Reflecting the dynamism and substance of this unique ‘Next Generation Planning’ mindset, the creation of an Abu Dhabi Vision 2030 brand identity brings together all the elements of this innovative approach, allowing the UPC to communicate the full scope of the plan to the Emirati communities.

The word ‘Vision’ is incorporated into the brand and reflects the visionary guidance of government initiatives. The new brand is also endorsed by the Brand of Abu Dhabi and complements its added value. The choice of colours illustrates the confluence of Abu Dhabi’s marine and desert environments, emphasising sustainable and controlled development policies within the plan that will preserve the Emirate’s physical and cultural identity. Staying true to Abu Dhabi’s culture and heritage, the Arabic typeface used in the ‘Vision 2030’ brand reinforces Plan Abu Dhabi 2030’s vision to create an authentic Arab city. The contemporary design of the lettering illustrates its forward-thinking focus and the UPC’s foresight to plan.

Although created by the UPC, this new brand will be owned by the people of Abu Dhabi, it will become an inspiring image of its collective vision for a harmonious, diversified, culturally rich, stable and sustainable society. With people at the forefront of everything the UPC does, the identity will be a symbol of a future environment that everyone can contribute to and be proud of.