Dubai Outdoor Advertising - smartadv.dm.gov.ae

DubaiOutdoor Advertising

Control Manual

DUBAI MUNICIPALITY

Creating an excellent city that provides theessence of success and comfort of living

Call Center 800 900 - www.dm.gov.ae

[email protected]

2 i

In pursuit of implementing the Strategic Plan of the Dubai Government, the Roads and Transport Authority (RTA) and the Dubai Municipality (DM), as Strategic Partners, are committed to ensuring the best practices executed in the Outdoor Advertising Industry from all perspectives and ensuring its effective contribution to the quality of life in the Dubai community. The Outdoor Advertising Industry is indisputably having a major impact, not only on the economy, life style and prosperity of Dubai, but also on the aesthetical form of the city. Our joint Outdoor Advertising Manual depicts a series of design principles to protect the significant characteristics of the environment, landscape ambience and to promote a coherent and competent city image including buildings; townscape, vistas and city skyline. The provisions of this Policy shall intend to encourage well designed and positioned signs that effectively contribute to enhancing the vitality and legibility of the urban spatial image of Dubai and respecting the needs of the advertiser, the amenities of the residents, and the safety of pedestrians and motorists.

The best application of the principles of this Manual by the competent government authorities including the RTA and DM, and the outdoor advertising industry alike should strive to bring about a balance in addressing the advertising opportunities and economic development, on one hand, and the significant characteristics of the urban spatial image of Dubai on the other.

Instead of being detrimental to the visual environment, the Outdoor Advertising should be used in a manner that will be advantageous to distinguish the urban streetscapes of the Emirate of Dubai and play a key role in contributing to the creation of its sustainable environment.

His Excellency Eng. Mattar Al Tayer

Chairman of the Board and Executive DirectorRoads & Transport Authority (RTA)

His Excellency Eng. Hussein Lootah

Director GeneralDubai Municipality (DM)

FORWARD

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THE PROJECT COMMITTEE

On behalf of the Government of Dubai, the Roads and Transport Authority (RTA) Traffic Department

and Dubai Municipality (DM) Planning Department have joined forces to conduct a research

project about the Outdoor Advertising Industry in the Emirate of Dubai.

The following members served on the project committee:

Advisory Members:

Eng. Eng.Maitha Bin Adai CEO of Traffic and Roads Agency (RTA)

Eng. Hussain Mohammed Al Banna Director of Traffic Department (RTA)

Eng. Dawoud Abdurrahman AlHajri Director of Planning Department (DM)

Technical Members:

Eng. Ahlam Ali Ibrahim Manager of Traffic Services (RTA)

Mrs. Mona Khamis Head of Advertisement Section (DM)

Eng. Zakeya Karam Head of Permits & Control Unit (DM)

Eng. Abdullah Mohamed Mahgoub Traffic Senior Engineer (RTA)

Mr. Nagi Khalil Advertising Specialist (DM)

Eng. Abdelaziem Altraifi Surveying Engineer (RTA)

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Table of Contents Table of ContentsForward i

The Project Committee iii

Manual Updates 2

Introduction 4

0.1 Aims and objectives of the Manual 6

0.1.1 Aims 6

0.1.2 The Objectives 6

0.2 Area of Application of this Manual 6

0.3 Role of this Manual 6

0.4 Relationship of this Manual to other Planning Instruments 7

0.4.1 Extent 7

0.4.2 Sign Types 7

Table 1 - Elements Covered by this Manual 7

0.5 Hazards and Distraction 8

Table 2 - Signage Hazards 8

A Sign is Considered a Safety Hazard when 8

Table 3 - Traffic and Movement 9

Traffic and Movement (Safety & Visual Perception) 9

0.6 Exceptions 9

Table 4 - Exceptions to the Scope of this Manual 9

0.7 Items Not Permitted 10

0.8 Duration 10

0.9 Provisions Under Dubai Municipality Local Order 30 10

0.10 Other Manuals 10

0.10.1 Existing Dubai Municipality Advertising Signage Manual 10

0.10.2 Road Side Design Guide 10

0.10.3 Dubai Municipality: Code of Construction Safety Practice 10

0.10.4 Traffic Department Manual Names Work Zone Traffic Management Manual 10

0.10.5 Dubai Access Management Manual 10

0.10.6 Dubaiv Traffic Control Devices Manual (DTCDM) 10

Section 1 - Assessment Process 13

Figure 1 - Assessment Process 15

Section 2 - Assessment Criteria 16

2.1 Location and Zoning 18

2.1.1 Elements 18

Zones and Overlay Districts 18

2.1.2 No Density Overlay District 18

2.1.3 Digital Overlay District 18

Figure 2 - No Density Overlay Districts 19

Figure 3 - Digital Overlay Districts 19

Digital Zone Guidelines 20

Key 24

2.1.4 Theme Zones 24

Figure 4 - Theme Zone Map 25

Heritage Zone Guidelines 26

Key 30

Dubai Creek & Beach Zone Guidelines 32

Key 36

Greenery Zone Guidelines 38

Key 42

2.2 Density 43

2.2.1 Density Elements 43

2.2.2 Buffer Density and Spacings 43

Figure 5 - Typical Buffer Analysis 43

Table 5 - Typical Minimum Spacing between Signs 44

2.2.3 Visual Density 45

Visual Density Procedures 45

Figure 6 - Plan Showing Photo Guidelines 45

Figure 7 - Guidelines for Taking Photo 46

Table 6 - Visual Density Based on Land Use 47

2.2.4 Total Sign Density Procedures 48

2.3 Traffic Safety 48

2.3.1 Elements 48

2.3.1.1 Lateral Clearances 48

Table 7 - Lateral Clearances 49

Table 8 - Table 2.2 from Roadside Design Guide 50

Figure 8 - Sidewalk Zones 51

2.3.1.2 Vertical Clearances 51

2.3.2 Safety Matrix 51

Table 9 - Scoring Table for Levels of Safety Risk 52

Table 10 - Recommended Scoring for Traffic Safety Matrix 53

2.4 Digital Signage 54

2.4.1 Where can digital signage to be installed? 55

Table 11 - Use of Digital by Road Classification 55

2.4.2 General Digital Guidelines 55

Table 12 - General Guidelines to Digital Signage 55

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Table of Contents Table of Contents Table 13 - Permit requirements for digital signage 56

