DOF Unveils its New Corporate Identity

Today, the Department of Finance (DOF) for the Government of Dubai unveiled its new corporate identity. This new identity embodies the department’s ambitious strategic directions, grounded in best international practices and standards. It underscores its commitment to supporting Dubai’s sustainable development journey in the coming years, driven by its vision of global leadership and innovative financial sustainability.

H.E. Abdulrahman Saleh Al Saleh, DOF’s Director General, said: “We are proud to unveil our new corporate identity, a testament to DOF’s unwavering commitment to innovation and development. This milestone not only strengthens our role as a pivotal sovereign entity within the emirate’s government but also reflects the visionary leadership that has guided us to remarkable achievements over the past thirty years.”

“Our new corporate identity embodies our core values and principles, driving us to enhance the wellbeing of Dubai’s society and elevate the emirate’s global competitiveness. The DOF’s esteemed image and solid reputation, cultivated and fortified over the years, will continue to serve as a protective shield for the emirate’s achievements and a robust fortress against any crises,” he added.

Icon of Ambition
Huda Hamdan Al Shaikh, Executive Director of the Corporate Services Sector at DOF, said: “Our new corporate identity symbolises DOF’s ambitious vision for a bright future. This vision is framed by its relentless pursuit of financial sustainability and transparency in all operations. The new identity is rooted in a rich legacy of government financial work, extending back to the era of the late Ruler of Dubai, Sheikh Rashid bin Saeed Al Maktoum.

Al Shaikh added: “As the central financial body of the Government of Dubai and the authority responsible for the sustainability of public finance in the emirate, we prioritised emphasising the connection between our department’s name and the emirate’s name when developing the new DOF’s corporate identity.”

Arab Heritage
Hussain Ali Al Teneiji, Head of DOF’s the Communications & Media Office, said: “Our office team was able to create a new identity inspired by Dubai’s rich Arab heritage, reflecting the values of both the department and the emirate, while at the same time having a touch of modernity that will enable it to have a strong presence for many years to come.”

“We started creating our new identity from the well-known DOF’s emblem, which revolves around the name of the department calligraphed in the authentic Arabic ‘Jeli Thuluth’ script. We elevated the emblem to the new Arabic name ‘Maliyatu Dubai’ (Dubai Finance), adding visual and colour elements derived from land, sea, air and space, as Dubai’s motivations and major projects extend to continue building the ambitions of the emirate that know no boundaries.”

Behind the Idea
Al Teneiji explained that the well-known DOF’s logo underwent modifications, including additions and abbreviations. “These changes featured the use of clear and easy-to-read structures in Jeli Thuluth script for the phrase ‘Maliyatu Dubai’, creating a design that resembles a coin’s face. This emblem design maintained the aesthetic beauty of the script, while its English counterpart placed below or next to it, depending on the context,” he added. “The emblem was then crowned with a crescent arch, which made the composition more cohesive and enhanced the coin-like appearance. This addition brought a beautiful aesthetic and artistic meaning to the entire logo, strengthening its connection to the world of finance.”

The turquoise colour in the new logo clearly expresses balance, creativity, and originality. Known for its attractiveness, turquoise is also a global symbol of sustainability. Complementing this, the golden-brown colour supports the turquoise, enhancing the upscale corporate image and connecting viewers to the originality of the old logo. This colour combination is inspired by the natural beauty of Dubai, reflecting its sea and desert, where the city’s distinguished projects and upscale infrastructure extend.