The Abu Dhabi Tourism Authority is today unveiling a new brand identity that has been designed to capture the emirate’s philosophy, cultural heritage and future aspirations.

ADTA chairman HH Sheikh Sultan Bin Tahnoon Al Nahyan said the brand will be used to project a positive, memorable and consistent profile to the outside world as well as being used domestically to reinforce the unity, pride and spirit of Abu Dhabi’s people.

He added: “The new brand will represent the focal point of our marketing communications and help to differentiate Abu Dhabi from other destinations in the region and around the world.”

The centrepiece of the brand, developed with M&C Saatchi Australia, is an exhibition of images taken by American photographer William Huber that present in contemporary style a graphic portrait of Abu Dhabi’s history, culture and natural beauty.

The images are on show on the ADTA stand so the trade can see the graphics to be used in international marketing.