONOGRAPHY
33
SOCIAL MEDIA
35
VISUAL CONTENT
37
REQUEST
BRAND
END CARD
DESTINATION
TONE OF VOICE
39
FORMS
ANIMATION
VIDEOS
EVENTS
41
The links above aim to provide support for all creative works, but it
MERCHANDISE
44
is important that all collateral is reviewed and approved by the brand
team prior to launch.
PARTNERSHIPS
46
Please send all files for approval to: dubaibrand@dubaidet.ae
TERMS OF USE
49DUBAI BRAND GUIDELINES 2023
BRAND FOUNDATIONDUBAI BRAND GUIDELINES 2023
STRATEGIC FRAMEWORK
INTERNAL CONVICTION
EXTERNAL EXPRESSION
VISION
PROPOSITION
To be the #1 ‘most visited’ city for global travel, business and events
This highlights the unique identifying features of our brand- the heart and soul. This is how
we connect with the audience
MISSION
DUBAI, WHERE DYNAMIC CONTRASTS
MEET ENDLESS POSSIBILITIES
MOST RECOMMENDED
Commit to making Dubai the world’s most recommended leisure and business destination
HIGHEST RANKINGS
PERSONALITY
Innovatively and effectively raise the international profile of Dubai’s tourism and
commercial offering
These traits humanise the brand and are to be used in storytelling (visual or written) on all
our marketing communication.
SERVICE EXCELLENCE
Redefine traveller expectations with cutting-edge solutions and service excellence across
WELCOMING
all tourism touchpoints.
We are a harmonious and welcoming city; a mosaic of diverse cultures and
DIVERSE EXPERIENCES
experiences
Pioneer multi-dimensional experiences that make people want to visit and revisit Dubai
INSPIRING
RESPONSIBLE LEADER
A city of visionaries with a strong foundation of determination and ambition
Ensure that tourism continuously strengthens Dubai’s economy, while maintaining the
highest levels of safety and sustainability
SPIRITED
A bold and energetic city with an instinct to thrive
PROMISE
AUTHENTIC
The brand promise is the value or experience our audience can expect to receive every single time they
A city true to i…DUBAI BRAND GUIDELINES 2023
MANIFESTO
I am where cultures fuse
INSPIRATION
and contrasts meet
an oasis of endless possibilities
داخلــــــــك مـــــــارد هـــــــو العـــــــزم وتكـــــــون
بــــــه قــــــوي العـــــزم صوتـــــك لـــــه صـــــداه
Within you is the spirit of a giant.
Within me is the spirit of a giant
When it is strong, your voice will
whose voice echoes across the world
echo throughout the world.
Extract from “Positive Spirit”, a poem by
His Highness Sheikh Mohammed Bin Rashid Al
Maktoum
I am here, I am ready
My story continues
I am
DUBAI MESSAGING HOUSE
6DUBAI BRAND GUIDELINES 2023
BRANDMARKSDUBAI BRAND GUIDELINES 2023
BRANDMARKS
These are the house brandmarks.
They follow an UMBRELLA
architecture model, where the
brandmark spans accross a range
of sub-brands.
CITY OF DUBAI
DEPARTMENT OF ECONOMY
BRANDMARK
AND TOURISM BRANDMARK
Used to represent the Department of
Used to market the destination, both locally
Economy and Tourism, usually alongside the
and globally, to external visitors & residents.
Government of Dubai brandmark.
GOVERNMENT BRANDMARK
DUBAI CALENDAR
DUBAI BUSINESS EVENTS
BRANDMARK
BRANDMARK
Used to promote citywide upcoming shows,
Used to promote Dubai as a host city for
events & festivals.
business events.
8DUBAI BRAND GUIDELINES 2023
BRAND ANATOMY
The brandmark consists of 2
Layer 1: ENGLISH
layers inspired by the cultural
fusion of Dubai.
It combines the Arabic and Latin
alphabets thus reflecting a city
where the world comes together.