2.4.3 Luminance 56

Table 14 - Maximum Allowable daytime Luminance of Illuminated Advertisements 57

Table 15 - Illumination Guidelines 57

Table 16 - Luminance measurement distances 58

2.4.4 Reflectivity 59

2.5 Durability 59

2.5.1 Construction and Materials 60

2.5.2 Structure 60

Table 17 - Typical Design Responsibilities 61

2.6 Content 61

2.6.1 Type and Extent 61

Table 18 - Guidelines For Sign Content 61

2.6.2 Sequencing 63

Figure 9 - Sequence of Similar Signs 63

Figure 10 - Sequence of Different Signs 63

Section 3 - Specific Design Elements 64

Table 19 - Applicable Design Elements 66

3.1 Small Format - Mupi’s 66

Figure 11 - Mupi on Centre Median 67

Figure 12 - Mupi on Sidewalk 67

3.2 Small Format (Lampposts) 68

Figure 13 - Lamppost on Sidewalk 68

Figure 14 - Lamppost in Median Island 68

3.3 Medium Format (Megacoms) 69

Figure 15 - Typical Section Showing a Megacom 69

3.4 Large Format Signs (Unipoles) 70

Figure 16 - Typical Section Showing Large Format Sign 70

3.5 Construction Fences (Hoardings) 71

Figure 17 - Typical Section of Construction Hoarding 71

3.6 Road Bridges 72

Figure 18 - Bridge Banner Clearances 72

3.7 Pedestrians Bridges 73

Figure 19 - Pedestrian Bridges 73

3.8 Flags 74

Figure 20 - Flag Clearances 74

3.9 Temporary Signs 74

3.10 Dirigibles 76

Figure 21 - Airship 76

Figure 22 - Hot Air Balloon 76

3.11 Fixed Balloon 77

Figure 23 - Fixed Balloon 77

3.12 Banner Towing and Skywriting 78

Figure 24 - Banner Towing 79

Figure 25 - Sky Writing 79

3.13 Variable Messaging Signs 79

3.14 Moving Signs & Mobile Billboards 79

3.15 Video and Animated Electronic Signs 79

3.16 Umbrellas 80

3.17 Brand Towers 80

Figure 26 & Figure 27 - Brand Tower 80

3.18 Bicycle Related Advertising 81

Figure 28 - Bicycle Plan 81

Figure 29 - Map of Dubai Strategic Bikeway Network 82

3.19 Footpaths and Running Tracks 82

Figure 30 - Footpath Advertising 82

Figure 31 - Footpath Spacings 83

3.20 Parking Meters 83

Figure 32 - Mupi Attachment 83

Figure 33 - Flags Attachment 84

Figure 34 - Mupi Mounted Unit 84

3.21 Entrance Gantry 84

Figure 35 - Entrance Gantry 84

3.22 Architectural Feature 85

Figure 36 - Architectural Feature 85

Figure 37 - Architectural Feature Location 85

3.23 Permanent Display Location 86

Figure 38 - Permanent Display Location 86

3.24 Temporary Display Location 87

Figure 39 - Temporary Display Location 87

3.25 New Jersey Barriers 88

Figure 40 - New Jersey Barriers 88

3.26 Flowerpot Flags 88

Figure 41 - Flowerpot Unit, X-Ray View 89

Figure 42 - Dual Pole Mounted Flowerpot Flag Unit 89

3.27 Public Art 89

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Table of Contents

List of Appendix Appendix A - Glossary 116

Appendix B - No Signage Zones 122

Appendix C - Digital Zones 122

Appendix D - National Flag Policy 124

Appendix E - Advertising on Towed Advertising Vehicles 125

Appendix F - Major Concession Protection & Support Policy (MCPB) 126

Table of Contents Figure 43 - Publica Art 90

3.28 Vending Machines 90

Figure 44 - Vending Machine 90

3.29 Vending Kiosk 91

Figure 45 - Vending Kiosks 91

3.30 Petrol Station & Commercial Pylons 92

Figure 46 - Arterial Road Sign 92

Figure 47 - Collector Road Sign 92

Figure 48 - Highway Road Sign 92

3.31 Freestanding/within ROW or Private Lands 94

Figure 49 - Freestanding within ROW or Private Land 94

3.32 Roof top/Commercial - 3D Letters/On-Building 95

Figure 50 - Commercial - 3D Letters on Building 95

3.33 Roof Top Advertisement Sign Board/On-Building 95

Figure 51 - Roof Top Adv. Signboard on Building 95

3.34 Roof Top/Electronic Sign Board 96

Figure 52 - Roof Top/Electronic Sign Board 96

3.35 Film/Sticker on Glass Facade 97

Figure 53 - Film/Sticker on Glass Facade 97

3.36 Wall Banner - Commercial 98

Figure 54 - Wall Banner - Commercial 98

3.37 Signage on Building Wrap 99

Figure 55 - Signage on Building Wrap 99

3.38 Flush Wall Signage - Shop Front 99

Figure 56 - Flush Wall Signage - Shop Front 99

3.39 Projected Wall Signage 100

Figure 57 - Projected Wall Signage 100

3.40 Mobile & Transit Advertisement 101

3.40.1 Display Regulations 101

3.40.2 Internally Focused 101

3.40.3 Policy 101

3.40.4 External Guidelines 101

Figure 58 - Typical Bus Stop 102

3.40.5 Operational Guidelines 102

3.40.6 Advertising Opportunities 103

Buses & Trams 103

3.40.7 Taxis 104

Figure 59 - Taxi Advertising 104

3.40.8 General Responsibilities 105

3.40.9 Technical & Safety Considerations 105

3.40.10 Advertising Agents 105

3.40.11 Intervention, Revisions and Liability 105

3.40.12 Inspection, Submission of Information and Penalties 105

Section 4 - Safety, Guidelines, Maintenance and Access 107

4.1 Purpose 108

4.2 Health and Safety Requirements 108

4.3 Maintenance & Access 110

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The first revision of Dubai Outdoor Advertising Manual document covers the technical Advertisement standards and specifications within Dubai. Further releases from the document shall include more details and coverage. In addition, future release/updates of the manual shall consider and/or refer to the outputs of other important deliverables that will result from several related safety

Manual Updatesmanuals in RTA and the buildings standards within Dubai municipality.

