The winged logo—with the Arabic and English wordmarks on either side of the emblem—is the preferred composition.
Properly using the logo helps to ensure consistency across all branded materials and communicates a unified federal image to the relevant audiences.
The various logo arrangements allow the logo to adapt to different contexts and sizes—from signage and business cards to websites and newsletters.
Consider which logo arrangement works best for your design. The idea is to maximize the logo’s impact and legibility, while maintaining harmony with its surrounding.
Always aim for maximum legibility and impact when choosing the most appropriate logo on different backgrounds. These standards apply to all logo arrangements—winged, horizontal, vertical and the wordmark.
Always use the full-colour logo.
Use the white single-colour logo.
Use the black single-colour logo.
Avoid using the emblem; use the wordmark instead.
The logo may be used in videos to indicate the entity’s ownership or endorsement. As a rule, the logo (with the emblem) only appears in outros; if a watermark is needed for the duration of the video, then the wordmark is used instead.
In co-branding situations, logos may only appear in the outro of the video, following the Co-Branding guidelines.
4-colour offset (CMYK, Pantone)
4-colour Pantone Flat
Blind emboss or deboss
Gold foil stamping
Etching
4-colour stitching
Leather
Gold foil stamping
3D gold with metallic finish
Etching or emboss
The logo scales up or down according to where it appears, but the federal emblem must not never be smaller than 1.2 cm wide.
The minimum clear space around a ministry's logo is four U characters (in Cronos Pro) from all sides.
A federal ministry’s logo can appear alongside other logos—as hosts, partners or supporters. Following are some of the most common co-branding cases.
When several government entities appear together, they do so in this specific order.
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.
Cenrtred 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 Line
When a ministry is the host brand, the ministry's logo always occupies the top-left corner of the area. Supporting entity logos are placed in the top-right or bottom of the page.
Always use the appropriate endorsement lines. Always scale and align logos according to the ministry logo.
When the ministry is not the lead or host brand, the logo is placed in the top-right corner of the page or in the bottom-left. In both cases, the ministry's logo is paired with an endorsement line, centre-aligned above the emblem.
When multiple ministry logos appear together, they must be in the same arrangement, size and colour.
Univers is used on digital materials, publications, reports and advertising (in both Arabic and English).
Always use Arabic numerals (keyboard English) to display numbers in both languages.
Cronos Pro (Latin) and AXT Manal (Arabic) are paired together in federal wordmarks and on official stationery such as business cards, stamps and document footers.
Use Arial as an alternative font for Univers, Cronos Pro or AXT Manal when needed.
When used appropriately, colour is one of the most efficient ways to make sure that all government entities deliver a cohesive, consistent federal image.
R 225 | G 225 | B 225
C 00 | M 00 | Y 00 | K 00
Pantone 877 C
R 198 | G 198 | B 198
C 00 | M 00 | Y 00 | K 30
Pantone Cool Gray C
R 65 | G 64 | B 66
C 00 | M 00 | Y 00 | K 90
Pantone 8960 C
R 182 | G 138 | B 53
C 17 | M 38 | Y 83 | K 22
Additional colours may be introduced to support the design in subtle ways, like bringing focus to design elements such as buttons or highlights. Remember to use only one of the three colour palettes—never mix! Primary Colour Palette | Secondary Palettes.
Finding the humanity in our stories helps us connect to our audiences in powerful ways. As ministries, our photos capture the best of our community and reflect our values, culture, and responsibilities.
Capturing the elegance, cultural richness and advancement of the UAE.
Use natural light to capture the subject matter as realistically as possible. When it is necessary to use flash photography (e.g. indoor shots), diffuse the flash to soften the harsh, concentrated bursts of light to create a more even and flattering light on the subject.
When photographing people, always aim to capture genuine moments that do not feel posed or contrived. Object shots or the setting can (and should) be used in a supporting role when possible.
Ensure that photos are clear and comfortable to look at, maintaining balanced compositions to ensure that each photo is visually harmonious.
As a general rule, it is always better to start with excellent quality images that require no (or minimal) manipulation.
To select the right images and plan your photo shoot, please consider these questions to ensure that your selection is as powerful and relevant as it can be:
It is always a good idea to consult or hire a professional photographer when possible and avoid using stock images.
More than just a traditional palace, Qasr Al Watan is an exquisite architectural masterpiece that showcases Arabian heritage and artistry. It combines the rich culture and history of the UAE with the country’s great vision and craftsmanship.
The pattern element is placed cropped on the edges of an item. This cropping can result in a variety of forms for different page proportions. The pattern can be applied using three different colour variations, and may only be used on specific applications.
While ministries have the freedom to use the pattern in a variety of ways to elevate their designs, some applications are strictly prohibited.
