Government Brand Assets
The Brand Identity Platform of the State of Qatar
The State of Qatar’s brand identity will define the manner in which it presents itself to the public.
To build trust and brand recognition among the public, all government entities must communicate a consistent and clear brand identity.
The national coat of arms serves as the State emblem and as the highest visual symbol of Qatar. As well as reflecting Qatar’s unique history, the national coat of arms is an identity that embraces the future and distinguishes Qatar from other countries.
The State of Qatar has upgraded its national emblem to help create a coherent identity, symbolising Qatar’s national unity and vision for future generations. Designed to evoke a spirit of togetherness and inspire trust, the new emblem conveys to the citizens and residents of Qatar the message that we are one state and one government. The new emblem is made up of the four key elements of Qatar’s history: the sea, the sword, the palm and the dhow – each of which carries a proud part of Qatar’s rich history, and a nod to the future.
The usage of the emblem itself is strictly forbidden with some exceptions.
The usage and production of the emblem could only be used in items showcased in this guidelines document. For the usage of the emblem in any other purpose or item please contact firstname.lastname@example.org
The Jalbout (Fath al-Khair)
The name Fath al-Khair was given to this dhow for bringing goodness. It is the first traditional wooden, motor-powered ship in the history of the State of Qatar. Built in 1900 and was usually used for pearl diving and trading trips. The dhow (Jalbout) is positioned on the top left of the emblem. Its triangular-shaped sail is distinguishable by its stripes, symbolising how Qatar’s flag flutters in the seas, inspiring pride, honour and a sense of belonging to the nation.
The sea is a symbol of Qatari heritage. Sailing, fishing and pearl diving are among the country’s richest traditions. History recalls a time that these traditions also formed the main sources of income in Qatar. Pearl divers endured extraordinary hardships on the open water to access their product. The waves have been drawn using the nine-point serrated edges of Qatar’s flag, which also represent the strength of the sea.
There are three lines representing the waves as a symbol of Qatar being surrounded by water from three sides, with a base line shape below these lines serving as a foundation to bring everything together.
Two palm trees were added on the top side of the emblem. The design of the palm tree was inspired by a tree on the farm of HH the late Father Amir Sheikh Khalifa bin Hamad Al Thani in Al Ashra area. It also acts as a sign of Qatari leadership’s interest in palm trees, symbolizing abundance and generosity.
Since ancient times, Qataris have been known for and associated with their pride in the sword. Passed down from generation to generation, the sword was used to defend land and honour, and, coupled with the wisdom of its owner, stood as a symbol of courage and strength. There are several impactful songs and poems inspired by the sword that describe it beautifully.
The two swords make up the base of the emblem. The sword was redesigned to be as close as possible to the original description of the Founder’s sword.
Master Brand Guidelines
- 01. Brand Identity
- 02. Brand Marks
- 03. Colours
- 04. Typography
- 05. Iconography
- 06. Accessibility