Etihad Rail unveils new brand identity

Reflecting future growth and UAE unity

Etihad Rail, the UAE’s national rail network developer and operator, has launched a refreshed brand identity reflecting its vision, expansion plans, and commitment to UAE unity. The new logo, mission, vision, and values embody the UAE’s ‘Spirit of the Union’ initiative, reinforcing the company’s dedication to fostering connectivity and unity across the nation.

The rebrand acknowledges the strides the UAE has made in its national infrastructure projects. The revamped brand identity comes as Etihad Rail is pivotal in enhancing connectivity through its rail network. The company’s new vision emphasises a commitment to sustainability, safety, and creating more opportunities by linking communities and industries.

A key rebrand feature is the updated logo, which draws inspiration from a falcon’s eye, symbolising agility, precision, and determination. The design incorporates train and railway track elements, underscoring the company’s dynamic approach to achieving its goals. The logo represents the company’s commitment to excellence and its focus on long-term ambitions for growth and connectivity.

The slogan, ‘We Move Together,’ encapsulates Etihad Rail’s broader mission. It emphasises the company’s dedication to strengthening connections between cities, communities, and industries and inspires a vision of a more unified and prosperous UAE. This commitment is further reflected in the brand’s four key values: Committed, Considerate, Creative, and Connected.

Significant milestones, such as the launch of freight train operations and the ongoing integration of the UAE’s national rail network with passenger stations, including the upcoming station in Sharjah, demonstrate the company’s progress and ambition to support logistics and passenger transport.

Etihad Rail’s subsidiaries, including Etihad Rail Freight, Etihad Rail Infrastructure, and Etihad Rail Mobility, align with the refreshed brand, reinforcing the company’s pledge to enhance its services in freight transportation, infrastructure development, and passenger travel by rail.

Featured image: A key feature of the rebrand is the updated logo, which draws inspiration from a falcon’s eye. Credit: Etihad Rail