Customer First
Customers are at the heart of everything we do. We take pride in fulfilling our promises and deeply value the trust our clients place in us, consistently delivering exceptional products, services, and experiences.
Corporate
- Document
- Emaar Brand Guidelines, January 2025 — 32 pages, external use only
- Typefaces
- Optima & Adobe Garamond Pro (English) · Ge Hili & GE SS (Arabic)
- Palette
- Four primaries — black, dark grey, light grey, white — and one highlight, sand
Emaar brand guidelines
The wordmark, the values behind it and the rules that govern the use of both — as Emaar publishes them, with the guidelines themselves to read here or to keep.
Section 01 of 11
Brand values
Fast Paced
In today’s dynamic market, speed is essential. We combine our determination, expertise, and passion to deliver rapid, high-quality solutions for our customers. Thriving in an ever-evolving environment, we adapt and evolve quickly to stay ahead.
Ownership Mindset
No detail is too small, no challenge is too big and no ambition is too great. We drive efficiency and effectiveness across all aspects of our business, positioning us for future growth and sustained competitiveness.
Talent & Tenacity
Our people are our greatest asset and heroes. We are visionary thinkers who dream big, act swiftly, and tackle challenges with high energy, positivity, and resilience.
Adaptability
We stay ahead of the curve, constantly disrupting the status quo and challenging conventional norms. By pushing ourselves and embracing the unexpected, we push boundaries, innovate, and create products and services that shape the future.
Section 02 of 11
Brand Mission & Vision
Brand Mission
Our mission is to deliver exceptional value to our residents, investors, visitors, shareholders, and the economy by crafting innovative, future-proof lifestyle offerings.
Brand Vision
Our vision is to be the world’s most trusted and valuable company, enriching lives with exceptional products and services, powered by talented people.
Note for review: the values, mission, vision, promise and personality are quoted as Emaar publishes them today. The January 2025 guidelines state all five in earlier wording — the mission, for instance, opens “By crafting innovative lifestyle offerings that are future-proof…”. The current wording is the one shown; the deck below is the older one.
Section 03 of 11
Brand Promise & Personality
Brand Promise
Our commitment is to create lasting value through exceptional talent, positively impacting lives in the UAE and globally.
Brand Personality
We are viewed as a strong, trusted brand, consistently contributing to the nation’s success and reinforcing the country’s vision.
Section 04 of 11
The Logo (Wordmark)
The wordmark logo is the cornerstone of our brand identity, embodying our commitment to quality. It is the most visible and recognizable representation of Emaar’s brand, and it plays a key role in uniting our communications across all platforms—print, online, and property signages.
English Logo
The wordmark in English is a bespoke typeface that has been meticulously crafted for Emaar’s brand. It merges modernity with tradition, ensuring strong visual appeal and brand recognition.
Arabic Logo
The Arabic wordmark is a bespoke typeface designed specifically for Emaar’s brand, balancing contemporary style with cultural heritage.
The EMAAR corporate logo is our most important asset and should always be applied correctly. Do not alter or modify the wordmark in any way.
Note for review: Emaar’s page prints the sentence above twice in succession, once as “The Emaar corporate logo…” and once as “The EMAAR corporate logo…”. It appears once here, in the wording the guidelines themselves use. No other sentence has been dropped.
Section 05 of 11
Logo Clear Zone
The clear zone is the space around the logo which should always remain clear, from any other graphic or typographic elements.
This zone is defined by the height of the ‘E’ in the English logo or the ‘Aleph’ in the Arabic logo. and the overall height of the brandmark.
Where possible, the clear zone should be increased to allow the logo to stand out within the composition.
Section 06 of 11
EMAAR Wordmark in Translation
When promoting Emaar outside of the UAE, different lock ups of the wordmark should be used in each market. Each lock up is custom-made to ensure legibility and should not be altered or modified in any way.
Section 08 of 11
Fonts
When promoting Emaar outside of the UAE, different lock ups of the wordmark should be used in each market. Each lock up is custom-made to ensure legibility and should not be altered or modified in any way.
Note for review: on Emaar’s page each of the four font blocks opens with the paragraph above — the one written for Wordmark in Translation, about market lock-ups. It is carried here once, as this section’s opening, rather than four times. The wording is unchanged and nothing else has been dropped.
English Fonts
The primary Emaar Corporate English typeface is Optima, which is reserved exclusively for headlines within advertising applications.
Arabic Fonts
The secondary Emaar Corporate Arabic typeface is GE SS, which is used for subheadings and body copy only.
Web safe fonts (English)
If the secondary Emaar Corporate English typeface (Adobe Garamond Pro) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Georgia Regular.
Web safe fonts (Arabic)
If the secondary Emaar Corporate Arabic typeface (GE SS) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Arial Regular.
