Visual Identity Guidelines

Federal Entities Affiliated to Ministries


Logo Structure


Must be bilingual, with the name of the entity in Arabic on the first line, English on the second. Both lines must be equal in width, using kashidas as necessary.

  • Authority name in Arabic
  • Authority name in English


Always placed to the right of the wordmark.


If your entity's needs do not align with this logo structure, consult the UAE Government Media Office at [email protected].

The UAE Federal Emblem

Federal entities affiliated to ministries can associate their brands with the UAE government by pairing their logos with the federal emblem.

  • The Falcon: Watchful, prepared and firmly grounded, the falcon embodies our strength and unity in the present, our pride in our past, and our agility to soar high into the future.
  • The Seven Stars: The seven stars represent the seven Emirates, united around the UAE flag and linked together as one by an unbreakable ring.
  • Calligraphy: The “United Arab Emirates” is etched on a red banner, weaving together the richness of our heritage and the elegance of our progress.

Federal Colour Palette


Pantone 8960 C
R 182 | G 138 | B 53
C 17 | M 38 | Y 83 | K 22


Pantone 186 C
R 200 | G 16 | B 46
C 00 | M 100 | Y 85 | K 06


Pantone 348 C
R 0 | G 132 | B 61
C 96 | M 02 | Y 100 | K 12


Pantone Black C
R 0 | G 0 | B 0
C 10 | M 10 | Y 10 | K 100

Using the Entity Identity

The initiative s logo appears together with the affiliating ministry s logo on select applications. As a general rule, the initiative's logo is placed to the right of the ministry s logo.

Mandatory Ministry Branding

Items where initiatives must use the ministry's logo strictly as specified in this guideline.

  • Microsite header co-branding
  • Certificates
  • For MOU signing, only the ministry letterhead may be used

Incorrect Applications

Items where initiatives are prohibited from using the ministry logo.

  • Paper bags
  • Digital ad banners
  • Social media posts and profiles
  • Co-branding with other entities

Pairing With the Federal Emblem

  • The federal emblem is always placed to the right of the entity’s logo.
  • The federal emblem and entity’s logomark must have the same height (x).
  • The height of the entity’s logomark must match the height of the federal emblem.
  • The distance between the federal emblem and entity’s logo must be at least equal to the emblem’s height (x).
  • The federal emblem and entity’s logo must be aligned to the middle.

Keep in mind...

Do not pair the vertical logo arrangement with the UAE federal emblem, only the horizontal.

Clear Space

يجب إبقاء حد أدنى من المساحة الفارغة حول التصميم من جميع الجوانب، وبواقع ⅓ ارتفاع شعار الدولة كقاعدة عامة.

Alignment and Minimum Size

Always align the logo and emblem to the header margins, with the entity s logo on the left and the emblem on the right. The minimum size the emblem can be is 1.2 cm wide.

Logo on Different Backgrounds

When choosing the most appropriate logo treatment on different backgrounds, always aim for maximum contrast for maximum visibility, legibility and impact.

White Backgrounds

Always use the full-colour federal emblem and entity logo.

Dark Backgrounds

Use the federal emblem and entity logo in white.

Light Backgrounds

Use the federal emblem and entity logo in black.


Avoid placing the federal emblem on images.

Federal Emblem Misuse

It is always best to use the federal emblem as it is, without any manipulation or modification.

Do not manipulate the federal emblem in any way (colours, effects, stretching, flipping, shadows…).

Do not use the federal emblem on its own without the authority logo. The UAE federal emblem on its own may only be used by the president and prime minister.

Do not use the federal emblem on images, photos, or videos; if needed, use the endorsement line instead.

Do not pair the federal emblem with a vertical authority logo arrangement.

Do not change the logo-emblem pairing alignment or structure.

Do not use the federal emblem or any of its elements to create new graphics such as patterns or new marks.

When resizing the logo, always resize the emblem as well in order to maintain the composition and proportions of the logo-emblem pairing

Do not change the colour of the federal emblem.


Multiple Entities

في حال شراكة شعارات العديد من الجهات الحكومية، تُعرض الشعارات (باستثناء شعارات الوزارات والحكومات المحلية) باللون الفضي للحفاظ على وضوح وتناسق الشعارات والتقليل من الفوضى البصرية.

Sponsorship Hierarchy

في حال ظهور عدد من الجهات الحكومية معاً، تظهر شعارات تلك الجهات بناءً على ترتيب معتمد.

Keep in mind...