Layer 2: ARABIC
9DUBAI BRAND GUIDELINES 2023
CITY OF DUBAI BRANDMARK
PRIMARY
WHITE BRANDMARK
ORIGINAL COLOURS
BLACK BRANDMARK
to use on black/dark backgrounds
Use the original coloured logo ONLY on an
to use on white/light backgrounds
all-white or all-black design without an image
CITY OF DUBAI BRANDMARKS
10DUBAI BRAND GUIDELINES 2023
DUBAI CALENDAR BRANDMARK
PRIMARY
ORIGINAL COLOURS
WHITE BRANDMARK
BLACK BRANDMARK
Use the original coloured logo ONLY on an
to use on black/dark backgrounds
to use on white/light backgrounds
all-white or all-black design without an image
DUBAI CALENDAR
DUBAI CALENDAR
BRANDMARKS
GUIDELINES
11DUBAI BRAND GUIDELINES
DUBAI BUSINESS EVENTS BRANDMARK
PRIMARY
WHITE BRANDMARK
ORIGINAL COLOURS
BLACK BRANDMARK
to use on black/dark backgrounds
Use the original coloured logo ONLY on an
to use on white/light backgrounds
all-white or all-black design without an image
DUBAI BUSINESS EVENTS BRANDMARKS
12DUBAI BRAND GUIDELINES 2023
TYPOGRAPHYDUBAI BRAND GUIDELINES 2023
TYPOGRAPHY
BRANDMARK / SUPPORTING TEXT ONLY
For example:
DUBAI BT
PRINT
ARABIC & CYRILLIC
SECONDARY
ENGLISH
MANDARIN
DIN NEXT LT
DIN
PINGFANG SC
DUBAI FONT
For emails, official letters, and presentations ONLY
DIGITAL
ARABIC
CALLIGRAPHY
ENGLISH
EXPERIMENT
DROID KUFIC
CALIBRI
BRUSH SCRIPT
For social media usage ONLY
14DUBAI BRAND GUIDELINES 2023
COLOUR PALETTESDUBAI BRAND GUIDELINES 2023
CITY OF DUBAI COLOUR PALETTE
PRIMARY COLOURS
SECONDARY COLOURS
DUBAI BEIGE
DUBAI PURPLE
DUBAI BLUE
COOL GREY
DUBAI DARK TEAL
PANTONE® 7527 C
PANTONE® 2192 C
PANTONE® 241 C
PANTONE® 5473 C
PANTONE® COOL GRAY 10 C
#D6D2C4
#C9319A
#009BD8
#115E67
#63666A
C12 M10 Y14 K0
C29 M93 Y0 K0
C100 M15 Y0 K0
C86 M24 Y33 K43
C57 M46 Y40 K25
R214 G210 B196
R186 G44 B135
R0 G144 B215
R17 G94 B103
R99 G102 B106
DUBAI DARK RED
DUBAI DARK PURPLE
DUBAI ORANGE
PANTONE® 187 C
PANTONE® 7657 C
PANTONE® 172 C
#A6192E
#6E2B62
#FA4616
C49 M99 Y0 K27
C0 M100 Y74 K26
C0 M80 Y98 K0
CITY OF DUBAI COLOUR PALETTE
R110 G43 B98
R166 G25 B46
R250 G70 B22
16DUBAI BRAND GUIDELINES 2023
DUBAI CALENDAR COLOUR PALETTE
PRIMARY COLOURS
SECONDARY COLOURS
COOL GREY
DUBAI BEIGE
GREY 2
DUBAI RED
DUBAI YELLOW
PANTONE® 7527 C
PANTONE® COOL GREY 3 C
PANTONE® COOL GRAY 10 C
PANTONE® 1375 C
PANTONE® 186 C
#C8C9C7
#D6D2C4
#63666A
#FCAA28
#E5152E
C18 M13 Y10 K0
C12 M10 Y14 K0
C57 M46 Y40 K25
C0 M47 Y94 K0
C10 M100 Y93 K0
R200 G201 B199
R214 G210 B196
R99 G102 B106
R252 G154 B0
R213 G18 B33
DUBAI ORANGE
DUBAI MAROON
DUBAI DARK TEAL
PANTONE® 1815 C
PANTONE® 5473 C
PANTONE® 172 C
#7C2629
#FA4616
#115E67
C2 M97 Y72 K52
C0 M80 Y98 K0
C86 M24 Y33 K43
DUBAI CALENDAR COLOUR PALETTE
R250 G70 B22
R124 G38 B41
R17 G94 B103
17DUBAI BRAND GUIDELINES 2023
DUBAI BUSINESS EVENTS COLOUR PALETTE
PRIMARY COLOURS
SECONDARY COLOURS
#007CBA
COOL GREY
DUBAI BLUE
DUBAI TEAL
DUBAI BEIGE
GREY 2
PANTONE® 7527 C
PANTONE® 2192 C
PANTONE® 3258 C
PANTONE® COOL GREY 3 C
PANTONE® COOL GRAY 10 C
#C8C9C7
#D6D2C4
#00D3B4
#009BD8
#63666A
C18 M13 Y10 K0
C12 M10 Y14 K0
C70 M0 Y40 K0
C100 M15 Y0 K0
C57 M46 Y40 K25
R200 G201 B199
R214 G210 B196
R0 G199 B176
R0 G144 B215
R99 G102 B106
DUBAI DARK PURPLE
DARK GREEN
DUBAI DARK TEAL
PANTONE® 548 C
PANTONE® 7657 C
PANTONE® 5473 C
#003D4C
#6E2B62
#115E67
DUBAI BUSINESS EVENTS
C100 M8 Y11 K74
C49 M99 Y0 K27
C86 M24 Y33 K43
COLOUR PALETTE
R0 G61 B76
R110 G43 B98
R17 G94 B103
18DUBAI BRAND GUIDELINES 2023
BRAND USAGEDUBAI BRAND GUIDELINES 2023
CITY OF DUBAI BRANDMARK
PLACEMENT RULES
EXCLUSION ZONE
It is important that the brandmark is given sufficient space
wherever it appears to maximise visibility.
