Emirates tells 'Dubai Font' story to world

Dubai - The video will see the city further cement its reputation with visitors as a modern and global cultural hub

Snapshots of the Dubai Font may be seen across different parts of the city, including along the ever-busy Sheikh Zayed Road, but now the story of how the font came to be will be taking to the skies.
On Tuesday, Emirates airline announced that it will air a video describing the 'Dubai Font' story to flyers from around the world.
Designed to reflect the modernity and culture of innovation that exists within Dubai, the video will see the city further cement its reputation with visitors as a modern and global cultural hub, extending far beyond the streets of the city.
The move comes in partnership with the General Secretariat of the Executive Council of Dubai.
The five-minute video describes the exciting transformation that the city of Dubai has undertaken in recent years, and the work that has been carried out over the last 18 months to design the new font.
Designed in cooperation with Microsoft, it is the first font to be created by a city and named after it, under the directives of Sheikh Hamdan bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai, and Chairman of the Executive Council.
Commenting on the announcement, Sheikh Ahmed bin Saeed Al Maktoum, president of the Dubai Civil Aviation Authority, chairman and chief executive of Emirates airline and Group, said expression knows no boundaries or limits.
"This mantra formed the basis for the new font, and it is an expression and an ambition, that is very much shared by everyone at Emirates. It is a testament to Dubai's thirst for innovation, led by an ambitious leadership that refuses to rest on its laurels."
For his part, Abdullah Al Shaibani, secretary-general of the Executive Council of Dubai, said: "We are delighted with Emirates' eagerness to transmit the Dubai Font story to the rest of the world.
"This is a move that we believe will help solidify Dubai's position as a forward-thinking city that is consistently on the cusp of innovation. Dubai Font was designed based on the core principles that have turned Dubai into a remarkable symbol of success, freedom of expression and tolerance."

The font is now available to more than 100 million users of Microsoft Office 365 around the world.

reporters@khaleejtimes.com

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