Dubai Police to unveil new corporate identity

The Dubai Police is all set to launch its new identity, in line with the UAE strategy under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.
The new identity also follows the Dubai Police's own strategic plan 2016-21 and the Dubai Government's Vision 2021.
As part of installing the new identity, the old Dubai Police flags in front of the Dubai Police headquarters and all police stations will be brought down simultaneously and replaced with flags bearing the new corporate identity.
Major-General Abdullah Khalifa Al Marri, Commander-in-Chief of the Dubai Police, will launch the new Dubai Police logo, its smart appl and website, bearing the new identity.
The Dubai Police will conduct a large-scale marketing campaign in the emirate, to introduce the new identity to the public. This will include various marches across Dubai, and information about the new identity made available at shopping malls and public spaces through specialised platforms; and electronic screens on the roads and at the Dubai International Airport and Metro stations and on screens in a number of government and private departments.
Maj Gen Al Marri said: "The Dubai Police's new corporate identity is based on the vision of His Highness Sheikh Mohammed, who said that achieving happiness and positive participation in the UAE community is a goal and a course of action that all government agencies participate in."
He added that the new identity reflects three values that the Dubai Police strives to promote among the public. These are: the development of distinguised services which will reflect positively on the whole community, to protect the security of the emirate and the use of soft power in dealing with people and in communicating with the public. All these values aim to build a safe, happy society.
Well-researched identity
The Dubai Police chief noted that the corporate identity strategy came about after in-depth research was carried out into the history of the force, its achievements, its current scenario and future vision in line with the UAE vision and governmental trends.
The exercise of forming the identity and branding also went through a number of stages, taking into account the rapid change and development of Dubai and its people. The preparation of the identity strategy analysed the role of the Dubai Police at the global level, conducting comparative studies with international police agencies.
Marching out a new image
Major General Mohammed Saeed Al Marri, assistant general commander for Community Welfare and Equipment, said that the implementation of the corporate identity will be synchronised for marketing activities aimed at introducing different members of society to the new identity.
The events will include a series of marches from the major police stations in Dubai, on Thursday. Maj Gen Al Marri said the marches will see patrol and luxury police vehicles, as well as bicycle and motorcycle cops, all bearing the new corporate identity. All the marches will set off simultaneously at 3pm and go on till 7pm.
- amira@khaleejtimes.com
Dubai Police new corporate identity marches
. Al Muraqqabat Police Station: march in Mamzar area from the fishermen's lounge along the Gulf Street to the boathouse on Thursday
. Rashidiya Police Station march from Rabat Street to Dubai Festival City, heading towards Mirdif City Center
. Al Barsha Police Station march on the Palm Jumeirah, starting from Rixos Hotel through Atlantis Hotel to Jumeirah Zabeel Saray (also, an orientation tour of the corporate identity in JBR)
. Jebel Ali Police Station march from the station to the park point next to Ibn Battuta Mall
. Bur Dubai Police Station will hold 3 marches
a) starting from the General Department of Protective Security & Emergency at CityWalk
b) near the Burj Khalifa at the entrance of the fountain area
c) from Jumeirah Street, specifically at the flagpole and rest area near Umm Suqeim, going up to the Burj Al Arab

• UAE
• Dubai

Amira Agarib

amira@khaleejtimes.com