Dubai: Security, communication and innovation are the three defining facets of Dubai Police’s new identity which was unveiled on Thursday as part the force’s strategic plan and the Dubai government’s Vision 2021.
Major-General Abdullah Khalifa Al Merri, Commander-in-Chief of Dubai Police, raised the new green flag with the new logo of the force in front of the Dubai Police headquarters in place of the old, an act that was simultaneously performed across all police stations in Dubai.
The new logo has a simplified wreath symbolising growth, giving and well-being, forming a circle around the well-recognised sailboat and the waves motif embodying the security and safety encompassing the community. The simplified, spare lines of the sailboat in the new logo symbolise clarity while the earlier image of high, crashing waves now settles into a soft wave pattern representing a safe and happy environment for all.
A distinguishing feature of the new logo is the absence of the Dubai Police tagline at the base, a mark of how recognisable the identity of the force has become internationally, setting a benchmark among security institutions around the world for its performance, excellence and cooperation in combating crime.
The new identity unveiling also saw the launch of the new Dubai logo, smart app and website during the ceremony attended by officials and directors of police stations. The new app is easier to use and the website more interactive, said the police.
“The new identity is in line with the UAE strategy under the leadership of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai,” Maj-Gen Al Merri said. “The new strategy will be based on three values — security, communication and innovation.”
Maj-Gen Al Merri added that Dubai Police want to use soft power with the public and stay in communication with them at all times while pursuing innovation in their strategic goal of making Dubai a safe city and a happy society.
Brigadier Dr Ahmad Mohammad Al Saedy, director of the Corporate Identity Team, said Dubai Police would be carrying out a large marketing campaign of the new identity until January 9.
He said the marketing would include marches on the streets of Dubai, staging awareness drives in shopping malls and other public places and setting up electronic screens along roads and at Dubai International Airport and metro stations.
All the marches will set off simultaneously at 3pm and conclude at 5.30pm in different areas in Dubai.
New supercar joins Dubai Police fleet
Dubai Police added a Bentley Bentayga 2018 to its supercars patrol fleet.
The new patrol cars were unveiled on Thursday during the launch of the new identity when Major-General Khalil Ebrahim Al Mansouri, Assistant Commander-in-Chief for Criminal Investigation Affairs of Dubai Police, received Mohammad Khalaf Al Habtoor, vice-chairman and CEO of Al Habtoor Group.
“The new car has the new Dubai Police logo. We will have our presence strengthened in popular tourist areas, such as near Burj Khalifa and Shaikh Mohammad Bin Rashid Boulevard,” Maj-Gen Al Mansouri said.
First Lieutenant Saif Al Shamsi, director of Tourist Police Patrols, said the new luxury car comes with a 600 horsepower and V12 engine with a computer and special radars for the close and farther distances.