Dubai’s Jumeira gets a ‘branded’ look

DG Staff

DUBAI 16 December 2020: A destination brand identity campaign has begun for Jumeira, aimed at further raising the neighbourood’s profile as a social and cultural hub that provides diverse creative and aesthetic experiences for residents and visitors.

The campaign is being run by Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), in partnership with the Roads and Transport Authority (RTA), Dubai Electricity and Water Authority (Dewa), Dubai Municipality, Department of Tourism and Commerce Marketing, Dubai Sports Council and Dubai Culture and Arts Authority.

The new campaign forms part of the Jumeira Project, an initiative launched in 2018 to transform the neighbourhood into a creative and social destination. The brand identity campaign seeks to highlight Jumeira’s unique character as a bridge between the city’s past and present. The campaign also celebrates the combination of Emirati heritage and cosmopolitan urban spirit that defines Jumeira.

The various design elements of the destination logo, which features the Arabic word Jumeira, capture the essence of a neighbourhood that in many ways represents the soul of Dubai. The curves in the logo represent the waves, street fences and traditional architectural style commonly found in the neighborhood while its sharp angles represent the design of its modern buildings. Key elements of the design also reference traffic signals and the road, signifying Dubai’s development journey and its vision for the future. The blue color of the logo is inspired by the sea that has deeply influenced Jumeira’s character both in the past and present.

Mona Al Marri, Director General of the Government of Dubai Media Office said: “The Jumeira brand identity initiative is aligned with the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum’s vision to raise Dubai’s profile as a cultural and tourism destination both regionally and globally. Through the campaign, we seek to highlight the neighbourhood’s vibrant character and its rich history. While being deeply rooted in the country’s traditional culture, Jumeira also represents the progressive values and aspirations that have shaped Dubai including its futuristic vision and inclusive ethos. The initiative is part of Brand Dubai’s efforts to infuse a new creative energy into one of the city’s prominent neighborhoods and showcase its distinctive heritage, modernity and innovative spirit.”

Dawoud Al Hajri, Director General of Dubai Municipality, said: “Dubai Municipality is committed to support the Jumeira Project by enhancing the urban ambience in the neighbourhood through a series of civic development and landscaping projects. Apart from being a prominent commercial hub, Jumeira features beautiful neighbourhoods and green areas that have turned it into an open park. The neighbourhood is also distinguished by its blend of heritage and modern architecture, which gives it a unique identity. Dubai Municipality’s projects in Jumeira included 23 distinctive murals created on Jumeira road. The project was implemented in 2018 in partnership with Brand Dubai as part of the Jumeira Project. Through these initiatives, which are focused on transforming the neighbourhood into a place of creative connection and engagement, we seek to celebrate the cultural dynamism and innovation that are an integral part of life in Jumeira.”

The Jumeira logo is currently displayed on the main directional signages on Jumeira Road and billboards in the area. The logo will also be used by government and semi-government entities when organising activities and events in Jumeira. Hotels, restaurants and cafes along the Jumeira Road will also display the logo at their premises.

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