Keep logo alignments as consistent as possible. Logos should be similar in size and colour treatment (full-colour, single-colour, or greyscale), and should all be in either vertical or horizontal arrangements not a mix of both.

Endorsement Lines

Endorsement lines clarify the roles of the entities involved in a co-branding situation. There are three ways to place the endorsement line, and you are encouraged to choose the one that works best with your design.

Aligned to the middle of the supporting logos; placed to the left if the design is in English, to the right if it is in Arabic.

Centered above the supporting logos. This arrangement is most suited for bilingual layouts.

Above the supporting logos and aligned to the left if the layout is in English, to the right if it is in Arabic.

Recommended Endorsement Lines

  • Type: Cronos Pro Semibold, all caps, Silver
  • Ensure that the size is readable and compatible
  • Ensure that the endorsement line does not intrude on the supporting logos by maintaining sufficient clear space around them

Co-Branding with Multiple Entities

The federal emblem may only be used in the main header when the entity is the leading/host brand. Supporting entity logos are placed in the footer with the appropriate endorsement line.

With other entities

With multiple ministries

With multiple supporting entities

Federal Entity As A Sponsor

When an entity supports another brand, place the logo either in the top-right opposite the main brand’s logo; or at the bottom-left, aligned to the host brand’s logo at the margin.

Official Applications


Email Signature


  • Baseline grid height: 20 px


  • Baseline grid height: 18 px


  • Body text: Silver
  • Highlights: Red
  • Arabic: Regular 9 pt
  • English: Regular 9 pt
  1. English Text: Regular 12 pt all caps. Arabic text: Regular 13 pt
  2. English Text: Bold 11 pt Arabic text: Bold 12 pt
  3. English Text: Regular 11 pt
  4. English Text: Regular 12 pt all caps. Arabic text: Regular 13 pt
  5. English Text: Regular/ Bold 11 pt Arabic text: Regular/Bold 12 pt
  6. English Text: Regular 11 pt

Keep in mind...

Email signatures are bilingual using the font Arial for both body text and signatures.

Email Signature Misuse

Do not recolour the text or any other elements.

Do not use fonts other than Arial.

Do not rearrange the text or realign languages.

Do not use only one language for the email signature; it must always be bilingual.

Do not resize the logo-emblem pairing or alter its proportions.

Do not use other logo-emblem pairings or alignments other than what is instructed in these guidelines.

Always use the full-colour logo-emblem pairing, never the single-colour version.

Business Cards


  • Arabic: AXT Manal Regular 30 pt.
  • English: Cronos Pro Regular 11 pt.
  • Arabic and English text are aligned to the same baseline.
  • Only Latin numbers are used.
  • Website: Cronos Pro Bold 11 pt.


You can use some of the entity’s brand elements, such as fonts for content and brand colours for the footer and the back.

You can also use letterheads as the foundation for various applications, including reports and forms.

For continuation pages, simply use the letterhead without the footer.


Keep in mind...

Keep in mind... Always use the same footer text on envelopes as letterheads. Refer to the footer text specifications for more details.


You may add a confidentiality strip on the flap of the envelope when needed.

Employee ID Card

  1. Arial Regular 12 pt
  2. Arial Regular 7 pt
  3. Arial Regular 8 pt All Caps
  4. Arial Regular 6 pt
  5. Arial Regular 7 pt Black
  6. A: Arial Regular 8 pt Black E: Arial Regular 7 pt Black


A3 Size

  • Margins: 1.2 cm
  • Border: 2 pt
  • Logo: primary or horizontal if co-branding, emblem width 1.8 cm
  1. Cronos Pro Semibold all caps 48 pt
  2. Cronos Pro Regular 18 pt
  3. Univers Next Regular 12 pt
  4. Name in Univers Next Bold 14 pt . Title in Univers Next Regular all caps 12pt

A4 Size

  • Margins: 0.75 cm
  • Border: 1.5 pt
  • Logo: primary or horizontal if co-branding, emblem width 1.5 cm
  1. Cronos Pro Regular all caps 24 pt
  2. Cronos Pro Regular 28 pt
  3. Univers Next Regular 12 pt
  4. Univers Next Regular 12 pt. Title in Univers Next Regular all caps 10 pt

Paper Specifications



Each entity’s website should cater to its own requirements in terms of content. However, the website must adhere to the proper logo-emblem pairing lockup and three essential components.

Contains the logo emblem pairing, flushed to the margins. The emblem s minimum width is 75 px, and the minimum clear space around the logo and the emblem is 68 px from all sides.

Displays content relevant to the entity, such as the latest news. This component may be a slider, a media wall or any other appropriate design solution, according to the entity s needs.

