HH Sheikh Mohamed bin Zayed Al Nahyan issued a law establishing the new authority to replace Social Care and Minors Affairs Foundation and manage endowment affairs and minors’ wealth in Abu Dhabi.

CAPTURING A NEW VISION

Having worked with the Abu Dhabi Government across multiple recent brand positioning projects, we were asked to capture the pivotal role in driving sustainable development of managing endowments and minors’ funds. We needed to embody innovation and global best practices, while firmly staying true to the UAE’s rich history and heritage.

We created Awqaf Abu Dhabi’s new identity and brand narrative to symbolize a strong sense of belonging and connection to the nation’s cultural legacy and long-term impact that spans generations to come.

The minimalist symbol is inspired by the streamlined bark of our palm trees.

We combined the palm trunk bark, this with symbolic representations of Awqaf Abu Dhabi with a progression arrow, the leaf of a document, a curve to communicate continuity — to create a distinct and timeless icon. The chosen color palette reflects the natural tones of Abu Dhabi’s landscape, enhancing the icon’s lasting appeal.

FUTURE READY

Among the key initiatives by Awqaf Abu Dhabi is the upcoming launch of a comprehensive digital platform for the management of endowments and provision of services, as well as focusing on training programs for youth to encourage their participation in endowment management. The entity is also strengthening partnerships with universities and research centers to support innovation in endowment management.

Learn more about Awqaf Abu Dhabi on adawqaf.gov.ae