Any Comments or suggestions regarding the policy and its implementation should be sent to RTA Traffic Department and the Comments shall be studied between RTA Traffic Department & Dubai Municipality Planning Department and considered for inclusion in future Dubai Outdoor Advertising Manual revisions.

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INTRODUCTION

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Outdoor Advertisement Signage is an important element of the built environment, and town and regional landscape.This manual is intended to protect the significant characteristics of the built environment and promote a coherent and competent city image including buildings, townscape, vistas and city skyline. The provisions of this manual shall intend to encourage well designed and positioned signs which contribute to the vitality and legibility of the urban spatial image of Dubai and respect the needs of advertiser, the amenities of the residents, and the safety of pedestrians and motorists.

0.1)AimsandObjectivesoftheManual:

0.1.1) Aims:

The aims of this manual are to encourage and control a competent outdoor advertising signage within the Emirate of Dubai in order to achieve excellence in:

a) Safety of motorist and pedestrians.

b) Structural integrity and safety.

c) Spatial Image of urban and regional Dubai.

d) Legible outdoor advertisement.

e) Coherent built form and town and regional landscape.

f ) Efficiency and green development principles.

g) Mitigating environmental nuisance.

This manual tends to ensure a fair balance between the economic aspects of the advertisements and the townscape, but does not compromise the spatial and aesthetic image of Dubai. It will also ensure fair cost -benefits to stakeholders (including advertisers and the permit authorities).

This manual shall also take in consideration the existing prevailing legislation and manual, permit and approval process.

0.1.2) The objectives:

a) Unify the Outdoor advertising Policies, Standards & Regulations, among the multiple Authority Bodies which authorize outdoor advertising permissions.

b) Maintain the distinguished urban façade of the Emirate of Dubai.

c) Promote all the Outdoor Advertising Rules & regulations, which are complement the distinguished characteristic of the Emirate of Dubai.

d) Enhance the Customer’s adherence to the Outdoor Advertising Rules & regulations.

e) Identify & categorize all the inspections standards.

f ) Facilitate all the procedures to apply for any Outdoor Advertising permission.

0.2)AreaofApplicationofthisManual:

This manual applies to all lands within the administrative boundaries of Dubai Emirate including Hatta and the offshore islands within the Arabian Gulf. However, special procedures shall identify the implementation of the proposed Policy within the Free Zone Areas, offshore islands, and the ROW’s of RTA roads.

0.3)RoleofthisManual:

Outdoor advertisement in Dubai should be neatly balanced between essential revenues, safety and aesthetics. The aim of this manual is to give guidance on the placement and fit for purpose of signs through the preservation of the existing local character, heritage and amenity. Additionally, specific application procedures necessary to obtain the No Objection Certificate (NOC) are provided.

0.4)RelationshipofthisManualtootherPlanningInstruments:

This manual constitutes a Development Control Plan under the legislative framework of Dubai Emirate. In the event of an inconsistency between this guideline and any other current legal and administrative policies, this manual shall prevail to the extent of inconsistency.

This Manual is divided into the following sections:

• Section 1 - Assessment Process • Section 2 - Assessment Criteria • Section 3 - Specific Design Elements • Section 4 - Safety, Operational Guidelines, Maintenance and Access

0.4.1) Extent:

This manual should be used for any outdoor advertisement in the Emirate of Dubai.

• All the new projects containing advertising signboards. • Any change to the Advertising signboards which the RTA or private plots deems as a major change. • This manual supersedes previous DM advertising manuals.

0.4.2) Sign Types:

The manual includes guidance on the following sign types:

Table1-ElementsCoveredbythisManual:

SIGN TYPE FORMATS

Permanent Signage

• Large Format - Unipoles

• Medium Format - Megacoms

• Small Format - Mupis, Lampposts

• Street Furniture - Bus Shelters, Kiosks, Parking Meters, Barriers

• Bridge Advertising

• Feature Signs

• Brand Tower

• Roof Top Signage

• Film/Sticker (on glass facade)

• Wall Banner/Commercial

• Signage on Building Wrap

• Flush Wall Signage

• Project Wall Signage

Temporary

• Building Hoardings

• Event Signage or Special Promotions

• Flagpoles

• Umbrellas

Flying• Balloons

• Dirigibles - Blimps & Aircraft Banners

Transit

• on Vessel, Vehicle / Bus & Tram Advertising

• Metro

• Taxi’s

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0.5)HazardsandDistraction:

The box below shows typical situations in which signs can be regarded as traffic safety hazards& should be prohibited.

