Enterprise IG creates brand identity for The Roads & Transport Authority

The RTA - set up by the Government of Dubai - will play a pivotal role in creating one integrated solution designed to ease road congestion in Dubai. RTA's vision is to see "safe and smooth transportation for all" and its brand identity is designed to reflect this.

Enterprise IG recommended a unified approach that conveys to residents and visitors to Dubai, RTA's brand essence under a single message, 'Mobility'. Part of RTA's mission is to provide efficient mobility for people and goods in Dubai.

Through the concept of "convergence" Enterprise IG created a clean and confident visual language that works comfortably across a wide range of services unifying all the modes of transport with a modern look and feel. This identity is designed to remain contemporary without commercializing RTA's services.

"We are working closely with RTA's management to communicate effectively the brand's vision, mission, positioning and values," said Hermann Behrens, Managing Director, EIG Middle East. "The RTA brand is designed to forge a direct relationship with the community and reflect Dubai government's efforts to provide mobility for the city."

Following the completion of RTA's brand identity which was launched regionally on 8th April 2006, Enterprise IG is now in the process of designing different brand applications. This includes buses, bus shelters, tickets, bus timetables, the metro, abras, abra stations and other different signage elements.

"We want the people of Dubai to be able to have choices with the way that they wish to travel, whether by bus, taxi, ferry or the metro, the new RTA brand will provide them with the solution." Said Mattar Al Tayer