The Telecommunications and Digital Government Regulatory Authority announces its new brand identity

Al Mansoori: the new brand expresses the aspirations of the Authority in line with our wise leadership orientation for the next fifty years

  
The Telecommunications and Digital Government Regulatory Authority announces its new brand identity

The Telecommunications and Digital Government Regulatory Authority has announced its new brand identity, which is in line with the directives of the wise leadership represented in Decree No. (23) issued on September 27, 2020 to amend some provisions of the Decree Law No. (3) of 2003 regarding organization of telecommunications sector. The amendment includes addition of the "digital government" to the responsibilities and name of the Authority.

The new identity reflects the central role of the Authority in line with the orientation of the UAE over the next fifty years, which includes accelerating the pace of digital transformation in the UAE and shaping a future based on advanced technology supported by artificial intelligence, smart cities, and a knowledge-based society and economy.

The announcement was made in a virtual press conference held by the Authority in the presence of H.E. Hamad Obaid Al Mansoori, Director General of the Telecommunications and Digital Government Regulatory Authority, leaders and employees of the Authority and media representatives.

The Authority had launched a series of brainstorming workshops and consultations to choose the new brand identity of the Telecommunications and Digital Government Regulatory Authority. The new identity is aimed to have a set of well-established meanings such as trust, leadership, innovation and future foresight. At the same time, the identity is aimed to reflect simplicity and aspiration towards customer happiness. The new design came as a result of these internal consultations and activities, and as a summary of the meanings to be implied in the Authority’s orientations for the next phase.

On this occasion, H.E. Hamad Obaid Al Mansoori, Director General of the Telecommunications and Digital Government Regulatory Authority said: “We are proud of the high confidence given by the wise leadership to the Authority by adding digital government to its name. We see this as a mandate we are honored to carry out, and as a challenge that we place at the top of our missions for the next phase. We insist on achieving success as we did in our previous tasks under the guidance of our wise leadership and with the support of the national teams in the authority and other government partners in digital transformation. We also depend on support of our ICT sector partners, who held the responsibility with us and contributed to the country's leadership in ICT.

He added: "Today we launch the new identity of the Telecommunications and Digital Government Regulatory Authority, which expresses the Authority’s aspirations for the next 50 years. It is embodied in the investment of the Fourth Industrial Revolution and 5G potential for enabling digital government and achieving digital transformation. Digital transformation is now a strategic social and economic program aimed at facilitating people's lives, and providing them with quick solutions and services around the clock."

Ms Ahlam Al Feel, Director of the Authority’s Corporate Communications Department highlighted the implications of the new brand identity, saying: "We made the new brand ends with the letter A on purpose. It is the start of the English alphabet and it is the end goal for the UAE citizens whose final objective is always the 1st place."

She added: "The Authority leadership wants to convey an important message by this brand: "We are inspired by our leaders to start from the dream and the vision. We write our story from the last chapter, and then we start the journey of implementation."

The new logo of the authority is attractive and modern with a lot of prestige and power. It tells a visual color story that symbolizes communication and correlation. It reflects the image of optical fibers, and their impact on the advanced telecommunications sector.

The new logo clearly expresses the long-term future vision of the Telecommunications and Digital Government Regulatory Authority. It is simply abbreviated as (TDRA). It easily pronounced in both Arabic and English.

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