Evolving with Integrity

Dubai Economic Security Centre (DESC) was set up in 2016 with a view to maintain Dubai’s status as a global financial and economic hub, support its financial stability and protect its investments against crime. We created a new, contemporary logo and visual identity for DESC. The design needed to evolve from traditional calligraphy while continuing to have the falcon as the focal point. These graphic explorations illustrate the evolution from the previous identity to a unique, modern calligraphy, finally arriving at a bespoke logotype that is bold and proudly expressive, with the falcon central to its design. There are two facets to the identity. The circle or coin, represents the Economic Security Center’s core essence of finance and economy, and its values of stability, structure, protection, support and loyalty. The calligraphic falcon symbolizes the strength and purpose of the nation and the visionary wisdom and guardianship of its rulers. The symmetry of the design reflects the integrated and harmonious partnership between DESC and the UAE.