Sharjah Commerce and Tourism Development Authority reveals emirate's brand new colours

Other guests at the event included various VIPs, senior officials and a large number of media representatives.

The new brand mark development was initiated by the SCTDA with the aim of branding the emirate as a top regional and international tourism and business destination. Sharjah's new identity highlights the emirate's many unique attractions and will play a vital role in augmenting the emirate's position on the world tourism and business maps.

In a speech given during the ceremony, the SCTDA's chairman, Sheikh Sultan bin Ahmed bin Sultan Al Qassimi, said, 'Since the establishment of the SCTDA, we have systematically driven forward our robust promotional strategy, with special focus on highlighting the attractions and uniqueness of the emirate, presenting it as a distinguished tourist destination.

In the course of its endeavours, the Authority has utilized support and resources from every possible source to forward its aims, and those of H.H Sheikh Sultan bin Mohammed. We have participated in local, regional and international platforms and organized prestigious local events with His Highness' support, it is these events that have contributed significantly to enhancing the emirate's position in the global tourism market.'

'The announcement of the new brand of Sharjah is the result of two years of hard work with the aim of presenting Sharjah's integrated identity and personality to the public to highlight the emirate's attractions for tourists and investors alike. This brand is not simply a slogan, but an all-inclusive identity whose inherent character provides clear direction and serves as a yardstick by which we can continue to promote the emirate on an international stage.'

The ceremony saw the launch of the emirate's new identity, with visual elements including symbol, typography and colours. The SCTDA presented its new promotional strategy for the emirate, which features new ways in which successes can be leveraged for maximum effect, and points specifically to cooperation between the various different departments and organizations operating in the emirate.

Sheikh Sultan bin Ahmed concluded his address with a message of thanks to H.H Sheikh Sultan bin Mohammed bin Sultan Al Qassimi, presenting the ruler of the emirate with a special gift in recognition of his unwavering support for the SCTDA's efforts and initiatives.

The visuals for the new Brand Sharjah consist of a combination of symbols, colours and typography, representing several aspects of the emirate's identity, and will become the standard branding used in all future communications. The emirate's new brandmark comprises three elements, namely the Sharjah symbol, the Arabic word mark for Sharjah and the Latin word for Sharjah.

These are rendered in a combination of light and deep blue, gold, purple and orange, with each of the colours symbolising a particular facet of the emirate's identity: Light blue for wellbeing and the East Coast, Deep blue for education, Gold for business and industry, Purple for art, heritage and culture and orange for tourism and retail.

The SCTDA has called on residents and businesses in Sharjah to make the emirate's new identity their own, and to embrace the objectives of the new brand, fuelling the Authority's ongoing campaign to promote Sharjah as a world-class tourism and business destination.