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'Dubai Culture' unveiled as the new brand identity of the Dubai Culture and Arts Authority

posted on 22/03/2009: 986 views


The Dubai Culture and Arts Authority yesterday announced its new brand identity, as part of which it has been renamed 'Dubai Culture'. The new brand identity will help the organisation build on its achievements over the last year and support its long-term strategy of developing Dubai into a global cultural hub. The announcement coincides with the first anniversary of the organisation.

HE Dr. Omar bin Sulaiman, Managing Director of Dubai Culture said: 'It was exactly a year ago that the Dubai Culture and Arts Authority was created under the guidance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai. It was inspired by His Highness's vision, set out in the Dubai Strategic Plan, to build upon Dubai's status as one of the world's most multicultural cities and contribute to the renaissance of culture and arts in the region. Since its inception, under the directives of H.H. Sheikh Majid Bin Mohammed Al Maktoum, Chairman of Dubai Culture, the initiatives of the Authority have significantly enriched the cultural and artistic environment in Dubai in a relatively short period of time'.

He further said, 'Since then, our initiatives have succeeded in increasing artistic and cultural activities and enhancing the environment for their development in Dubai. Most importantly, we have been able to promote the understanding and appreciation of diverse artistic disciplines. This has been our most significant achievement in the past year'.

'Now, as we are poised to embark upon the future, we need to transform ourselves with the changing demands of our times and become even more dynamic, synergetic and versatile. We believe that our new identity - Dubai Culture - and the accompanying new logo, our progressive strategy, expanded responsibilities, and vision, are integral components of the Dubai spirit', he added.

The Authority continues to move forward armed with its progressive vision, to position Dubai as a vibrant, Arabian global city that can help shape culture and arts in the region and the world.

Dubai Culture's mission is to actively support and drive Dubai's development as a dynamic culture, heritage and arts centre by creating an environment that facilitates and inspires cultural activity This announcement of the organisation's new identity also coincides with the transfer of all heritage sites such as the Dubai Museum, the Shindaga Heritage Area, the Union House, Al Bastakiya, the old souks, Hatta Heritage Village and others, under the umbrella of Dubai Culture. This reinforces Dubai Culture's role in promoting and preserving the UAE's national heritage and identity, and educating Emiratis, residents and visitors in Dubai about the rich culture and heritage that the city has to offer.

Dubai Culture will continue to operate as an Authority with the strategic mission of developing and transforming the cultural scene in Dubai and the region. The Authority's mandates are in line with the Dubai Strategic Plan, which makes it responsible for enriching Dubai's cultural environment by, Improving the governance of the cultural sector, Upgrading the regulatory framework for cultural organisations, Developing the physical infrastructure to promote cultural activities, Increasing awareness and interest in cultural activities, Identifying and nurturing talent, and Enhancing the availability of quality cultural activities; said a statement.

The organisation has launched several major cultural initiatives in line with its mandate including: Muhammad the Messenger Museum, the first project of its kind in the world to highlight the life of Prophet Muhammad (PBUH); the Khor Dubai project that seeks to create a world-class cultural infrastructure stretching across the shores of the Dubai Creek; the Gulf Film Festival, an annual non-profit cultural event that aims to celebrate the best in Gulf cinema; and The Dubai Festival for Youth Theater, an annual initiative that seeks to celebrate and foster the art of theatre in the UAE.

HE Dr. Omar bin Sulaiman pointed out that the Authority, under the leadership of H.H. Sheikh Majid Bin Mohammed, will build on the city's rich culture and vibrant arts scene and simultaneously strive to promote and nurture Emirati talent to help drive the Arab cultural renaissance and position Dubai amongst the leading cultural cities of the globe.

'Armed with our new identity and our strategic direction, Dubai Culture will create an ideal environment for culture and art to flourish while continuously increasing awareness of Dubai's thriving cultural scene. In doing so, we are sure that we will be able to meet the expectations of our leadership and of the people of the UAE, and the region,' he concluded. – Emirates News Agency, WAM

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