Brand Dubai launched it as a distinctive title for a vibrant segment
In the video, the slogan "Jumeirah" tells the story of a region that witnesses the development of Dubai
The project adds an aesthetic dimension to the Jumeirah area and contributes to conveying the sublime message of culture and art.
From the source
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Brand Dubai, the creative arm of the Dubai Government Media Office, and in partnership with the Roads and Transport Authority in Dubai, the Dubai Municipality, the Department of Tourism and Commerce Marketing, the Dubai Sports Council and the Culture and Arts Authority in Dubai, announced the expansion of the application of the visual identity of the “Jumeirah Project”. Based on the importance of this project, with all its initiatives and activities, that added new dimensions to this vital region, which enjoys a special position at the societal and cultural level, due to its connection to the history of Dubai, and as a witness to the various stages of development that the emirate has gone through during the past decades.
The visual identity of the Jumeirah project is based on the slogan, which was designed with simplicity in mind, as it came in the form of the word "Jumeirah in Arabic", which was written in a creative manner that expresses more than one idea.
The Director-General of the Dubai Government Media Office, Mona Ghanem Al-Marri, said that “the visual identity of the Jumeirah project came in implementation of the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and His Highness’s directives to transform Dubai into an open museum.” The visual identity gives a unified title to an innovative project whose aim is to highlight the importance of this vital region that is located in the heart of the city, and with its various components represents a historical, civilizational and societal value in Dubai, as thousands of residents or visitors from the area passes through this street daily from within the emirate or from the rest of the country. As well as tourists, due to the large number of facilities and facilities on Jumeirah Street and various service facilities.
Historical value
Al Marri expressed Brand Dubai's pride in this project, as it is responsible for an important part of its strategy aimed at highlighting forms of creativity in Dubai. The Jumeirah project includes a set of creative works, events, artistic, sports, cultural and community activities that confirm the important creative and historical value of this part of Dubai. And with fruitful cooperation and constructive partnership with all stakeholders.
She explained that the next stage will witness further expansion in the practical applications of using the visual identity and the Jumeirah logo, so that the logo will become a distinctive symbol of a vibrant and creative region in its various forms.
Al-Marri thanked the participating parties “transforming the Jumeirah project into a living reality, through the efforts made by those bodies and the activities they organize, and the projects they implement that serve the community and raise the name of Dubai among the most prestigious and advanced cities in the world, especially since Jumeirah Street is One of the most important landmarks that visitors from outside the country are keen to visit and enjoy its unique vitality and spirit.
Visual identity
For his part, Matar Mohammed Al Tayer, Director General and Chairman of the Board of Directors at the Roads and Transport Authority, said, “The project adds an aesthetic dimension to the Jumeirah area and contributes to conveying the sublime message of culture and art as a global language in communication between different peoples of the world, especially since the UAE lives on Its land has more than 200 nationalities, carrying different cultures, and the most important element that can bring them together is culture and art.
He added: “The Roads Authority, in cooperation with Brand Dubai, will implement, in the coming period, many projects and initiatives that support the strategic plan of the Jumeirah project, including the Jumeirah stations to beautify the waiting areas for public transport, and the addition of technical models that increase the creative space for these parking spaces, in addition to using the visual identity of the project. On the main road and transport authority signs located on three vital streets, which are 2nd December Street, Umm Al Sheif Street, and Umm Suqeim Street.
Meanwhile, the managing director and CEO of Dubai Electricity and Water Authority, Saeed Mohammed Al Tayer, said: “We are keen to strengthen Dubai’s position as an incubator for creativity and transform it into an open art museum that demonstrates the city's special identity as one of the fastest growing and most diverse cities in the world.”
"We are pleased to support the efforts of Brand Dubai, in the Jumeirah project, through many creative events and activities, including hosting the Earth Hour event in Jumeirah," he added.
He pointed out that “the authority will also implement, during the coming period, in cooperation with Brand Dubai, many artistic murals on its facilities in the Jumeirah area, with the aim of highlighting the important creative and historical value of the Jumeirah area that is related to the history of Dubai, and as long as it is a witness to the development of the emirate and a bridge linking its past with its present.” .
Video |
Launching the "Jumeirah" logo, which contains the elements that characterize the region and make it beloved by its residents and visitors # Emirates_Today pic.twitter.com/Uhp5ftsGwQ
- Emirates Today (@emaratalyoum) December 15, 2020
Beautiful look
For his part, Director General of Dubai Municipality, Dawood Al Hajri affirmed, “The municipality is keen to activate the use of the logo in all facilities and events affiliated with it established in the Jumeirah area. , In addition to many new projects related to visiting the green spaces and aesthetic formations of the region.
"Jumeirah today, with its distinctive logo that gives the impression of the pulse of the living city, has become a destination for tourists from everywhere, and the municipality will continue its keenness to implement all its projects and activities in the region," he added.
As for the Director-General of the Department of Tourism and Commerce Marketing in Dubai (Dubai Tourism), Hilal Saeed Al-Marri, he said, "Enhancing the practical steps to activate the Jumeirah logo comes in the context of adopting creative and creative ideas that will establish the Jumeirah area as a tourist attraction, whether for visitors from inside or outside the country." .
For his part, the Secretary General of the Dubai Sports Council, Saeed Hareb, said that the Jumeirah area has been associated with sports, and has become a center for organizing the most important international and local tournaments and events for various sports, whether held on its wonderful beach or modern lanes for running and bicycles, or on its street that extends for kilometers.
In turn, Director General of Dubai Culture, Hala Badri said, “We are pleased in the authority to work with Brand Dubai, as we share with it its mission and vision aimed at transforming Dubai into an open museum through arts and cultural activities that are organized in the city, as part of the endeavors aimed at establishing an environment Cultural and artistic in Dubai, so that arts and creativity are available to everyone at all times.
She added, "Jumeirah is full of many symbols that embody Dubai's position, due to its history and unique position, and we are keen to support and join this initiative, especially since we have many cultural assets in this region."
Creative connotations
The bends in the word "Jumeirah" express the waves of the waters of the Gulf on which Dubai is located on its banks. The bends included in the logo are consistent with the traditional architectural style of the buildings that were built on the street before the renaissance of urban development that Dubai witnessed several decades ago, while reflecting the sharp edges and lines in The slogan of modernity and the modern architectural style that pervaded most of the emirate.
The design also included features of key elements of the road, as the design of the third letter from Jumeirah (Y) symbolizes the traffic signals distributed along the street, while the fourth and fifth letters “R and A” symbolize the main street of the area, while the logo came in blue, the color of the sea water that it is associated with Jumeirah, and it was part of the cultural and social heritage of this region in particular and Dubai in general.
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