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Dubai Police look smarter in new corporate identity

Dubai - The new identity is based on three principles - security, communication and innovation - and follows the Dubai Police's own strategic plan 2016-21, the Dubai Government's Vision 2021 and the UAE 2071.

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The Dubai Police have launched 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.
Major-General Abdullah Khalifa Al Marri, Commander-in-Chief of the Dubai Police, unveiled a new emblem, smart app and website for the police on Thursday.
Maj-Gen Al Marri also raised the new flag bearing its new corporate identity at the Dubai Police Headquarters, replacing the old flag. As part of installing the new identity, the old Dubai Police flags at all police stations were brought down simultaneously and replaced with the new flags.
Maj-Gen Al Marri was briefed about the new applications and website contents during the launch. "The new identity is based on three principles - security, communication and innovation - and follows the Dubai Police's own strategic plan 2016-21, the Dubai Government's Vision 2021 and the UAE 2071."
New emblem aims to reflect achievements

Maj-Gen Al Marri said the new emblem was designed to reflect the values and principles of the Dubai Police. "The branches form a circle that surround the boat with calm waves - this represents the safety and security surrounding the community and the high values that the Dubai Police are always striving to achieve. We have changed the 'conflicting waves' in the old emblem to 'calm waves' to reflect a safe environment filled with happiness. We simplified the boat and the sail in the emblem for more clarity.
"The new emblem indicates that the Dubai Police have achieved a milestone among security institutions worldwide in their performance, excellence and cooperation in achieving security and in combating crime," he added.
 

Brand awareness

Dr Ahmed Mohammed Al Saadi, director of corporate identity and corporate governance, said the Dubai Police have launched various activities to familiarise the new identity to the public. "Police parades were organised by various police stations today. The Muraqqabat police station parade was held in Al Mamzar area - from the fishermen's rest area along the Gulf Street to the boathouse, while the Naif police station parade was held in the area of its jurisdiction. Other parades were held from Rabat Street to Dubai Festival City and to the Mirdif area towards Mirdif City Centre. 
"Al Barsha police station organised a march on the Palm Island - from the Rixos Hotel through Atlantis Hotel to Jumeirah and Zabeel Saray hotels. An orientation tour of the corporate identity was conducted in the JBR area from the Ritz Carlton Roundabout to the Sofitel Hotel. The Jebel Ali police station organised a parade from their garden area to the Ibn Battuta Mall." 
Three water parades are also being conducted till Saturday, according to Dr Al Saadi. The first was held on Thursday from the Dubai Creek to the Floating Bridge. The second will be held today from the fourth Jumeirah area to the Dubai Marina, while the third will be on Saturday in the Dubai Water Canal - all parades happening from 3pm to 5.30pm."
He added that the corporate identity awareness events will also be held at Dubai's commercial centres and public places, including the Mall of the Emirates, Mirdif City Centre and JBR from until January 9.

People's happiness

Maj-Gen Al Marri said the "biggest challenge for the Dubai Police is to bring happiness to the people of the emirate". "The Dubai Police have creative techniques to ensure their excellence in work. We have regular inspection visits and the executive council holds monthly meetings to follow up all work in process. "To enhance communication with the public, the Dubai Police have sent policewomen to Jordan, Singapore, Saudi Arabia and many other countries, invited their police candidates to our graduation ceremony and also coordinated with diplomatic missions."
He said the Dubai Police will introduce police strategies that focus on innovation and communication with the public. "Recently, on the New Year's Eve, there were 18 mobile police stations to enhance communication with the public and help them in need. We also have an innovation centre that cooperates with the UAE Scientists Council to innovate the force. We will continue to focus on smart intelligence and add more smart services," said the Dubai Police chief.
amira@khaleejtimes.com