Revealed: The UAE's own Nation Brand, 'Seven Lines'
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Revealed: The UAE's own Nation Brand, 'Seven Lines'

Revealed: The UAE's own Nation Brand, 'Seven Lines'

Sheikh Mohammed bin Rashid Al Maktoum and Sheikh Mohamed bin Zayed Al Nahyan have officially launched the ‘Seven Lines’ logo as the UAE Nation Brand.

  • The logo attracted the majority of 10.6 million votes cast from all over the world to choose the design
  • The launch was part of an event at Qasr Al Watan in Abu Dhabi that brought together the ‘Inspiring 49’ team of Emirati artists, authors, poets and designers who contributed to designing three logos
  • Sheikh Mohammed bin Rashid Al Maktoum said: “The UAE Nation Brand represents our map, our identity and our rising aspirations."

Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, officially launched the ‘Seven Lines’ logo as the UAE Nation Brand.

The logo attracted the majority of 10.6 million votes cast from all over the world to choose the design that will share the inspiring story of the Emirates. Complementing the slogan ‘Make it Happen’, the logo captures the ambitions, achievements, openness, hope and the culture of possibilities that are an integral part of the country’s fabric.

The launch was part of an event at Qasr Al Watan in Abu Dhabi that brought together the ‘Inspiring 49’ team of Emirati artists, authors, poets and designers who contributed to designing three logos to represent the UAE to the rest of the world.

Seven emirates, seven founders

Sheikh Mohammed bin Rashid Al Maktoum said: “The UAE Nation Brand represents our map, our identity and our rising aspirations. It also represents seven emirates, seven founders and seven horses with which we will compete in the global race for development.”

He added: “Opening the vote globally to choose the design of the UAE Nation Brand highlights the human dimension of the UAE’s values of partnership and openness.”

Noting that the ongoing tree-planting initiative has contributed to spreading hope, he said: “The Emirates will plant 10 million trees, and with them we will plant a new hope and a new story of inspiration. We call on all sectors and entities in the country to use this logo as part of their strategic initiatives and events that help convey the UAE’s story to the world.”

A story of union and unity

Sheikh Mohammed bin Zayed Al Nahyan said: “The UAE Nation Brand tells the story of our union, our unity, our future and of a country that is firmly making its mark across the world. Our goal for the new brand is to enhance the Emirates’ global reputation, in which we invested thousands of teams throughout 48 years of constant work.”

He added: “The map of the Emirates is close to the heart of every citizen and resident of this country. We appreciate everyone’s efforts to advance the glory of this map globally. We thank each individual and organization that helped in the implementation of this national project and those who voted from all over the world to select the UAE Nation Brand.”

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Make it Happen

The slogan ‘Make it Happen’, which will drive the UAE Nation Brand, embodies the culture of possibilities that distinguishes the country’s story, the thinking of its leaders and the nature of the projects it launches. The slogan also confirms the country’s ambitions that have no limits and defy the impossible. The Emirates has long been a land of opportunities that opens its doors to people from across the globe to unleash their creativity, fulfill their potential, and achieve their hopes, dreams and aspirations. People, government institutions and businesses can use the logo to express the great potential of every individual and limitless ambitions

Seven Lines

The winning ‘Seven Lines’ logo captures the values of unity and cooperation that the national project, its custodians and the 49 innovators who worked on it included in the design of the UAE Nation Brand with the aim of creating an unprecedented development experience and raising the Emirates’ profile on the world map. The logo also portrays the seven emirates and the seven founding fathers in ascending lines that express unlimited ambition.

The design comprises seven lines that shape the UAE map, inspired by the country’s high-rise pillars and firm foundations, its strong spirit, its lofty dreams and its development ambitions. The seven pillars form the foundations of the shared home and honor the seven leaders who united the dreams of the people under one national banner.

Sharing the story

The slogan ‘Make it Happen’ shares the inspiring success story of the Emirates as a nation that invests in its human capital and turns challenges into opportunities to lead a journey of continuous development and growth that defies the impossible.

The Nation Brand Office

The formation of the Nation Brand Office as part of the Public Diplomacy Office at the Ministry of Cabinet Affairs and the Future was also announced to coincide with the Brand. The Office will serve as the reference for the use of the logo and issue user guides for all sectors and institutions.

The start

On November 2, 2019, Sheikh Mohammed bin Rashid Al Maktoum and Sheikh Mohamed bin Zayed Al Nahyan announced the launch of a national project to design a logo that represents the UAE Nation Brand.

The logo is set to represent the economic, cultural, humanitarian and historical elements that distinguish the Emirates and reflect the country’s exceptional and inspiring story of development. The Emirates has created a unique experience as a melting pot and land of opportunities that defies the impossible.

Read: Majority of UAE residents optimistic about 2020: YouGov research

National workshop

A total of 49 artists across different professions, seven from each emirate, were invited to design and create a new logo that represents the UAE in a one-day innovative workshop. Late in November 2019, the ‘Inspiring 49’ were divided into seven groups titled Al Dana, Al Saqr, Al Nakhla, Al Sedra, Al Boom, Al Ghaf and Al Barjeel to design a selection of logos centered on seven key values of giving, openness, innovation, tolerance, credibility, humility and futuristic vision.

Global voting

On December 17, 2019, Sheikh Mohammed bin Rashid Al Maktoum and Sheikh Mohamed bin Zayed Al Nahyan announced three shortlisted logos titled ‘Emirates in Calligraphy’, ‘The Palm’ and ‘Seven Lines’ that best reflected the values of the Emirates. Both leaders invited people across the world to take part in selecting the logo of the UAE Nation Brand, in an initiative that added a global humanitarian dimension to the national project and reinforced the values of tolerance and openness that the UAE is renowned for.

10.6 million votes

Announcing that voting is open to people across the world, the UAE pledged to plant a tree for every vote. The humanitarian initiative attracted an overwhelming global response with 10.6 million votes from 185 countries and 500 million social media views by the end of the voting campaign on December 31, 2019.

Pledge

Fulfilling its pledge, the Emirates will plant 10 million trees to empower communities in areas affected by climate change in Nepal and Indonesia

Goals

The UAE Nation Brand aims to share the Emirates’ inspiring story of constant development in the face of challenges, highlight the Emirates unique identity and strengthen its long-standing positive image in the global consciousness. It strives to cement the Emirates position on the world map as an effective and influential country of regional and global prominence and share milestones of the Emirates exceptional journey of development that transformed the country into an incubator of innovation and an entrepreneurial hub.

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AMEinfo Staff

AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.

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