Table2-SignageHazards:

A sign is considered a safety hazard when:

a) Any sign type (format) not covered by the manual and by-lows shall be regarded as an illegal sign unless the specific consent of the authority RTA or DM has been obtained.

b) Obstructs lines of sight at an intersections or access points.

c) Could obstruct pedestrian or traffic flow.

d) When there is insufficient sufficient clearances.

e) Visual clutter detracting from other signage and decision making:

• Heavy weave areas. • Ramps Proximity. • Proximity to complex intersections. • Heavy pedestrian areas.

f ) Distracts the driver by too much information.

g) Decision greater than 16 bits of information in any view shed.

h) Could be construed as a traffic control device or regulatory sign.

i) In the opinion of the RTA be so placed or contain an element which distracts the attention of drivers in a manner likely to lead to unsafe driving conditions.

j) In the opinion of the roads authority be illuminated to the extent that it causes discomfort to or

k) Inhibits the vision of approaching pedestrians or drivers.

l) Be attached to a road traffic sign or signal, combined with a road traffic sign or signal [unless specifically provided for in the Dubai Traffic Control Manual (DTCM)], obscure a road traffic sign or signal, create confusion with a road traffic sign or signal, interfere with the functioning of a road traffic sign or signal or create a road safety hazard in the opinion of the roads authority.

m) In the opinion of the roads authority obscure a pedestrian’s or driver’s view of pedestrians, road or rail vehicles and features of the road, railway or pavement such as junctions, bends and changes in width.

n) within any of the following zones or descriptions: heritage area, public open space, environmentally sensitive area, natural or other conservation area, waterway, scenic protection area, nature reserve, residential area (but not a mixed residential and commercial zone). This does not apply to business or building identification signs, or signage that is exempt or on vehicles.

o) Placed on a tree.

p) Placed between mature trees line along roads.

q) Placed on government buildings.

r) Placed on or hanging from another signage.

s) Placed on religious building.

t) Illuminated and/or animated signs within local residential streets.

u) Its content is inconsistent with the emirate social ethic and cultural values.

v) Advertisement signage placed on glass facade except Film or transparent sticker type of signage.

While the above provides some indication of the typical traffic safety issues that could occur, it does not provide a guideline on whether a sign is acceptable or not. Therefore a scoring mechanism is required to provide a more definitive indication of the traffic safety impact.

Table3-TrafficandMovement:

Traffic and Movement (Safety & Visual Perception):

a) Signage must not obstruct buildings and facilities emergency exits. A clearance shall be determined according to the type and capacity of escape from such exits.

b) The sign should be oriented in a manner that does not create headlight reflections in the driver’s line of sight. As a guideline, angling a sign 5 degrees away from right angles to the driver’s line of sight can minimize headlight reflections.

c) Signage or signage structure must not protrude into road carriageway or paved parking surface.

d) In all circumstances, a freestanding signage within ROW must not overhang over the road carriageway, and should be setback from the carriageway a reasonable safety distance; and have reasonable safety vertical clearance from the level of the carriageway or footpath. This shall be responsive to the type of signage and road speed limit (see detail in Section 10.2 below).

e) Certain freestanding signage must setback reasonably from traffic signals a reasonable. This shall be responsive to the type of signage and road speed limit (see detail in Section 11.2 below).

f ) Advertisements must not imitate a traffic control device such as traffic lights.

g) Certain freestanding large advertisements (such as unipole, megacom, etc) must not have dominant colors that compete with the color of large traffic signs (for directional, tourist, information, etc).

h) Advertisements must not contain reflectors, which at night could be mistaken for a traffic control device.

i) The permissible level of reflectance of an advertisement also applies to the content of the sign. That is, the level of reflectance is not to exceed the ‘Minimum coefficients of Luminous intensity per unit area to the satisfaction of the RTA.

j) Advertisements should not contain messages that are distractive or otherwise inconsistent with road safety.

k) Advertisements should be legible. A clear font at least 150 millimeters high is advisable.

l) Advertisements should not contain large areas of red display if it is to be illuminated. In wet night-time conditions it may cause confusion with traffic control signals or ‘stop’ or ‘tail lights’ of moving vehicles.

m) The proposed advertising message should not spread the message across more than one adjoining sign.

Video and animated signs, including any signs which contain any portion of video and/or animated content, will not be approved if in the road reserve and visible to drivers.

0.6)Exceptions:

The following items are not part of the scope of these manual:

Table4-ExceptionstotheScopeofthisManual:

Exceptions:

a) Government and political corps signboards and national flags. (refer to National Flags policy in Appendix F).

b) Regulatory or guidance signs.

c) Street or navigation signage.

d) Traffic signs and signboards regulating the pedestrians and vehicles movement including names of streets, numbers of buildings, and guidance signboards of the car parks.

e) Advertising or guidance signboards placed by RTA/DM and the relevant authorities for promotion of the historical antiquities and distinctive features, or similar items.

f ) Warning and security signboards along with the signboards cautioning against hazards and calling for attention.

g) Road decorations used for seasonal events, etc that are not of the same medium as advertising.

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0.7)ItemsnotPermitted:

Certain items are not permitted.

Items not permitted:

a) Stickers may not be applied to any RTA infrastructure unless approved by concerned Department.

b) All obsolete signage outside the RTA ROW and not displaying current content should be removed immediately.

0.8)Duration:

The duration of a license to erect Outdoor Advertising signage will be set at the discretion of the authority (RTA or DM) or the specific contract or as specified by the them.

0.9)ProvisionsUnderDubaiMunicipalityLocalOrder30:

As at the date of publishing, this manual includes several elements that are in conflict with the existing Order 30 and its Executive Regulations. These are under review to ensure compatibility with this manual.

0.10)OtherManuals:

0.10.1) Existing Dubai Municipality Advertising Signage Manual:

These manual guidelines supersede any previous advertising sign standards and guidelines within the DM.

0.10.2) Road Side Design Guide:

This manual specifies lateral clearances applicable to signs that must be applied

0.10.3) Dubai Municipality - Code of Construction Safety Practice:

This manual is applicable to all work undertaken in the City and in the Right of Way.

0.10.4) Traffic Department Manual Names Work Zone Traffic Management Manual:

This manual outlines the traffic management within work zone areas

0.10.5) Dubai Access Management Manual:

This manual outlines the traffic management within work zone areas

0.10.6) Dubai Traffic Control Devices Manual (DTCDM):

The Dubai Traffic Control Devices Manual (DTCDM), 2004 was reviewed and referenced where necessary.

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Section 1:Assessment Process

Figure 1 - Assessment Process 15

14 15

Signs should be assessed in a logical and consistent manner that will produce predictable results. At the same time it should be noted that the approval of Outdoor Advertising (OA) signs, their content, appearance and locations is by its nature a subjective process that does require several elements of judgment that may not always deliver 100% consistent results.

