The Dubai Culture and Arts Authority has unveiled its new brand identity, as part of which it has been renamed “Dubai Culture”.

The new brand identity will help the organisation build on its achievements over the last year and support its long-term strategy of developing Dubai into a global cultural hub, said a top Dubai official.

The announcement coincides with the first anniversary of the organisation, Dr. Omar bin Sulaiman, managing director of Dubai Culture said.

He said the Dubai Culture and Arts Authority was created a year ago under the guidance of Sheikh Mohammed to build upon Dubai’s status as one of the world’s most multicultural cities and contribute to the renaissance of culture and arts in the region.

Since its inception, under the directives of Sheikh Majid Bin Mohammed Al Maktoum, chairman of Dubai Culture, the initiatives of the Authority have significantly enriched the cultural and artistic environment in Dubai in a relatively short period of time, he stated.

Dr Omar Bin Sulaiman pointed out that Dubai Culture’s mission was to actively support and drive Dubai's development as a dynamic culture, heritage and arts centre by creating an environment that facilitates and inspires cultural activity.

"Now, as we are poised to embark upon the future, we need to transform ourselves with the changing demands of our times and become even more dynamic, synergetic and versatile. We believe that our new identity – Dubai Culture – and the accompanying new logo, our progressive strategy, expanded responsibilities, and vision, are integral components of the Dubai spirit," he added.

The announcement of the organisation’s new identity also coincides with the transfer of all heritage sites such as the Dubai Museum, the Shindaga Heritage Area, the Union House, Al Bastakiya, the old souks, Hatta Heritage Village and others, under the umbrella of Dubai Culture.

This reinforces Dubai Culture’s role in promoting and preserving the UAE’s national heritage and identity, and educating Emiratis, residents and visitors in Dubai about the rich culture and heritage that the city has to offer, he added.