Dubai Police gets a new corporate identity

DUBAI 7 June 2017: His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, has approved Dubai Police’s new corporate identity strategy, which is based on three core principles; innovation, security, and connection.

The new strategy falls in line with the goals set by Dubai Police strategic plan 2016-2021, and is aligned with Dubai government plan 2021, and inspired by the UAE Centennial 2071 Plan, to ensure the highest levels of security, safety and happiness for Emiratis and expatriates.

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Sheikh Mohammed was briefed on the phases of preparing the strategy, which involved setting up broad outlines and reviewing achievements and contributions made by Dubai Police in serving the country as well as its visitors over the years.

Sheikh Mohammed praised efforts of the police service and its keenness to implement the best internationally recognised practices and experiences. His Highness instructed Dubai Police to carry on with its development process while maintaining the highest standards to keep abreast of the rapid development experienced by various sectors in the emirate.

The new strategy aims to strengthen the efficiency and competence of police to deal with any challenges to ensure safe and stable life for all community members, as well as a better work environment in the emirate.

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Major General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police, said the new corporate identity strategy is inspired by Sheikh Mohammed’s vision for building a safe and productive community capable of introducing positive changes and adding value to all aspects that can help improve people’s lives.

Al Marri said Sheikh Mohammed focuses on happiness and positivity as the key to a successful life. “The strategy is based on three key principles: innovation, security and connection that reflect Dubai’s approach towards the future,” Al Marri added.

By Rajive Singh