The Emirate of Sharjah today launched its new identity, which embodies all of its visual and cultural features and its distinctive cultural and artistic heritage, in the presence of H.H. Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of Sharjah Media Council.

The new identity was launched at a ceremony on Al Noor Island.

H.H. Sheikh Sultan bin Ahmed said, “The new identity reflects the wise vision of H.H. Dr. Sheikh Sultan bin Muhammad Al Qasimi, Supreme Council Member and Ruler of Sharjah, which has established Sharjah as a leading emirate with a global standing thanks to its strengths in various sectors.”

Sheikh Sultan explained that the launch of the new identity is a manifestation of the emirate's spirit and its potential to expand further in all fields, as well as provide top-notch services and incentives that drive the ongoing growth of Sharjah.

He noted that the new identity was developed with Sharjah's strengths and distinctive features in mind, in addition to its allure as a hub for tourism, living, work, study, and investment.

H.H. Sheikh Sultan toured Al Noor Island, where he viewed the exhibition pavilions, which spotlight the meanings and connotations of the new Sharjah identity through artistic performances.