SCTDA organizes a workshop for Sharjah Government's departments and authorities

The workshop also presented an opportunity to discuss ways in which the SCTDA and the various government departments and authorities might cooperate in the implementation of the objectives of this new identity, for effective promotion of the emirate of Sharjah and all its economic sectors, in accordance with the Executive Council's recommendations in this regard.

Attended by a large group of government representatives, the workshop included a detailed explanation of the elements of Sharjah's new brand identity.

As a part of its strategy, which entails promoting the unique features that make the emirate an ideal tourist destination, thus further enhancing the emirate's position on the global tourism map, the SCTDA has launched this initiative in cooperation with Landor Associates, one of the world's leading strategic brand and design consultancies.

The purpose of the workshop is to develop a unified agenda for all parties concerned, to ensure adherence to the principles of the new Brand Sharjah and to foster a mutual commitment to the brand and promote understanding of its practices and purposes, while simultaneously ensuring that each department maintains its own identity.

In his statement during the workshop, Mr. Yasser Mohammed Zamzam, Manager Tourism Industry and Events Department in SCTDA, said that the new brand mark development was initiated by the Sharjah Commerce and Tourism Development Authority with the aim of creating the emirate's identity as a top regional and international tourism and business destination.

"The promotion of our new identity, based on a well-researched strategy and not simply on a tagline, will no doubt pose a challenge, as we intend to include a broad range of sectors in the promotion of tourism and commerce in the emirate. We will be relying on the support of each sector to increase the tourist and capital influx into the emirate, while developing each of these sectors in the emirate at the same time," he said.

"The SCTDA's purpose is not to promote itself, but to promote all of the emirate's aspects, including tourism, trade and culture. To that end, the new brand must be utilized to promote the entire emirate and to develop its various economic sectors. It should not be limited to our tourist identity or merely a symbol connected with a government authority.

Sharjah's Executive Council has stressed the importance of translating this brand into creative, workable strategies and programmes to be carried out in co-operation with Government departments and authorities.

We want to develop a mutual commitment to the identity and an understanding of its practices and purposes. This should be the commitment of each and every resident of Sharjah, not only through use of the visual tools, but through commitment to the values and principles of our collective identity, while every government department and authority also maintains its own identity. If we can all make Sharjah's identity our own, we will undeniably achieve all that we set out to do," he said.

Zamzam concluded his statement saying, "We are here today in an effort to coordinate with the different government departments and corporations in Sharjah and to explain how the principles and standards of the new Brand Sharjah are to be implemented. We are confident that the creation of a collective vision for the future of our emirate is the best method to achieve growth in its various economic sectors."

Mona Nasser, Associate Client Director of Landor Associates, gave a detailed presentation on the emirate's new identity and the phases of this brand. The presentation included information on how to government departments and authorities can cooperate in order to achieve their common goal.

Sharjah's new identity is divided into two visual elements: the first is the emblem and typography and the second a group of colours symbolizing the leisure, business, education, heritage and culture and east coast.