Desktop
Baseline grid height: 20 px
Mobile
Baseline grid height: 18 px
Disclaimer
Email signatures are always bilingual, using the font Arial for both body text and signatures in both languages.
You can use letterheads as the foundation for various applications, including reports and forms. For continuation pages, simply use the letterhead without the footer.
You may add a confidentiality strip on the flap of the envelope when needed.
A minister’s office may produce its own letterheads, envelopes, compliment cards and folders. These items are restricted and only to be used by the minister.
A minister’s office may produce its own branded items, limited to letterheads, envelopes, folders, compliments cards and stamps. These items are restricted and may only be used by the minister.
The ministry name must be included in the designation field. The Cabinet logo is used on ministers of state business cards and email signatures; the ministry's logo is used in any other cases.
Used for customer-facing employees.
Barcode stickers help identify items and supplies that belong to the ministry. Only use the wordmark on barcode stickers—never the emblem.
(optional)
Do not brand any other items in the meeting room, such as tissue boxes, leather coasters, beverage cups or any other disposable items.
A3 Size
A4 Size
A sticker with the full-colour, bilingual vertical logo arrangement may be placed on the windshields of operational cars that require identification for access.
Entities have the freedom to select the most appropriate shape for a trophy. However, using the federal emblem or falcon as the shape is prohibited. The logo can be placed on the top or bottom of the trophy, according to the space available and what is most suitable for the overall design.
Bare in mind the positioning of your entity and its target audience when selecting gifts and giveaways. Remember to never use the emblem on these items and use the wordmark instead.
Paper Stock: FEDRIGONI, CONSTELLATION SNOW E/E 33 Raster
When designing editorial materials, the size of the grid depends on the page size, information density and the layout that works best for your design. Always maintain margins from all edges to give the content room to breathe.
The ministry's logo is used only on the cover. If you need to brand inner pages, the ministry's name may be used in the running headers.
Logo
Headline
Ministry Website URL
Logo
Content Area
Headline
Logo
Content Area
For books where the logo does not need to appear on the cover (e.g. children’s books), the wordmark logo may be placed in the bottom-centre of the back cover.
There are several essential components to include in newsletters. Otherwise, entities should create the layouts that best suit the content.
Always create margins to allow for some clear space around your design area.
Place the full-colour logo in the top banner and align it to the left of the grid. Remember to use the appropriate logo (e.g. to match content language).
Follow the grid to create layouts that best represent the content. You may break out of the grid to use full-width images in your design.
Create a banner at the bottom of the newsletter to include relevant information and links, such as the ministry name, social media accounts, website URL, contact information and privacy policy.
For backgrounds that are not white, use the white single-colour logo on dark backgrounds, and the black single-colour logo on light backgrounds.
Modernity
Our advertising carries the elegance and forward-thinking of the UAE. Our choice of imagery, messaging and layout is clean, harmonious and elegant.
Objectivity
We always aim for accuracy in the presentation of all facts, ensuring that all statements and claims included in the advertisements have sufficient proof.
Inclusion
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.
Empathy
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.
Avoid advertisements for religious events and personal congratulations and condolences—unless directed by the UAE Government Media Office.
When using the logo on digital interfaces, remember to use RGB colours and scale the logo responsively—according to the interface size and resolution.
Each ministry’s website should cater to its own requirements in terms of content. However, what all ministry websites have in common are the same visual identity and three essential components.
Contains the logo, which is always placed in the top-left corner. The emblem’s minimum width equals 75 px, and the minimum margins around the logo equal 68 px from all sides.
Displays relevant content, such as the latest news, campaigns and initiatives. This component may be a slider, a media wall or any other appropriate design solution, according to the ministry’s needs.
Includes contact information and other relevant links, such as the terms conditions, privacy policy, careers, social media links and copyright.
The standard font for ministry websites is Univers Next.
Using a Machine Readable Code (QR) in government publications, to encourage the transformation of federal government publications into paperless and create a positive impact to the environment, while having easier access to government publications through personal devices by scanning the machine readable codes.
1. For other suggested uses contact UAE Government media Office.
2. Don’t add QR code on the cover.
3. QR Code to be placed on the inside page.
1. When two or more ministries share the same building, the logos must be equal in size (emblem height, wordmark fontsize).
2. Do not place the website URL on external facade.
3. Do not divide the logo on the different facades.
Specifications
Logo
Colours
Placement
Production Specifications
Logo should be installed on the reception area unless the space is not available it can be installed in the lobby area.
Logo should not go on the table.
Using internal signage is recommended to help visitors navigate ministry buildings. Ministries are free to use icons in their wayfinding signs, and there is no need to use the logo on signage inside ministry-owned buildings.
When using the logo on the interior signage, it is always placed at the top in the primary arrangement.
Do not use the federal emblem on any road signage. Instead, use text according to the typography guidelines.