The following summary of the 5 point assessment process shows the various principle elements that are considered and how they inter-relate to one another.

• Zoning:

The location of the sign must comply with the zoning and overlay district standards that form part of these guidelines. Signs outside the Right of Way are not included in these guidelines. Digital signs can only be located in specific digital overlay districts.

• Density:

There are several density criteria that are assessed to ensure that the area of signage and the location of signs relative to each other is suitable.

• Traffic Safety:

The influence of signs on traffic safety is assessed in a two stage process where signs that are marginal require a further detailed assessment.

• Content:

The content of the sign must not be offensive and must also not represent an unnecessarily long distraction to road users.

• Durability:

The materials and structure of the sign and its supports must be durable and public safety shall not be compromised.

The assessment process is relatively simple to apply for most signs. The application of these criteria may result in certain existing signs being non-compliant and they will have to be removed and replaced over time.

The above assessment represents relatively advanced thinking for OA signs and will require a reasonable degree of GIS skill and a related computerised sign management system to be carried out. For example, in respect of zoning and overlay districts, it is a relatively simple task to develop GIS layers that represent zones and to overlay these over other GIS layers and assess whether a sign would fall within the zone or district. Similarly, the sign density assessment requires a computation of sign area per area of the zone, community area or addressing district in question. This is easily accomplished with a GIS and sign database.

The process is shown in broad terms in the flow chart overleaf.

Figure1-AssessmentProcess

16 17

Section 2:Assessment Criteria

2.1 Location and Zoning 18

2.1.1 Elements 18 Zones and Overlay Districts 18 2.1.2 No Density Overlay District 18 2.1.3 Digital Overlay District 18 Figure 2 - No Density Overlay Districts 19 Figure 3 - Digital Overlay Districts 19 Digital Zone Guidelines 20 Key 24 2.1.4 Theme Zones 24 Figure 4 - Theme Zone Map 25 Heritage Zone Guidelines 26 Key 30 Dubai Creek & Beach Zone Guidelines 32 Key 36 Greenery Zone Guidelines 38 Key 42

2.2 Density 43

2.2.1 Density Elements 43 2.2.2 Buffer Density and Spacings 43 Figure 5 - Typical Buffer Analysis 43 Table 5 - Typical Minimum Spacing between Signs 44 2.2.3 Visual Density 45 Visual Density Procedures 45 Figure 6 - Plan Showing Photo Guidelines 45 Figure 7 - Guidelines for Taking Photo 46 Table 6 - Visual Density Based on Land Use 47 2.2.4 Total Sign Density Procedures 48

2.3 Traffic Safety 48

2.3.1 Elements 48 2.3.1.1 Lateral Clearances 48 Table 7 - Lateral Clearances 49

Table 8 - Table 2.2 from Roadside Design Guide 50 Figure 8 - Sidewalk Zones 51 2.3.1.2 Vertical Clearances 51 2.3.2 Safety Matrix 51 Table 9 - Scoring Table for Levels of Safety Risk 52 Table 10 - Recommended Scoring for Traffic Safety Matrix 53

2.4 Digital Signage 54

2.4.1 Where can digital signage to be installed? 55 Table 11 - Use of Digital by Road Classification 55 2.4.2 General Digital Guidelines 55 Table 12 - General Guidelines to Digital Signage 55 Table 13 - Permit requirements for digital signage 56 2.4.3 Luminance 56 Table 14 - Maximum Allowable daytime Luminance of Illuminated Advertisements 57 Table 15 - Illumination Guidelines 57 Table 16 - Luminance measurement distances 58 2.4.4 Reflectivity 59

2.5 Durability 59

2.5.1 Construction and Materials 60 2.5.2 Structure 60 Table 17 - Typical Design Responsibilities 61

2.6 Content 61

2.6.1 Type and Extent 61 Table 18 - Guidelines For Sign Content 61 2.6.2 Sequencing 63 Figure 9 - Sequence of Similar Signs 63 Figure 10 - Sequence of Different Signs 63

18 19

The criteria for assessing compliance with the 5 elements of these guidelines are set out below.

2.1)LocationandZoning:

This manual applies to all lands within the administrative boundaries of Dubai Emirate including Hatta and the offshore islands within the Arabian Gulf. However, special procedures shall identify the implementation of the proposed Policy within the Free Zone Areas, offshore islands, and the ROW’s of RTA roads.

2.1.1) Elements:

The first stage of assessment involves zone and overlay districts. This has the following elements:

2.1.1.1) Specific Zone Requirements: These assessments both involves simple go - no-go criteria as follows:

Zones and Overlay Districts: There are three zone issues that need to be assessed at this stage:

2.1.1.2) No Density Overlay District: There are specific districts in Dubai where certain sign formats are prohibited or greatly restricted and

the location of any proposed sign relative to these districts needs to be assessed.

2.1.1.3) Digital Overlay Districts: Digital signs are only allowed in certain districts.

2.1.1.4) Theme Zones: Based on the various characteristics of the existing and the envisaged cityscape, select locations have

been assigned design themes to suit. Each of these zones include unique characteristics which identify these areas. Therefore, advertising signage fixtures and formats can be custom designed with unique materials and colors which best describes the distinctiveness of the district.

Each of these are zones or districts are dealt in more detail in the following sections in this document.

The various zones and overlay districts with respect to outdoor advertising signage are discussed in the paragraphs below.

The zones will be periodically updated - most updated zones are contained in Appendix C: Zone Maps.

2.1.2) No Density Overlay District:

The No Density Overlay District is shown the map of Dubai in the figure below. In these areas most formats of advertising signs are prohibited (or greatly restricted at the discretion of the RTA). These areas of Dubai are identified as being highly sensitive to signage based on the historic or cultural nature of the District and large format or other formats of signage in this district is inappropriate. Some advertising is still permitted in this district including bus shelter advertising. Signage is permitted in all areas outside of the No Density Overlay District. The No Density Overlay District with Addressing Zones is shown in the figure below.

