28.6.2009 Landor

Dubai Airport Freezone Unveils New Brand Identity

Landor Associates, one of the world’s leading strategic brand consulting and design firms, is proud to announce the launch of a new brand for the Dubai Airport Freezone, one of the oldest free zones in the Middle East region. The organization provides premium services and facilities to 1500 companies seeking to expand their global presence in the Emirates, Asian, African, and Gulf markets. 


Landor is responsible for creating the name, visual identity, and brand voice guidelines for the new brand. Previously having the word ‘authority’ in the name, the new brand distinguishes the organization from a governmental organization and tackles the misconception that the organization only supports aviation related businesses. 


Based on the theme, “Raising Standards,” Landor also developed the brand strategy, positioning, core signature, and identity system to position the organization as the ideal location for attracting foreign investment from outstanding companies in different service sectors. The new identity is conveyed by a deep blue color palette, complemented with a bold white and blue typography, which reinforces the organization’s ambitious goal towards fueling economic growth. 


“The Dubai Airport Freezone plays a vital and strategic role in contributing to the spectacular economic growth of Dubai,” said Bengt Eriksson, Managing Director of Landor’s Dubai office. “We are proud that we have been able to support the Airport Freezone in their strategy to become a cornerstone of the nation’s economic success.” 


The new brand was launched in the presence of various excellences, sheikhs, and dignitaries, including Chairman of Dubai Airport Freezone, Sheikh Ahmed bin Saeed Al Maktoum, at the Airport show on May 19, 2009 and will be featured on all communication collateral, merchandising, and gift items.