Dubai Police all set for a makeover

dubai — The Dubai Police are all set to launch its new identity, in line with the UAE strategy under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai.

The new identity also follows the Dubai Police’s own strategic plan 2016-21 and the Dubai Government’s Vision 2021.

As part of installing the new identity, the old Dubai Police flags in front of the Dubai Police headquarters and all police stations will be replaced with flags bearing the new corporate identity.

Major-General Abdullah Khalifa Al Marri, Commander-inChief of the Dubai Police, will launch the new Dubai Police logo, its smart apps and website, bearing the new identity.

The Dubai Police will conduct a large-scale marketing campaign in the emirate, to introduce the new identity to the public. This will include various marches across Dubai, and information about the new identity made available at shopping malls and public spaces through specialised platforms; and electronic screens on the roads and at the Dubai International Airport and Metro stations and on screens in a number of government and private departments.

Maj Gen Al Marri said: “The Dubai Police’s new corporate identity is based on the vision of His Highness Sheikh Mohammed, who said that achieving happiness and positive participation in the UAE community is a goal and a course of action for all government agencies.”

He added that “the new identity reflects three values that the Dubai Police strives to promote: distinguished services reflecting positively on the community, protecting the security of the emirate and the use of soft power in dealing with public. All these values aim to build a safe, happy society.”

Major General Mohammed Saeed Al Marri, assistant general commander for Community Welfare and Equipment, said that the implementation of the corporate identity will be synchronised for marketing activities aimed at introducing different members of society to the new identity.

The events will include a series of marches from the major police stations on Thursday. Maj Gen Al Marri said the marches will see patrol and luxury police vehicles, as well as bicycle and motorcycle cops, all bearing the new corporate identity. All the marches will set off simultaneously at 3pm and go on till 7pm.

The new identity is based on the vision of Sheikh Mohammed, who said that achieving happiness and positive participation in the UAE community is a goal for all government agencies.” Maj-Gen Abdullah Al Marri, Commander-in-Chief of the Dubai Police