Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of Roads and Transport Authority (RTA), announced the new corporate identity of RTA, which is compatible with the directives of the Dubai Government towards smart government and people's happiness.

The new identity is built on three key elements: Make, Move, Transform.

Al Tayer unveiled the new identity during a ceremony held in Armani Hotel, Dubai in the presence of presidents and top executives of Dubai Government departments and media representatives as well as RTA's CEOs and directors.

In a speech delivered during the event, Al Tayer offered thanks and gratitude to His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, for the wise leadership and the unlimited support to RTA's plans and projects.

"The launch of the new corporate identity marks a new beginning of an era for excellence in implementing projects and initiatives that contribute to the fruition of the vision of Shaikh Mohammed bin Rashid in making Dubai Number 1 in various fields worldwide. It also contributes to realizing the strategic plan of the Dubai Government 2021 aimed at providing improved infrastructure and world-class services," said Al Tayer.

"The CHANGE is the secret underlying the success of organizations, and the corporate identity and logo depicting the profile of any entity. RTA is one of the key entities leading the technological drive, and adopts new standards of innovation. It seeks to drive Dubai into the future and at the same time realize the ambitions of the leadership and needs of residents of the Emirate besides support the change drive," he added.

Al Tayer expressed his deep thanks to RTA's strategic partners and commended their efforts and cooperation throughout the drive of the RTA.

He hailed the cooperation of the Dubai Police in overcoming key challenges facing the Emirate such as tackling the low traffic safety level, and addressing the security of transportation, especially the Dubai Metro and Dubai Tram. He reiterated RTA's intention to take this partnership to new levels of communication and coordination towards realizing the visioof our government.

During the ceremony, a film about the new corporate identity was shown, where RTA's existing logo is retained. The prevailing colour of the new identity is blue alongside RTA's defining red color. A new font has been designed for RTA in Arabic and English, in addition to shapes, drawings and icons depicting the growth and development of RTA and the services on offer to customers. The shapes, colors and new maps will facilitate access to RTA's services in order to realize the cherished objective of bringing happiness to customers.

Afterwards, Al Tayer honoured RTA's strategic partners including ministries, authorities, public institutions and media organizations, in recognition of their efforts, cooperation and active participation in bringing success to RTA's efforts from day one.

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