Includes contact information and other relevant links, such as the terms of use, privacy policy, careers, social media links or copyrights.

General Applications


Official Stamp

Use only the entity’s brand on stamps ; The federal emblem may not be used.

Paper Bags

  • Designed according to the entity’s brand.
  • Never use the federal emblem.
  • Add social media handles and URL.


  • Use the entity's brand to design folder covers.
  • The logo-emblem pairing must be implemented on the letterhead inside.

Certificate Cover

Leather with matte logo debossing


  • The federal emblem may only be used on the cover page.
  • The entity’s logo must not be used on inner slides.
  • Include social media handles on the last page.


Advertising Principles

Our advertising carries the elegance and forward-thinking of the UAE. Our choice of imagery, messaging and layout is clean, harmonious and elegant.

We always aim for accuracy in the presentation of all facts, ensuring that all statements and claims included in the advertisements have sufficient proof.

The UAE is wonderfully rich in its cultural diversity, and our communication creates an environment where people from all walks of life can feel a sense of belonging.

Environmental Responsibility
We always consider the impact of the production and dissemination of our materials through the most appropriate and responsible means.

We are considerate of our audience’s experiences and how our language and communication can impact the way they absorb and respond to our messages.

Keep in mind...

Avoid advertisements for religious events and personal congratulations and condolences—unless directed by the UAE Government Media Office.

Advertising Layout

  1. Margins (clear Space)
  2. Masthead Area (logo-emblem pairing, flushed to margins)
  3. Main Content Area (main message)
  4. Grid (alignment)
  5. Body Copy (supporting content)
  6. Footer (contact information or call to action)

Advertising Examples

Advertising Examples


Digital banners



Entities may use the logo emblem pairing on their print and digital publication covers.

DL Leaflet



Digital PDF and Electronic Newsletters

Social Media

In the profile section, include the entity s name in Arabic and English along with a link to the entity s website.

Display picture: Full-colour logomark, centred on a white background with sufficient clear space around it.

Do not use the federal emblem as a display picture on any digital platform.

Use the wordmark on posts instead of the logo.

Do not use the federal emblem on social media posts.

Logo in Videos

The logo may be used in videos to indicate the entity’s ownership or endorsement. As a rule, the logo (with the logomark) only appears in video outros and never over video footage. A watermark may be used for the duration of the video; using the full entity name in Arabic and the abbreviated name in English under it, positioned in the top-right corner of the video.

The logo may only appear in the outro of the video.

Do not animate the logo components; only simple transition effects, such as fading in and out, are allowed.

The watermark (without the logomark and emblem) may be placed in the top-right corner over video footage.

Never use the logo or the emblem as a watermark on video footage.

Keep in mind...

In co-branding situations, logos may only appear in the outro of the video, following the Co-Branding guidelines.

Events and Exhibitions

Media Wall

Use a step-and-repeat pattern for media wall backdrops at events and exhibitions, ensuring sufficient clear space around the logos.

  • Titles may be added above the logos.
  • When using the federal emblem, make sure the logo-emblem pairing rules are applied correctly.
  • In co-branding situations, use the logo without the federal emblem; remember to use similar logo sizes, treatments, and arrangements according to the co-branding guidelines.

Exhibition Booths

The logo-emblem pairing is placed prominently and without repetition. The logo-emblem pairing may also be displayed digitally on a screen.

  • Entities have the freedom to construct the most appropriate booths to serve their specific needs.
  • The logo-emblem pairing may also be displayed digitally on a screen.

MOU Signing

Co-branding with one entity

Co-branding with two entities or more

Signing Agreement

The first page of an agreement is always printed on the official letterhead, with the subsequent pages printed on continuation sheets. for more details.
Co-branding on a signing agreement is not allowed. Each signing party will have an agreement prepared with their own official logo.

Keep in mind...

MOU Signing designs follow the co-branding guidelines , so an authority uses its own logo without pairing with the federal emblem.

Gifts and Giveaways

Entities apply their own brands on gifts and giveaways, without using the federal emblem.


Entrance and Interior Branding

Federal entities that are affiliated to ministries are prohibited from using the federal emblem on exterior or interior signage. Entities use their own logos instead.

Entrance (or highest point on building)


Reception signage

Keep in mind...

When two or more entities share the same building, the logos must be equal in size and production specifications. Do not place the website URL on external facade. Do not divide the logo on the different facades.

Vehicle Branding

Entities may use their own brand identities to brand service vehicles. The federal emblem must never be used for vehicle branding.

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