Special Reports
Abu Dhabi 2030 Vision Brand Launched

September 16, 2008

The Abu Dhabi Urban Planning Council (UPC) has unveiled a new identity to
represent the Abu Dhabi Emirate's Plan 2030 Urban Framework, symbolizing the
Emirate's 2030 long term vision. The new brand will help communicate Plan Abu
Dhabi 2030's key principles including preserving the area's delicate ecology,
ensuring economic sustainability, enhancing transport links, increasing public
open spaces and fostering Emirati culture.

Reflecting the dynamism and substance of this unique 'Next Generation Planning'
mindset, the creation of this brand identity brings together all the elements of
this innovative approach, allowing the UPC to communicate the full scope of the
plan to the Emirati communities.

The word 'Vision' is incorporated into the brand and reflects the visionary
guidance of government initiatives. The new brand is also endorsed by the Brand
of Abu Dhabi and complements its added value. The choice of colours illustrates
the confluence of Abu Dhabi's marine and desert environments, emphasising
sustainable and controlled development policies within the plan that will
preserve the Emirate's physical and cultural identity. Staying true to Abu
Dhabi's culture and heritage, the Arabic typeface used in the 'Vision 2030'
brand reinforces Plan Abu Dhabi 2030's vision to create an authentic Arab city.
The contemporary design of the lettering illustrates its forward-thinking focus
and the UPC's foresight to plan.

H.E. Falah Al Ahbabi, General Manager of the UPC commented, "Although created by
the UPC, this new brand will be owned by the people of Abu Dhabi, it will become
an inspiring image of our collective vision for a harmonious, diversified,
culturally rich, stable and sustainable society. With people at the forefront of
everything we do, the identity will be a symbol of a future environment that
everyone can contribute to and be proud of."

The new identity was officially unveiled today by the H.E. Falah Al Ahbabi to
UPC staff members. The brand will now be implemented across all Plan 2030
marketing collateral and will become a mark of differentiation for projects that
comply with the Plan Abu Dhabi 2030 framework's vision.


Promoting Green Building Design, Construction and Operation, Sustainable Living,
Clean Technology, Renewable Energy Resources and Energy Independence