Roads & Transport Authority (RTA) Corporate branding
| Fact |
Value |
| Contact |
Dubai |
| Client |
Government of Dubai
Roads & Transport Authority (RTA) |
| Project |
Corporate branding |
| Industry |
Government |
| Timeline |
31 Months
Dec 05 - Jul 08 |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Brand Naming
Information Design
Internal Communications
Brand Audit (including VISEQS)
Competitive Analysis
Insight Research
Opportunities and Insight Report
Brand Architecture
Brand Idea
Brand Positioning
Value Proposition
|
| Team size |
5 The Brand Union
25 Client |
In the past, branding has not been associated with
government communications. However, the Government of Dubai, seen on the world stage as being an extremely progressive government, realised that it needed to communicate effectively to its public and understood that their customers live in a branded world. The leaders of Dubai realised that public perception of the brand is as important as the services it offers, as it affects the wider image of the city, locally and internationally.
Dubai, one of the fastest growing cities in the world, attracts thousands of new residents, tourists and business visitors every day. To cater to this increasing demand, an integrated transport system was needed. In November 2005, the Road and Transport Authority was formed taking under its auspices all modes of transportation in Dubai, from road systems and public transport to marine networks and the ambitious Dubai Metro project.
We created a clean and confident visual language that
works comfortably across a wide range of services
Prior to the formation of the RTA, transport systems within Dubai were branded individually, if at all. Therefore it was essential for us to develop an integrated brand architecture that reflected the RTA as a dynamic organisation, and one that proactively engages the transport challenges of the Emirate and shows the people of Dubai – and the world – that it is making an immediate, positive impact.
One vision, many missions
We created a branding solution that communicates a single-minded vision and approach to the transport needs of Dubai. The new brand brings together all the efforts, initiatives and services developed by the Government of Dubai to provide safe and smooth mobility for the Emirate.
A multi-cultural landscape
The idea of 'convergence' was translated into a simple and service-orientated identity capable of forging a relationship with a hugely diverse target audience. "The simplicity and focus of the new identity and brand language has allowed the authority to deliver on an aggressive and demanding rollout, while maintaining an overall consistent and single minded brand communication,” says The Brand Union’s Executive Creative Director Middle East Matthew Laubscher.
Making a mark on Dubai
The clean and proud visual language reflects the focus that affords the city of Dubai yet another opportunity to make its mark as a world-class cosmopolitan centre. The new brand is simple, flexible and distinctive, allowing the RTA to brand its diverse touch points as well as the various modes of transport within it.
Through the concept of ‘convergence', the visual language works comfortably across a wide range of services. It combined all the modes of transport offered through the RTA with a modern look and feel. This identity is designed to remain contemporary without over commercialising its services. We initiated a unified approach that conveys to residents and visitors to Dubai, RTA’s brand essence under a single message, ‘Mobility’.
Our client now boasts a cohesive and easily identifiable brand that works harmoniously with the diverse range of services of this significant government entity.