2.1.3) Digital Overlay District:

To make provision for new technology, Digital Sign Overlay Districts have been defined. These districts are designed to accommodate the development of electronic outdoor advertisements which are compatible with, and reflect the technological progression and modern urban feel of various areas of Dubai. At this stage, no digital signs are permitted outside of this Digital Overlay District.

There are three classifications of the Digital Overlay District. These include:

• Addressing Zone or Portion. • Street Corridor. • Landmark, Public Square or Building Complex.

Size, type, scale and design of digital signs within the District are in accordance with the advertising signage fixture theme for the Addressing Zone.

The Digital Overlay District with Addressing Zones is shown in the figure immediately below. Both No Density and Digital Overlay Districts are shown on the following figure.

Figure3-DigitalOverlayDistricts(refertoAppendixDforupdatedoverlay)

Figure2-NoDensityOverlayDistricts(refertoAppendixCforupdatedoverlay)

Outdoor Advertising Master PlanDigital Overlay Districts

April 15, 20090 1.5 2.5 5 Kilometers

Legend

Digital Layer

Roads

Outdoor Advertising Master PlanNo Density Overlay Districtst

April 15, 20090 2.5 5 10 Kilometers

Legend

No Sign Zone

Roads

20 21

No. Element Specification

Elements Color & Material Dimensions (m)

1 Benches

- Speckled grey base color polished granite structure- Gradient grey polished aluminum major trim seating- Powder coated deep purple aluminum highlight- Metallic paint mirror black aluminum minor trim

0.4 (w) x 1.20 (l) x 0.5 (h)

2 Litter Bins

- Speckled grey base color polished granite structure- Gradient grey polished aluminum major trim cover- Powder coated deep purple aluminum highlight- Metallic paint mirror black aluminum minor trim

0.5 dia

3 Bicycle Racks- Gradient grey polished aluminum- Vinyl speckled grey base color canopy with deep

purple highlightSituation Specific

4Advertising Signage -

Lamppost

- Speckled grey base color polished granite structure- Powder coated deep purple aluminum highlight - Gradient grey polished aluminum major trim- Metallic paint mirror black aluminum minor trim

10h14h16h25h

5 Advertising Signage - FSU


Base height above ground 0.5m

Media Specification

Media FormatMedia Size

(m)Illumination

(cd/m2)Technology

Vinyl Max 1w N/A N/A

Sticker Max 0.3h N/A N/A

CanopyMax 50% of

Canopy N/A N/A

Lamp Post Sign Vinyl

1w x 2h1.5 x 2.5h1.5 x 3h1.5 x 3h

Product Specific Poster

Mupi VinylMax 1.2w Max

1.8h1200 to 2900 Poster

DIGITAL ZONE GUIDELINESDIGITAL ZONE GUIDELINES

22 23




Hoardings


- Max 3m above roof line

- Max height 20% of building fascia

7 Advertising Signage - Flags


Max 4h

8 Pedestrian Bridge


Depends on street width

9 Vending Kiosks


Max 3hMax 12m2

10 Street Lights


Max 7hMin 5h

DIGITAL ZONE GUIDELINESDIGITAL ZONE GUIDELINES

Media Specification


(m)Illumination

(cd/m2)Technology

Billboard Situation Specific 1200 to 2900 Poster

Flags Max 1w Max 2h 1200 to 2900 Poster

Bridge Banner Max 2h 1200 to 2900 Poster

Poster Max 2h 1200 to 2900 Poster

Mupi Max 2h 1200 to 2900 Poster

24 25

Base Color Speckled Grey Polished Granite

Major Trim Gradient Grey Polished Aluminum

Highlight Deep PurplePowder Coated Alu-

minum Or M.S.

Minor Trim Mirror BlackDuco Metallic Paint On

Aluminum Or M.S.

BaseColor60%-MajorTrim20%-Highlight15%-MinorTrim5%

Key:

dia Diameter in meters

w Width in meters

h Height in meters

l Length in meters

m Meter

m2 Square meter

cd/m2 Candela per square meter (Luminance)

N/A Not applicable

2.1.4) Theme Zones:

The intention is that each zone will have a consistent design and color scheme theme to provide a unique identity to the district.

The following zones have been established:

• Heritage Zone

• Beach &Creek Zone

• Entrance Zone

• Greenery Zone

The Theme Zone Map is shown below and any sign applicants should appraise themselves of the latest design guides that are applicable in each Zone.

Advertising Signage Fixtures and formats can be designed with unique materials and colors for each Theme Zone which best describe the distinctiveness of the district. There are a variety of opportunities for signage themes in each of the Theme Zones. A single color or mix of colors can be used to identify the zone. Materials such as wood, sandstone, brick or metal can be used for sign construction or as accents. The advertising fixture design can also provide variation and distinction for each of the districts.

The following criteria were used to establish the extents of the theme zones:

2.1.1.5) Scale of Built Environment: One characteristic that RTA considered to determine whether a unique district can be described is the

scale of the built environment. This includes the typical size and height of buildings in the district, as well as the extent of the development. Consideration is also made to determine an appropriate edge of the district such as a major road which defines the boundary.

2.1.1.6) Development History: Another characteristic that RTA considered is the development and cultural history of the district. This

could include the historic sections of Dubai as well as recently constructed areas distinguished by tall modern buildings.

2.1.1.7) Natural Resources and Open Space: Natural resources and open space areas, such as the beach and creek area were considered by RTA to

define a district or distinct boundary. These areas are highly valued by residents and afford conservation and enhancement through development.

2.1.1.8) Community Activity: The level and dimension of community activity is another characteristic that Secondharvest considered

to define the district. This includes density of development, major land uses such as residential, business, entertainment/tourism, and level of activity.

2.1.1.9) Sense of Place: The final characteristic considered by RTA the sense of place or “local flavor” of the district. This attribute

is what distinguishes the district from other areas of Dubai. This can include world famous buildings or areas which define the district. It is also be defined as a sense of arrival or gateway to the city.

2.1.1.10) Theme Zones: Based on the above criteria and methodology for identifying unique areas of Dubai, the manual

recommends initial five districts. Additional districts throughout the city could be considered in the future following the same methodology.