The minimum exclusion zone around the brandmark should
always be no less than 1 daal - “( top”د part of the letter “A”)
ALIGNMENT
Always align the logo from the baseline,
not the dots at the bottom.
MINIMUM SIZE
Width: 20mm
Applies for all brandmarks
20 mm
20DUBAI BRAND GUIDELINES 2023
BRANDMARK WITH SUPORTING TEXT
PLACEMENT RULES
This applies for all brandmarks
EXCLUSION ZONE
with supporting text:
It is important that the brandmark is given sufficient space
wherever it appears to maximise visibility.
The minimum exclusion zone around the brandmark should
always be no less than 1 daal - “( top”د part of the letter “A”)
ALIGNMENT
Always align the logo from the baseline,
not the dots at the bottom.
MINIMUM SIZE
Width: 20mm
Applies for all brandmarks
20 mm
21DUBAI BRAND GUIDELINES 2023
BRANDMARK INCORRECT USAGE
Do not change the spacing of the letters
Do not change the proportions of the brandmark
Do not apply any effects such as drop shadow,
Do not use colours without brand team approval
and do not apply any distortion such as perspective,
inner glow, etc.
warp or other
Do not italicise the brandmark
Do not crop the logo
Do not leave any elements out
Do not blur the brandmark
22DUBAI BRAND GUIDELINES 2023
APPLICATIONSDUBAI BRAND GUIDELINES 2023
BRANDMARK POSITION & SIZE
Place the brandmark either:
On the top / bottom right corner of the page
OR
On the top / bottom middle of the page
The brandmark should be equal to:
1/4 of the width if the page is vertical
OR
1/6 of the width if the page is horizontal
24DUBAI BRAND GUIDELINES 2023
SHAPES
These shapes are extracted from the
brandmark curves.
It can carry the colours and be used as a
container for both imagery and text.
Discover all that’s
possible in Dubai.
visitdubai.com
CLICK
visitdubai.com
HERE
DUBAI SHAPES
25DUBAI BRAND GUIDELINES 2023
BRANDMARK USAGE
AL SAFEER
NETWORKING
DOs
EVENT 2023
• Transparency of the box should be at
Lorem ipsum dolor sit amet, consectetur adipisc-
ing elit. Ut non ipsum est. Praesent in justo lectus.
Nulla euismod bibendum tortor. Mauris eget est
sed felis pharetra auctor. Suspendisse pellen-
tesque, felis eu elementum euismod, ante est
minimum 70%
consectetur libero, non vestibulum lacus velit et
massa. Nam ut fermentum odio. Curabitur vitae
scelerisque odio. Mauris tristique est et sollicitudin
interdum. Quisque mattis velit in tincidunt tempus.
Proin condimentum at nunc eget tincidunt.
• White logo to be used on all layouts.
Nulla facilisi. Aenean ut ante nisl. Nulla volutpat
dapibus erat, quis varius arcu mollis vel. Vestibu-
lum in fermentum ante. Integer porttitor, orci tinci-
dunt imperdiet commodo, risus massa sagittis leo,
BROCHURE
tempus sollicitudin dolor.
