UAE ministry unveils musical identity

Musical identities for organisations, companies and government departments are a way of giving a brand a distinct identity.

Similar to a musical jingle or a “sound logo” they are a way of identifying an organisation by sound, and giving them a musical signature for messages and statements.

UAE ministry unveils musical identity

In producing its own musical identity, the MOHRE has captured the core values that make it stand out.

Combining a spirit of openness, international inclusion and Emirati culture the musical identity was developed by a composer and sound engineering specialist.

In a statement on social media, the MOHRE said: “We are announcing today the launch of our musical identity that reflects our values of effective communication, cultural openness, social harmony, and empowering Emirati talents.

“Our musical identity blends local and global touches, embodying a unique labour market that is home to around 200 nationalities”.

Ibrahim Shukralla, Director of Government Communications at the Ministry said: “The main objective of this musical identity was to represent the Ministry’s values. 

“A key characteristic of this musical identity is that it reflects the UAE’s openness to all nationalities from all around the world with no prejudice whatsoever.

“At the same time, it relays the authentic Emirati values and culture.”

Shukralla added the musical identity can be summed up by the words:

• Humanity
• Communication
• Protection
• Safety

Composer and sound designer Joe Najm said: “We want to convey a feeling of optimism and positivity, without sounding too positive.”

Explaining the use of a minor scale in the MOHRE musical identity he said: “A minor scale is able to convey authority in a nice way, but at the same time still give you a feeling of comfort and optimism”.