Dubai's New Logo

Dubai is probably the best example of how good marketing supported by professional execution, can create something out of nothing. Now with the aim to hit 20 million annual visitors by 2020, Dubai aims to become the world’s most visited city. The new logo features the word ‘Dubai’ written in both Arabic and English alphabets, aiming to represent the fact that the city is a fusion of cultures and nationalities – a result of the historic and present day approach of being outward looking and open to ideas from across the globe,” Dubai Corporation for Tourism and Commerce Marketing Issam Kazim said. The logo will have a mass rollout and is expected to be seen across license plates, taxis, marketing collateral and even on airline livery. Do I think the logo fills in that requirement         – KINDA Do I think that the logo is strong enough to represent “brand” Dubai                          – NOT REALLY “Dubai earned its place on the map by doing things that were record breaking, inconceivable and sometimes seemingly impossible………… I just don’t see this new logo delivering that ferocity of being different that Dubai has always stood for. Their old logo may not have been ground breaking, but had a distinct style; something that felt sharp, focused and definitely Arab. While their new logo is perhaps more subtle and palatable to the wider audience they wish to reach, I just can’t help but be reminded of a cup of Baskin Robbin’s whenever I see a car bus pass by.