Abu Dhabi Customs has unveiled an updated corporate identity designed to align its public image more closely with its strategy, Abu Dhabi’s development priorities and its role in facilitating trade and supporting sustainable economic growth.The update covers the authority’s logo, visual language, brand strategy, corporate narrative and rules governing how the identity is applied across internal and external channels. Abu Dhabi Customs said the redesign followed research and strategic development intended to modernise its identity while preserving established elements of the brand.
The revised system is intended to work more consistently across digital platforms, where government agencies increasingly need identities that can adapt to different screen formats, services and communications. Abu Dhabi Customs said the new visual language was developed to be more contemporary, flexible and suitable for digital use.
A central part of the project is an integrated brand strategy and corporate narrative aimed at giving greater clarity to how the authority communicates its responsibilities, values and priorities. The framework links those messages more directly with Abu Dhabi’s development agenda and is intended to support consistent communication with businesses, employees and other audiences.
The authority has also introduced comprehensive brand guidelines covering the use of the identity at different touchpoints. Those guidelines incorporate international practices, including the World Wide Web Consortium’s Web Content Accessibility Guidelines, commonly known as WCAG, which set standards intended to make online content more accessible to people with disabilities.
Abu Dhabi Customs is also rolling out an interactive digital brand system giving employees and authorised users streamlined access to approved guidelines, assets and applications. The authority said the system was designed to improve efficiency and reduce inconsistencies when the identity is used across multiple platforms and formats.
Artificial intelligence forms another component of the update. Abu Dhabi Customs has developed a governance framework covering the use of AI in producing images and other visual material, while also introducing AI-supported tools to review brand applications and assess whether they comply with approved standards.
The approach extends the identity project beyond a conventional logo redesign. The authority said the system is intended to support corporate communications, customer and employee experience, governance and the consistent application of its brand as more services and processes move into digital environments.
The change comes alongside a broader programme of digital and organisational transformation at Abu Dhabi Customs. Data released by the authority in August showed customs transactions conducted through digital platforms rose 12 per cent in the first half of 2026 compared with the same period a year earlier.
Pre-arrival clearance transactions accounted for 89 per cent of applicable activity during the period, up 7 per cent year on year, while transactions completed through direct integration increased by 23.5 per cent. Proactive transactions rose 13.3 per cent, according to the authority.
Abu Dhabi Customs also reported a customer satisfaction score of 95.6 per cent for services delivered through TAMM, Abu Dhabi’s unified government services platform. Its Customer Effort Index reached 95.7 per cent and its Service Quality Index stood at 96 per cent.
The identity revision also follows strong institutional performance reported for 2025. Abu Dhabi Customs said its annual performance report showed a 93 per cent overall performance score and 100 per cent strategic performance across 31 indicators. It also recorded full achievement against strategic indicators linked to the economy pillar of the Abu Dhabi Plan, while customs declarations increased 17 per cent as non-oil foreign trade reached Dh415.4 billion during the year the authority said.
The authority has separately been integrating sustainability more closely into its corporate planning. In May, it introduced a framework linking the United Nations’ 17 Sustainable Development Goals to strategic and operational plans through measurable indicators and initiatives.
That methodology is organised around five pillars — People, Planet, Peace, Prosperity and Partnership — and is intended to embed economic, social and environmental considerations into customs operations.
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