• The box to be placed on top of the image
visitdubai.com
leaving clear space
Discover all that’s
possible in Dubai.
visitdubai.com
• When placed on an image, make sure the
background does not clash with the white
Examples of correct usage of brandmark.
brandmark
DON’Ts
• Reduce the opacity of the box lower than 70%
• Use the colour brandmark on any layouts
Discover all that’s
AL SAFEER
possible in Dubai.
NETWORKING
• Place the box on the edge of the artwork
visitdubai.com
EVENT 2023
Lorem ipsum dolor sit amet, consectetur adipisc-
ing elit. Ut non ipsum est. Praesent in justo lectus.
Nulla …DUBAI BRAND GUIDELINES 2023
PRINT ADS
SINGLE SPREAD
DOUBLE SPREAD
Note: Please email dubaibrand@dubaidet.ae to to share your brief and requirements..
27DUBAI BRAND GUIDELINES 2023
BOOKLETS
CITY GUIDE
CITY MAPS
CITY GUIDE
CITY MAPS
Note: Please email dubaibrand@dubaidet.ae to to share your brief and requirements..
28DUBAI BRAND GUIDELINES 2023
EMAILER
PORTRAIT
Emailers should have a fixed width
of 640px while the height needs to
be at 480px minimum.
LANDSCAPE
EDM TEMPLATES
29DUBAI BRAND GUIDELINES 2023
ROLL UPS
There are three options for roll ups:
• A full image roll up with the brandmark
• A full image with shapes, text and
the brandmark
• A full colour roll up with the brandmark
ROLL UPS TEMPLATES
30DUBAI BRAND GUIDELINES 2023
DIGITAL ADS
HORIZONTAL
VERTICAL
NEWSLETTER
NEWSLETTER – MONTH 2023
LOREM IPSUM DOLOR SIT AMET, CONSECTETUR
ADIPISCING ELIT, SED DO EIUSMOD.
CLICK
Lorem ipsum dolor sit amet,
Lorem ipsum dolor sit amet,
consectetur adipiscing elido.
consectetur adipiscing elido.
HERE
Lorem ipsum dolor sit amet, consectetur adipiscing
Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore et
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea
nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat.
commodo consequat.
FIND OUT MORE
FIND OUT MORE
Lorem ipsum dolor sit amet,
Lorem ipsum dolor sit amet,
consectetur adipiscing elido.
consectetur adipiscing elido.
Lorem ipsum dolor sit amet, consectetur adipiscing
Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore et
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea
nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat.
commodo consequat.
FIND OUT MORE
FIND OUT MORE
SQUARE
Lorem ipsum dolor sit amet,
Lorem ipsum dolor sit amet,
consectetur adipiscing elido.
consectetur …DUBAI BRAND GUIDELINES 2023
BLACK BRANDMARK
The black brandmark is to be used
for special events and merchandise
approved by the brand team.
32DUBAI BRAND GUIDELINES 2023
ICONOGRAPHYDUBAI BRAND GUIDELINES 2023
ICONOGRAPHY
Here are some examples of icons that
CONTACT
can be used on collaterals.
When designing your own, please ensure
icons have a gap that ends with a curve.
TRAVEL & TOURISM
TRAVEL & TOURISM
ATTRACTIONS
ATTRACTIONS
ICONOGRAPHY COLLECTION
34DUBAI BRAND GUIDELINES 2023
SOCIAL MEDIADUBAI BRAND GUIDELINES 2023
SOCIAL MEDIA
Our social media footprint is a unified
experience across all major global and local
channels and serves as a conversation and
advocacy platform.
In the guidelines below, an in-depth look on
how to represent the brand on each channel.
SOCIAL MEDIA GUIDELINES
36DUBAI BRAND GUIDELINES 2023
VISUAL CONTENTDUBAI BRAND GUIDELINES 2023
VISUAL CONTENT
Art direction for all photography & videos
must include at least one of the three
keys: people, places and detail.
A story can be told using multiple shots
from the same shoot that illustrates all
three art direction keys.
VISUAL CONTENT RULES
END CARD LOGOS
& SPECIFICATIONS
38DUBAI BRAND GUIDELINES 2023
TONE OF VOICEDUBAI BRAND GUIDELINES 2023
DEFINING OUR TONE OF VOICE
CONVERSATIONAL
SOFTLY SPOKEN
BOISTEROUS
EFFUSIVE
WHISPER
THIS IS US
For people to build a lasting relationship
VOLUME
with our brand, all our communications
should be consistent and engaging.
