Brand
In 2008 the Emirate of Sharjah launched its new branding – the result of which comes from a concentrated effort to develop an integrated brand to represent Sharjah, and with the aim of attracting tourism and investment to this Emirate. There is no doubt that the brand is not just a slogan (logo) but it includes several elements providing the way forward to promoting Sharjah on the world map.
The branding has two main elements. The first set of visual tools (elements) includes the logo and font and colours, and the second set symbolizes the five sectors that Sharjah embodies; tourism, business, culture and heritage, education and the east coast.
The new branding is inspired by traditional Islamic designs that Sharjah is proud to have as a key component distinguishing the Emirate’s past and present, and the colours chosen to represent the several elements of the Emirate.
Golden Earth Gold represents the sand in the desert of Sharjah, which is associated with the wealth and prosperity of the land. This gold is a subtle yet traditional colour chosen to symbolize the strong trading and business ethics of the Emirate.
Pure Blue is the calm colour of well-being, the blue of the sky and of the water bringing peace and harmony to family life. This colour has been chosen to represent the Emirate’s east coast.
Sun Orange is the vibrant colour of life and warmth, which is associated with the sunshine in Sharjah. It is the best expression of happiness and excitement reflecting tourism and recreation in the Emirate.
Deep Blue portrays a sense of confidence and stability and is a colour of intelligence chosen to symbolize Sharjah’s solid foundation and investment in education.
Purple is the colour of kings and is known to stimulate creativity. Therefore, this is the perfect colour selected to represent Sharjah’s Islamic culture and rich Arabian heritage.
These colours are the only ones used in the new logo and in the colours of the brand’s five sub-sections.
Sharjah, my destination
Smile you’re in Sharjah ... The slogan chosen for Sharjah for so many years and to boast Sharjah among the cities of the world. As the smile is the natural emotional response to those who come to visit Sharjah It is the Emirate that combines the traditional past, and the modern presence. It’s a mix that reflects the uniqueness of the emirate. Thus, retained (preserved, maintained) by the emirate for many years until the change came when it unveiled its new identity to become "Sharjah, my destination."
Sharjah has developed a new framework that specifies the characteristics of the next phase of innovation, Sharjah is no more the quiet and safe place only, but it continued to develop tourism as well as education and culture, and it is also known for all its cultural heritage and economic attractiveness of investments and its endeavor to become Sharjah my destination.
It preserved the authenticity of heritage as the ancient monuments, forts, and museums are the witness of the glorious past. There are also so many places for entertainment and traditional markets (souks) in addition to modern shopping malls, all contributed for Sharjah to become a destination of memorable family times ... It is a city characterized by social attractiveness for families and it boasts Arab and Islamic architecture too. At the same time it is a developed city with the most modern means of social welfare. It is also a promising economic city as it is attractive for business investments.