Dubai Tourism

How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world?

Branding, Product Design, Storytelling

The Brief

Can a font truly capture the essence of a city? Can it convey the stories, the culture, the very soul of a place? This was the ambitious goal behind the creation of the Dubai Font, a typeface designed to transcend traditional typography and become a symbol of Dubai's global identity. Join us as we delve into the fascinating journey of how this unique font was conceived, developed, and ultimately shared with the world.

Dubai Font - Launch Video

We are not all from the same culture, we don't always share the same opinions, but that's what makes us unique. The Dubai Font, uniting the world through self-expression.

Dubai Font - The Making

While several cities have invested in their own bespoke typefaces, what sets Dubai Font apart is its partnership with Microsoft and its free distribution for both public and government use. While many city typefaces have tourism or a utilitarian function at their heart, Dubai Font goes above and beyond this. It also becomes a typographic voice for the city’s population.

Dubai Font - The Story

The concept for Dubai Font was created in November 2015.

The font, which was made in partnership with Microsoft, enables people to switch easily between the Arabic and Latin alphabets and is a tool that allows people across the four corners of the earth to express themselves easily.

The spirit of Dubai and the vision to be a modern Arabic city while keeping its heritage alive is what inspired the font.

Dubai Font Stories - Fabula

Once upon a time, there was an artist named Darine who loved simplicity, & an artist named Saada who loved to stand out with bold statements & designs. Driven by the same passion, they founded Fabula to combine the bold statements with simple & elegant designs.

Dubai Font Stories - Fahid

The hardest things are not always the one difficult to achieve, sometimes they are the things we are brilliant at but others fail to see. Hamad and Fahid share their story of determination and being #Bold.

Dubai Font Stories - Ibrahim

Presenting the Arabic language & its beauty in a modern world can be challenging. Ibrahim Khamayseh takes the Arabic letters to new places with digital design and calligraphy work. To him, it is his responsibility to communicate the fluid beauty of the Arabic language

Dubai Font Stories - Maisoon Al Saleh

A story of a passionate individual who found the link between #Art, #Tradition, and #Heritage to bring forward visual tales of expression mapping a country and its values.

Dubai Font Stories - Manaa

A story of a passionate individual who found the link between #Art, #Tradition, and #Heritage to bring forward visual tales of expression mapping a country and its values.

Our Solution

Dubai Font is a powerful symbol of the city's unique identity and its commitment to promoting literacy and cultural exchange. This custom typeface, commissioned by His Highness Sheikh Hamdan and launched in partnership with Microsoft, was designed to represent the diverse voices and aspirations of the city's people.

The integration of Dubai Font into Microsoft Office 365 marked a major milestone in city branding, instantly making the typeface accessible to over 100 million devices worldwide. This bold move not only elevated Dubai's global presence but also showcased the power of design to bridge cultures and inspire positive change.

The Results

The Dubai Font, meticulously designed by Dr. Nadine Chahine of Monotype, is a harmonious blend of tradition and modernity. Inspired by both the rich heritage of Arabic calligraphy and Dubai's futuristic landscape, the typeface seamlessly integrates Latin and Arabic scripts, creating a visual language that reflects the city's diverse cultural identity.

Dubai Font has become a symbol of the city's commitment to inclusivity, creativity, and global reach. Officially adopted by businesses, government institutions, and citizens alike, the typeface has permeated the fabric of daily life in Dubai, appearing on everything from signage to official documents.

The font's launch was accompanied by a multi-faceted campaign, led by Y&R Dubai in collaboration with The Executive Council of Dubai, Mirum, MCS/Action, ASDA BCW, and Hill + Knowlton. This strategic effort garnered a staggering reach of over 194 million, with a perceived ad value exceeding US$6.75 million.

The campaign's success in promoting the font's message of self-expression and cultural unity was further validated by its win at the Dubai Lynx 2018 award for Corporate Image and Sponsorship.

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Dubai Tourism

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