Note for review: Emaar’s page names only the secondary Arabic typeface. The primary one, Ge Hili, is named in the guidelines and not on the page; both are set out under “As the guidelines state it” below, with the page they come from.
As the guidelines state it
English fonts
The primary EMAAR Corporate English typeface is Optima, which is reserved exclusively for headlines within advertising applications. The secondary EMAAR Corporate English typeface is Adobe Garamond Pro, which is used for subheadings and body copy only.January 2025 guidelines, page 16
Arabic fonts
The primary EMAAR Corporate Arabic typeface is Ge Hili, which is reserved exclusively for headlines within advertising applications. The secondary EMAAR Corporate Arabic typeface is GE SS, which is used for subheadings and body copy only.January 2025 guidelines, page 17
English web-safe fonts
If the primary EMAAR Corporate English typeface (Optima) is not applicable in a particular program, then a ‘web-safe’ font should be used for headlines. The primary web-safe font is Arial Regular. If the secondary EMAAR Corporate English typeface (Adobe Garamond Pro) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Georgia Regular.January 2025 guidelines, page 18
Arabic web-safe fonts
If the primary EMAAR Corporate Arabic typeface (GE Hili) is not applicable in a particular program, then a ‘web-safe’ font should be used for headlines. The primary web-safe font is Arial Regular. If the secondary EMAAR Corporate Arabic typeface (GE SS) is not applicable, then a secondary web-safe font should be used for subheadings and body copy. The secondary web-safe font is Arial Regular.January 2025 guidelines, page 19
Section 09 of 11
Colours Palette (Print / Digital)
The Emaar colour palette consists of four core colours used varyingly across various print and digital presence.
The palette plate as the guidelines set it — page 20 of the January 2025 deck.
As the guidelines caption them
- Black
- C0 / M0 / Y0 / K100 · R00 / G00 / B00 · #000000Primary colour
- Dark grey
- Pantone Cool Gray 11U · C0 / M0 / Y0 / K85 · R77 / G77 / B79 · #4d4d4fPrimary colour
- Light grey
- Pantone Cool Gray 1U · C0 / M0 / Y0 / K2 · R248 / G248 / B248 · #f8f8f8Primary colour
- White
- C0 / M0 / Y0 / K0 · 255/255/255 · #ffffffPrimary colour
- Sand
- C6 / M10 / Y16 / K0 · R237 / G224 / B209 · #EDE0D1Highlight colour (web)
Emaar’s highlight colour is #EDE0D1. This site’s own screen sand is #ebe1d3, two steps off that print value — it is the ground every filled control on the build is measured against for contrast, and it is the one place the build departs from the five values above. See P.1 in assets/ds/01-tokens.css.
Section 10 of 11
CO-Branding Lock-Up
(Longer Version)
In any partnership, it’s essential that Emaar’s logo maintains its prominence while ensuring the partner brand’s logo is proportionally balanced.
If the width of the partnered brands logo is significantly smaller when compared to the Emaar’s logo, it should be optimised by using the height of Emaar’s logo, and vice-versa.
(Vertical Version)
When Emaar collaborates with another brand, the collaborate brand logo has to be the same width of Emaar Logo on vertical lock up. On the horizontal lock up version, the collaborate brand logo has to be the same height of Emaar logo.
For some of the brand logo that vertically higher, it should be proportionally balanced with the Emaar Logo as shown in here.
Section 11 of 11
The guidelines in full.
The ten sections above are what Emaar publishes as a web page. They are drawn from a longer document: the brand guidelines themselves, issued January 2025 and marked for external use.
It opens here, in this page, and it downloads if that is what you want.
Emaar Brand Guidelines — January 2025
32 pages, external use only. PDF, 693 KB. This is the copy Emaar publishes at emaar.com, held on this site so that it opens without leaving the page.
Note for review: the guidelines carry seven areas this page does not — brand essence, wordmark do’s and don’ts, positioning and proportion rules, partnership flags, event lamp posts, press backdrops and printed stationery. Emaar does not publish them as web pages, so they are in the document and nowhere else.
Sections 01 to 10 are reproduced from Emaar’s published brand page at www.emaar.com/en/emaar-brand, retrieved 2026-09-22; the palette captions and the type rules are from the guidelines themselves, pages 16 to 20. Headings, wording and order are Emaar’s own. This page changes how the material is laid out and navigated, not what it says. Every image on Emaar’s page is published with an empty alt attribute. The descriptions on this page are this build’s own.
Section 07 of 11 — Co-branding with partnership
Social Media Accounts and Profile Picture
Using the Emaar logo, name or destination is strictly prohibited for social media accounts (For example, "Emaar_Arabian_Ranches" or destination "Azalea_in_Arabian_Ranches").
Partnership brands are not permitted to use the Emaar logo or destination logo as their social media profile picture.