Etihad Rail, the developer and operator of the UAE National Rail Network, has introduced a fresh brand identity that includes a redesigned logo, mission, vision, and core values.
This rebranding initiative is in line with the company’s extensive strategy, plans for expansion, and aspirations for future growth. Capturing the nation’s Spirit of the Union, the new identity symbolizes the connectivity and unity established between the diverse cities and regions of the UAE through the railway network.
The updated brand identity, according to a statement, reflects the vision of the UAE’s leadership, particularly under the guidance of Sheikh Theyab bin Mohamed bin Zayed Al Nahyan, deputy chairman of the Presidential Court for Development and Martyrs Families Affairs and chairman of Etihad Rail, recognizing the significant national achievements accomplished in recent years.
Commitment to connectivity and growth
Furthermore, Etihad Rail’s refreshed vision emphasizes its commitment to serving the UAE by enhancing opportunities and connectivity through a safe and sustainable railway network that links communities and industries. The company has reached several milestones recently, including the commencement of freight train services, the integration of the UAE’s National Rail Network with the upcoming passenger station in Sharjah, and the advancement of passenger train services, all of which highlight its competitive advantage in the industry.
Symbolism of the new logo
The new logo design further draws inspiration from the falcon’s eye, the silhouette of a train, and the railway track. It embodies the falcon’s agility and speed, its precision in targeting goals, and its determination to reach its destinations. Additionally, the logo reflects the sophisticated aesthetic that distinguishes Etihad Rail, showcasing its purposeful approach to achieving objectives as well as its ambitious long-term vision.
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Emphasizing connectivity with a new slogan
Additionally, the new brand identity is encapsulated in the refreshed slogan, “We Move Together.” This phrase reinforces the company’s dedication to enhancing connectivity between communities across various cities and regions through the railway network, linking people and industries to create a brighter future. The revamped corporate identity is built on four key values: Committed, Considerate, Creative, and Connected.
Commitment to subsidiaries and services
Moreover, Etihad Rail’s new brand extends to its subsidiaries. These include Etihad Rail Freight, Etihad Rail Infrastructure, and Etihad Rail Mobility. This highlights the company’s steadfast commitment to improving logistics services. It also emphasizes their focus on freight transportation and rail passenger travel.
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