The General Secretariat of the Executive Council of Dubai has launched the updated version of the brand identity of the Government of Dubai. It is part of ongoing efforts to deliver on the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and the diligent follow-up of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council, to deliver a pioneering, ambitious and innovative government that always strives to make Dubai’s residents happy.

The new updated version of the brand guidelines embodies the Dubai government’s mission to deliver a single, consistent voice and image, with a focus on enhancing cooperation between the emirate’s government entities to enable them to continue their pursuit of unprecedented levels excellence.

Unification of the government voice

Eng. Ahmed Al Mahri said: “ Thanks to the forward-looking vision of our wise leadership, the Dubai government has succeeded in dazzling the world with achievements that strengthened its status as a leading global city. The emirate has become synonymous with ambition, perseverance, development, creativity, and innovation. We are confident that the launch of the updated version of the brand identity of the Government of Dubai will strengthen efforts and confirm constructive integration between various government entities, and undoubtedly play a pivotal role in strengthening Dubai’s well-established position locally and globally.”

Members of the General Network of Government Communications were briefed on the future of government services represented by the ‘Services 360’ policy, these principles include a digital-first experience based on the provision of digital and real-time services; proactive services that enhance communication with customers to anticipate their needs and respond accordingly.

The policy also transforms the government work model from ‘frontline employees’ to ‘service advisors’, which will ensure services are delivered by efficient, competent, skillful, and knowledgeable professionals. It also enhances the government’s partnership with the private sector by facilitating the provision of government services, or part of the services, through public-private partnerships.

The members were also briefed on the most important developments in the metaverse and how the emirate plans to become a major player in the virtual world by developing a regulatory and legislative framework for the sector. They also explored options on how to build a virtual world that considers the privacy of users and government customers, and how this will deliver services that are both more accurate and presented in a more professional manner through the metaverse and the integration of smart services and artificial intelligence.