Emirates Brand & Marketing Guidelines

Delivering the world's best brand and marketing guidelines

Emirates is the world’s biggest airline by international passenger traffic, serving 144 cities in 81 countries from its hub in Dubai. Operating the world’s largest fleet of Airbus A380 and Boeing 777 aircraft, its main activity is the provision of commercial air transportation services with annual revenues of over AED88 billion.

The Business Problem
Emirates has over 2,000 stakeholders, agencies, customers and organisations using the Emirates brand. The Group needed consistency and to reduce errors and pressure on the marketing and digital teams.

PENSO's Solution

PENSO created the world’s best brand and marketing guidelines management tool, Conform.ly, and deployed it for use by Emirates.

Conformly is a revolutionary cloud based home for brand, marketing, sales and retail guidelines.

Emirates uses Conformly for their brand guidelines (replacing or supporting physical versions), ensuring the brand is represented consistently and effectively


  • App Development
  • Digital Design
  • Research & Insights
  • UX Strategy

The Result

The development of the brand guidelines has reduced Emirates' reliance on a large internal team, saving them time and money, and most importantly, ensured the consistent use of their brand around the world.

Further, Conformly drives consistent and effective production and implementation of advertising, digital, social media, sponsorship, and activation campaigns.

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