Vision Magazine Online Issue 1

Branding the UPC
Since 2007, the Abu Dhabi Urban Planning Council (UPC) has
been working on developing a clear brand identity to promote all
masterplans under the Abu Dhabi 2030 Vision umbrella. As the
regions, cities and settlements start to take shape on the drawing
board, the UPC’s Communications Team has been hard at work
creating a branding strategy that creates consistency across the
organisation, yet individuality for the masterplans being produced.
But why is branding so important for the UPC and Abu Dhabi?
Budour Rawas Al Rashedi, Associate Manager for Corporate
Marketing at the UPC explains…
Great brands are built
by being consistent in
the way we act and
design our masterplans
and also in the way we
communicate.
Why does the UPC
need a brand?
The UPC is the agency responsible for planning
the future of Abu Dhabi’s urban environments
and therefore is very visible across the Emirate.
We needed to create a brand that reflects Abu
Dhabi as an Emirate and highlights the work that
is being done in an easily identifiable way. The
UPC is working for the public to create vibrant
and sustainable communities. We want people to
recognise our logo and understand what we aim to
do. As our projects are implemented, people will be
able to visibly see the UPC’s work taking shape.
How does the UPC brand
work?
Following a period of research and analysis to
explore the Emirate’s characteristics, we worked
on a number of designs to find one which best
represented Abu Dhabi. The brand works on a
number of levels. The visionary approach to planning
is reflected in the ‘Vision 2030’ part of the logo and
this is enhanced by incorporating the Abu Dhabi
emblem into the overall identity. This helps to focus
on the long-term, strategic nature of the plans.
The colours used; a sandy brown and marine blue,
reflect the convergence of the sea and the desert
which makes Abu Dhabi so special and highlights the
importance of protecting the natural environment,
one of the pillars of the UPC’s Estidama programme
of sustainability.
Why is branding important?
Great brands are built by being consistent in the
way we act and design our masterplans and also
in the way we communicate. Given the number
of masterplans, brochures and documents the
UPC produces, it is really important that there
is consistency across the documents so that
everyone, whether they are a member of the
public or a developer, can identify the plan as a
UPC document. Furthermore, designing a logo
creates a link between the people and their cities,
towns and settlements – their own signature for
their community.
Over the next 12 months, we will be building
on the successes of 2009 and the visibility we
achieved in the media to reinforce the UPC’s
mission as an agent of social, cultural and
economic development.
How do you create the
brands?
It is important we have a level of consistency across
the UPC, but it is also important that individual
cities and settlements maintain their own identity.
Across the Emirate, there are some differences in
environments. The logos are therefore created to
reflect and celebrate this diversity.
Budour Rawas Al Rashedi
Associate Manager,
Corporate Marketing,
Abu Dhabi Urban Planning Council
ISSUE ONE - VISION MAGAZINE 31