The following graphics provide some ideas that will be expanded upon to set the style for the each addressing zone.

Figure4-ThemeZoneMap

26 27



1 Benches

- Old teak base color wood clad concrete structure- Powder coated midnight oil on aluminum seating

major trim- Duco paint ancient gold on aluminum highlight- Brushed dock grey aluminum minor trim

0.4 (w) x 1.20 (l) x 0.5 (h)

2 Litter Bins

- Old teak base color wood clad concrete structure- Powder coated midnight oil on aluminum major trim- Duco paint ancient gold on aluminum highlight- Brushed dock grey aluminum minor trim

0.5 dia

3 Bicycle Racks- Brushed dock grey aluminum grey aluminum- Vinyl old teak canopy with ancient gold trim

Situation Specific


Lamppost


10h14h16h25h




Media Specification


(m)Illumination

(cd/m2)Technology



CanopyMax 50% of

Canopy N/A N/A


1w x 2h1.5 x 2.5h1.5 x 3h1.5 x 3h



1.8h1200 to 2900 Poster

HERITAGE ZONE GUIDELINESHERITAGE ZONE GUIDELINES

28 29




Hoardings






Max 4h

8 Pedestrian Bridge



9 Vending Kiosks


Max 3hMax 12m2

10 Street Lights


Max 7hMin 5h

Media Specification


(m)Illumination

(cd/m2)Technology






HERITAGE ZONE GUIDELINESHERITAGE ZONE GUIDELINES

30 31

Base Color Speckled GreyReal Wood Cladding on

Base Material

Major Trim Gradient GreyPowder Coat on Alu-

minum or M.S.

Highlight Deep PurpleHigh Gloss Duco Paint on Aluminum or M.S.

Minor Trim Mirror Black Brushed Aluminum


Key:


w Width in meters

h Height in meters

l Length in meters

m Meter

m2 Square meter


N/A Not applicable

32 33



1 Benches

- Grey sand painted base color concrete structure- Natural light brown wood major trim seating- Painted turquoise blue highlight aluminum- Brushed matte light grey aluminum minor trim

0.4 (w) x 1.20 (l) x 0.5 (h)

2 Litter Bins

- Grey sand painted base color concrete structure- Natural light brown wood major trim cover- Painted turquoise green highlight aluminum- Brushed matte light grey aluminum minor trim

0.5 dia

3 Bicycle Racks- Brushed matte light grey aluminum - Vinyl grey sand base color canopy with turquoise

blue highlightSituation Specific


Lamppost

- Grey sand painted base color concrete structure- Painted turquoise blue aluminum highlight- Natural light brown wood major trim- Brushed matte light grey aluminum minor trim

10h14h16h25h




Media Specification


(m)Illumination

(cd/m2)Technology



CanopyMax 50% of

Canopy N/A N/A


1w x 2h1.5 x 2.5h1.5 x 3h1.5 x 3h



1.8h1200 to 2900 Poster

DUBAI CREEK & BEACH ZONE GUIDELINESDUBAI CREEK & BEACH ZONE GUIDELINES

34 35




Hoardings





- Grey sand painted concrete structure- Painted turquoise blue aluminum highlight- Natural light brown wood major trim- Brushed matte light grey aluminum minor trim

Max 4h

8 Pedestrian Bridge



9 Vending Kiosks

- Grey sand painted base color concrete structure - Painted turquoise blue aluminum highlight- Natural light brown wood major trim- Brushed matte light grey aluminum minor trim

Max 3hMax 12m2

10 Street Lights

- Grey sand painted base color concrete structure - Painted turquoise blue aluminum highlight- Natural light brown wood major trim- Brushed matte light grey aluminum minor trim

Max 7hMin 5h

Media Specification


(m)Illumination

(cd/m2)Technology






DUBAI CREEK & BEACH ZONE GUIDELINESDUBAI CREEK & BEACH ZONE GUIDELINES

36 37

Base Color Speckled GreyTextured Paint on Base

Material

Major Trim Gradient Grey Natural Wood

Highlight Deep PurplePaint on Aluminum or

other Metal

Minor Trim Mirror BlackBrushed Aluminum with

Matte Finish


Key:


w Width in meters

h Height in meters

l Length in meters

m Meter

m2 Square meter


N/A Not applicable

38 39



1 Benches

- Stone grey base color honed granite structure- Earth brown natural wood seating major trim- Powder coated jungle green aluminum highlight- Brushed matte shadow grey aluminum minor trim

0.4 (w) x 1.20 (l) x 0.5 (h)

2 Litter Bins

- Stone grey base color honed granite structure- Earth brown natural wood cover major trim- Powder coated jungle green aluminum highlight- Brushed matte shadow grey aluminum minor trim

0.5 dia

3 Bicycle Racks- Brushed matte shadow grey aluminum- Vinyl Stone grey canopy with jungle green trim

Situation Specific


Lamppost

- Stone grey base color honed granite structure- Earth brown natural wood major trim- Powder coated jungle green aluminum highlight- Brushed matte shadow grey aluminum minor trim

10h14h16h25h




Media Specification


(m)Illumination

(cd/m2)Technology



CanopyMax 50% of

Canopy N/A N/A


1w x 2h1.5 x 2.5h1.5 x 3h1.5 x 3h



1.8h1200 to 2900 Poster

GREENERY ZONE GUIDELINESGREENERY ZONE GUIDELINES

40 41




Hoardings






Max 4h

8 Pedestrian Bridge



9 Vending Kiosks

- Stone grey base color honed granite structure- Earth brown natural wood major trim- Powder coated jungle green aluminum highlight- Brushed matte shadow grey

Max 3hMax 12m2

10 Street Lights


Max 7hMin 5h

Media Specification


(m)Illumination

(cd/m2)Technology






GREENERY ZONE GUIDELINESGREENERY ZONE GUIDELINES

42 43

Base Color Speckled Grey Honed Granite

Major Trim Gradient Grey Natural Wood

Highlight Deep PurplePowder Coated Alu-

minum or M.S.

