In part of the Dubai Police 2016-2021 strategic plan, the unveiling of the new corporate identity was kicked off with replacing the old flags, along with the launch of a new Dubai Police logo, a Smart application, and new Dubai Police website. Also to introduce the new vision to the public, the Dubai Police conducted a large-scale campaign which included various marches, parades, three sea marches, as well as displays across Dubai Police Service Centers, Dubai International Airport, public transport, commercial and movie theatres.
H.E. Major-General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police said that the new corporate identity of the Dubai Police is based on the vision of H.H. Sheikh Mohammed bin Rashid Al Maktoum: “Achieving happiness and positive participation in the UAE community is a goal and a course of action that all government agencies share in transforming it to a lifestyle and community culture." In line with this vision the Dubai Police is unveiling a corporate identity that seeks to achieve three values to the greater public: first is innovation in improving the quality of life for the Dubai public, second is security in establishing a connection with people, and third is connection of the wider network of Dubai.