Destination Brand
Definitely Dubai
We have at hand the task of sharing one of the most inspiring stories of the last half-century. The story of a city built on unwavering vision. A city built with single-minded passion and love. A city the world has come to know as Dubai. Join us as we undertake the task of capturing the essence of our city in symbols, colors and alphabets. Although, no photograph or letter will ever do justice to the sheer diversity of experiences this city stands to offer, this exercise has been mandated to visually and literally capture the essence of Dubai. In our quest to deliver on the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President of the UAE and Ruler of Dubai, the Department of Tourism and Commerce Marketing has endeavored to interpret the visionary idealogy into a visual identity for the city. Welcome to Definitely Dubai.
Brand Strategy
Portray the quintessential nature of Dubai
Exhibit the duality of a modern city with a rich traditional and cultural backdrop.
It must be unique.
Carry the promise of excitement.
Express a final and definitive decision.
Why 'Definitely'
When the search for a destination has ended. With conviction.
It is the decision arrived on by a traveler. A self proclamation.
It's definite. It's definitely Dubai.
A Brand New Idea
The strategic direction behind creating a consumer-facing brand for Dubai stems from the need to distinguish between the Tourism Department (a government entity) and its counterpart, an everyday brand Dubai - the way visitors, residents and the business community perceive it. Definitely Dubai is not a campaign. It is the brand signature of Dubai's Tourism Department (DTCM) and does not compete with or replace the identity of the government department. Definitely Dubai must be deployed 'together' with the DTCM identity linked with the Government of Dubai brand guidelines.
Our Brand Signature
The Definitely Dubai brand signature (brandmark) has been inspired by Arabic calligraphy known as Thuluth Script, paying homage to the Government of Dubai logotype. An elegantly sloping, cursive, calligraphic script, Thuluth represents firmness, quality and dignity. This inspired hand-written style in English communicates a personal touch. It is shaped to evoke the sense of an artistic signature.
The calligraphic style used for the word 'definitely' takes the form of ink from a calligraphic pen. The fluid strokes of the letters together with the color red captures the vibrance of the city and its people. Our brand signature carefully balances contemporary technique (the color and typeface) with elegance rooted deeply in our heritage (the script and strokes). Together, these nuances come together to form the visual signature of the official tourism brand of Dubai.
