Our Brand Assets

We are proud of our Islamic heritage. Of Sheikh Zayed’s legacy. Our identity should reflect this. To that end we propose a design which combines Islamic tradition with contemporary design based on an Arabic calligraphy of Abu Dhabi.

Our Brandmark's unique presence is inspired by our visionary future, wisdom of our heritage, and the landscape of Abu Dhabi.

The frame asset was developed in recognition of the tradition in Abu Dhabi of framing pictures and items of value, such as portraits. Incorporating elements of traditional bisht design - in order to maximise the reverence to be attributed to the item being framed - the frame asset offers a unique and subtle way of branding an advertisement, or a piece of literature.