Do not use the federal emblem on its own on construction signage. Instead, use the primary (winged) logo.
Remember to maintain sufficient clear space around the logo to maximise its impact.
Use the full-colour logo (vertical or horizontal, depending on the setup), placed at the top-centre of the podium, with enough clear space around it.
Ensure there is enough clear space around the logos and that all emblems and logos are equal in size and distanced equally. Refer to the logo usage guidelines for more details.
The Media wall can be used with or without a title.
Due to protocol, the signing backdrop is an exceptional case for the co-branding guidelines. In this case, the ministry’s logo is placed to the right of the other party’s logo.
Signing agreements are composed of two parts: the cover and our official letterhead. Each signing party has its own copy of the agreement, enclosed within a leather folder
The signing agreement is enclosed within a high-quality leather folder.
The first page of an agreement is always printed on the official letterhead, with the subsequent pages printed on continuation sheets.
Co-branding on a signing agreement is not allowed. Each party signing the agreement will have an agreement prepared with their own logo.
Entities have the freedom to construct the most appropriate booths to serve their specific needs. However, it is important that the logo is placed prominently and without repetition.
It is permissible to display the logo physically on the booth structure and digitally on a screen.
Shared booths may be implemented in a variety of ways. However, the bilingual full-colour logo in the vertical arrangement is always used.
For international events where federal ministries are participating, the federal UAE government logo is placed in the centre of the booth with the ministries’ logos placed on either side in equal size in the same arrangement and colour treatment.
Ministries may use flags and temporary signage to promote an event or communicate necessary information to attendees such as key themes and directions.
The initiative’s logo appears with the affiliating ministry’s logo on select applications. Generally, the initiative logo is placed to the right side of the ministry’s logo, in accordance with the co-branding guidelines.
Items where initiatives must use the ministry's logo strictly as specified in this guideline.
Items where initiatives are prohibited from using the ministry logo.
The initiative logo is never paired with the UAE federal emblem.
A3 Size
A4 Size
An initiative may have its own microsite under the ministry’s official website. The microsite must adhere to the proper initiative-ministry logo pairing and three essential components.
Contains the logo, which is always placed in the top-left corner. The emblem’s minimum width equals 75 px, and the minimum margins around the logo equal 68 px from all sides.
Displays relevant initiative content. This component may be a slider, a media wall or any other appropriate design solution, according to the initiative’s needs.
Includes contact information and other relevant links, such as the terms conditions, privacy policy, careers, social media links and copyright.
The standard font for initiatives websites is Univers Next.
Do not include the logo in social media posts. When needed, use the wordmark instead.
Step-and-repeat media walls may be designed with the initiative’s and ministry’s logos or the initiative’s and another entity’s logos.
The initiative’s logo is paired with the ministry’s, placed prominently and without repetition. The pairing may also be displayed on a digital screen.
Using the federal emblem on event items and merchandise is not allowed.
Do not use the federal emblem on its own on step and repeat media walls.
Initiatives may brand gifts and giveaways with their own visual identity, and must not use the ministry’s logo on these items.
The ministry's logo must not be used for vehicle branding; initiatives may brand their vehicles using their own logo and visual identity instead.
Social Media and Mobile Apps
Profiles
All ministries must use the federal emblem for their display pictures on social media channels. The emblem is always in full-colour, centred on a white background with sufficient clear space around it. Ministries must use the full ministry name in both Arabic and English on the profile information.
The full-colour emblem is used for official profile display pictures.
Do not use the single-colour or full logo (with wordmark) as a display picture.
Page Banners
You are encouraged to use images or visuals relevant to the ministry’s responsibilities, in line with the photography guidelines. Images should be ideally cropped, particularly when images include people.
Good cropping
Bad cropping
Keep in mind...
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Posts
Always be sure to use appropriate high-quality images for social media posts, in accordance with the photography guidelines.
Best Practices:
Incorrect Practices:
Keep in mind...
Do not include the logo in social media posts. If necessary, use the wordmark instead.
Tip!
Ministries are free to choose the fonts that are most suitable for their posts.
Wordmark
A wordmark is used instead of the logo on social media posts; it should not intrude on the image and must be legible.
Horizontal Arrangement
The abbreviated ministry name in English is placed to the left of the full ministry name in Arabic (aligned to the bottom), placed in the bottom-centre.
Vertical Arrangement
The full ministry name in Arabic is placed above the abbreviated ministry name in English (aligned to the right), placed in the top-right corner.
Wordmark Specifications
Mobile App
For mobile applications, the full-colour vertical logo may be used inside the app (e.g. splash screen), but not as the app icon.
The vertical logo can be used on app splash screens
Due to App Store restrictions, entities may not use the federal emblem as the app icon and are required to create unique icons instead, related to the service the app offers.