Muscat – The new visual identity aims to enhance the Sultanate’s global image and consolidate positive perceptions at the local, regional, and international levels.

During the launch event, His Majesty Sultan Haitham was briefed on the various stages of the promotional identity project. The process involved broad participation from various segments of society, including government and private sector entities. These efforts contributed to shaping the identity and ensuring that its outputs align with Oman’s vision for the future.

The slogan ‘Partnership’ (Sharakah in Arabic) emerged as the most popular, receiving the highest percentage of votes from both Omanis and residents of the country. The choice of the slogan ‘Partnership’ goes hand in hand with the Sultanate’s approach in its strategic relations with the world, which is based on the principle of partnership and trust.

It is pertinent to note that the development of three visual identity options for Oman’s promotional campaign emerged from a year-long, collaborative effort between Omani and international experts. The process involved extensive research, including 500 surveys, 128 interviews, and multiple focus groups, gathering insights from both Omani citizens and residents across the country.

It featured 5,500 international surveys, and over 3.8 million search engine keywords to assess global perceptions of Oman.