LAID-BACK
What is Dubai’s tone of voice?
FRENETIC
SPIRITED
THIS IS US
ALERT
Personified, we’re your trusted
CALM
neighbour or friend – one who’s cheerful,
approachable and knowledgeable.
ENERGY
Use the visual guide as a base for
OVER-FAMILIAR
writing content.
WELCOMING
RESERVED
FRIENDLY
CLIQUEY
THIS IS US
SOCIABILITY
CONFIDENT
ARROGANT
THIS IS US
MODEST
BRASH
SHY
WRITING STYLE GUIDE
ATTITUDE
40DUBAI BRAND GUIDELINES 2023
EVENTSDUBAI BRAND GUIDELINES 2023
EVENTS AND EXHIBITIONS
Events and exhibitions are strong
branding platforms.
The branding should be visible, well
positioned and well illuminated.
DUBAI EVENTS TOOLKIT
42DUBAI BRAND GUIDELINES 2023
INTERIORS
Meeting rooms and interiors are
designed using light colours, such
as white and cream, to ensure that
the visuals and the brandmark are
highly visible.
ARABIAN TRAVEL MARKET
43DUBAI BRAND GUIDELINES 2023
MERCHANDISEDUBAI BRAND GUIDELINES 2023
MERCHANDISE
MIRZAM X DUBAI COLLECTION
LITTLE MAJLIS
MERCHANDISE CATALOGUE
REQUEST FORM
POP COLLECTION
HONEY BOX
Note: These collections are subject to availability.
Find more collections in the catalogue.
45DUBAI BRAND GUIDELINES 2023
PARTNERSHIPSDUBAI BRAND GUIDELINES 2023
PARTNERSHIP LOCKUP
Minimum 5x
Depending on space
x
When using the Dubai brandmark as an official
endorsement, partners must meet certain criteria:
• The potential partner is considered a
flag bearer for Dubai, or have an agreed
partnership or MOU with Department of Economy
and Tourism.
x
• Events or festivals, where Department of
Economy and Tourism is affiliated as a sponsor
or host.
• The government department or private
Minimum 5x
sector partner consistently communicates
Depending on space
Dubai to travellers and residents alike,
opening up the brand to a broader audience.
• Endorsement does not pose any significant
negative risks to the equity of Brand Dubai.
47DUBAI BRAND GUIDELINES 2023
PARTNERSHIP COLLATERAL
Organisations that are permitted to use the Dubai
brandmark as an endorser or partner must adhere
to the following rules of usage:
• The brandmark may only be used on
communication materials, and not on
marketing collateral.
• Only the brandmark itself is available as a mark
of endorsement; no other elements of the visual
language are to be used.
• Whenever possible, the brandmark should
sit either in the top or bottom right corner of a
composition.
• Communications by partners may reference
the Department of Economy and Tourism portal:
visitdubai.com below the brandmark as a lock up.
48DUBAI BRAND GUIDELINES 2023
TERMS OF USEDUBAI BRAND GUIDELINES 2023
i. Limited Permitted Uses
TERMS OF USE
Subject always to the Use Requirements and the Restrictions on Use set forth herein, the Marks may be used in the following cases only:
(a) Personal, Non-Commercial Use: The Marks may be used on a non-exclusive basis for personal, non-commercial purposes
only. The permission granted herein is non-transferrable nor assignable to any person and/or entity. Title to and all rights of
ownership in the Marks shall remain with DET at all times. All reasonable steps shall be taken to ensure that the Marks
shall only be used for those purposes set forth herein and that no unauthorised use of the Marks shall be permitted.
For the Dubai logo
Other than as set out above, the Marks may not be used for any other purpose whatsoever without the prior written consent of DET.
The Dubai logo and associated marks
ii. Use Requirements
(the Marks) are proprietary and owned
(a) Brand Guidelines. The Marks shall only be used in strict accordance with the guidelines as provided by DET. For any
exclusively by the Government of Dubai,
questions or clarifications with respect to proper applications of the guidelines, please contact dubaibrand@dubaidet.ae
(b) Attribution. The following statement shall appear on any medium where the Marks are used: “The Dubai logo is a
Department of Economy and Tourism
registered trademark of the Government of Dubai, Department of Economy and Tourism is licensed in accordance with the
(DET) and may not be …