Minor Trim Mirror BlackBrushed Aluminum with

Matte Finish


Key:


w Width in meters

h Height in meters

l Length in meters

m Meter

m2 Square meter


N/A Not applicable

Note:

• This zoning scheme, material etc. is only applicable for permanent advertisements in addition to the types of ad-vertisement listed above, for temporary ones are to be approved by concerned authority.

• The previously mentioned zoning is to be updated by DM Planning Department with coordination of RTA concerned Department.

2.2)Density:

2.2.1) Density Elements:

Traditionally density has been interpreted purely as a radial spacing from other signs and most cases irrespective of size and format of the respective signs. This guideline attempts to bring balance from citywide level typical minimum spacings (buffer density) and visual density (from a viewers perspective).

There are two density elements that need to be assessed as follows:

• Buffers - where the spacing between signs needs to be compared to avoid clutter and visual pollution. • Visual Density - where the visual density of signage as observed by a driver/pedestrian is assessed

relative to desirable visual densities.

These three density elements need to be considered together to determine whether a proposed sign is in an appropriate, compliant location. A scoring system has been developed to assess each of the three elements separately. This is followed by combining all three scores for evaluation. The scoring system and methodology is described below.

A calculator is provided for sign density assessment.

2.2.2) Buffer Density and Spacings:

Signs should not be placed too close together as this clutter and visual pollution.

Buffer density considers the density of the signage around a given point in question.

An example of buffering has been placed around existing signs and is displayed in GIS map format below. The map shows the existing spacings between the various types of signs for an area of Dubai. On site assessments of visual density coupled with an evaluation of these typical existing spacings has provided a table of generally acceptable spacings that are shown in the table below. If closer spacings are envisaged this will require a more detailed project based assessment.

In cases such as signs on lamp posts and other infrastructure, the spacings are dictated by the infrastructure spacing. In certain instances signs could only be allowed on every second or third lamp post and this would be subject to restricting density in certain zones.

Typical Minimum Spacings should be applied to similar size formats, i.e. unipoles (large format) and lampposts (small formats would not be considered together) as they are in most cases in different viewsheds.

Figure5-TypicalBufferAnalysis

44 45

Table5-TypicalMinimumSpacingbetweenSigns:

Typical Minimum Spacing between Signs (m) (also applies for digital signage)

Sign Type

Format

Road Classification

Freeway Arterial Collector/Local

Dense Urban e.g.

Sheikh Zayed Road

Sparse Rural

Dense Urban

Sparse Rural

Dense Urban

Sparse Rural

Perm

anen

t

LargeUnipoles 200 200 200 200 N/A N/A

Bridges 150 150 150 200 150 200

MediumMegacoms N/A 500 100 200 100 200

Feature Signs 200 500 100 200 100 200

Small

FSU’s/Mupis Not Applicable 80 100 50 80

Lamposts as noted down

Replica or Model N/A 80 100 50 80 80

Brand Towers N/A N/A 100 200 100 200

Tem

pora

ry

Hoardings 200 200 200 200 N/A N/A

Flagpoles 10 10 10 10 10 10

Events 200 500 100 200 100 200

Umbrellas N/A N/A 100 200 100 200

Notes:

1. The minimum spacing associated with lampposts and other infrastructure is typically not an issue as the sign spacing will be dictated by the spacing of the posts which are in turn normally spaced further apart on roads with higher ruling speeds.

2. If lamp posts are spaced close together then the typical Mupi spacings should be used although on high speed freeways spacings closer than 50m should be avoided.

3. Signs of similar size and height above ground such as mupis, lamp posts, kiosks and bus shelters should all be considered as signs of the same type for the purposes of spacings and buffers.

4. The above distances are for similar type signs when measured to other same type signs.5. These spacings refer to signs that are visible from a single driving direction and signs visible only from other

directions could be spaced closer together.6. These guidelines were derived from international best practices optimised for the Dubai environment.7. All measurements shown are to the center of the structure in question.8. These sign spacings include the use of digital.9. Items indicated by na means Not applicable.

Buffer Density and Spacing Procedures:

Buffers and Spacing where the distance between signs needs to be compared to avoid clutter and visual pollution.

The methodology and scoring for buffer density and spacing is described as follows. Refer to the Existing Buffers and Spacings GIS map and Minimum Sign Spacing table, then enter data into calculator:

Step 1: Determine whether proposed sign is located within existing Buffer. Refer to GIS map and Table 5 -

Minimum Spacing between Signs, check whether it meets the requirements.

If the answer to step 1 is:

• No then the score will be -1. • Yes then the score will be +1.

2.2.3) Visual Density:

The third part of the density assessment is to assess sign density is through a visual density assessment from a driver’s view point. While still in the early stage of development this type of density assessment is becoming more and more feasible through the availability of new video technologies and 3D visualization. Initially, the methodology chosen involves only the use of a 28mm camera lens and a grid overlay use to determine the total area of signage within the view corridor. A series of three photos are taken at distances of 50, 100 and 150 metres from the proposed large format sign (i.e. - unipole & megacom).

The visual density takes into account existing advertising signage, navigational signage and proposed advertising signage.

Navigational signage is defined as signage contained in Dubai Traffic Control Devices Manual (DTCDM).

Once the percentage of existing advertising and navigational signage plus the proposed signage area within the view corridor from each photo is determined, the sign area of the three photos is averaged. Average visual density is then scored.

The following methodology is intended to provide an appropriate evaluation of existing visual density in the proposed sign location. Refer to the following graphic Figure 7 below for appropriate photo angle, camera settings, printing scale, overlay and sign area assessment techniques.

Visual Density Procedures:

The visual density must be submitted with your application form (Outdoor Advertising Signage Checklist - Application Form (for Media Company) 1.1). The following steps outline the process which to follow in order for your submission to be accepted.

The Visual Density is the amount of signage coverage that is in the line of vision while driving.

Visual Density is where the visual density of signage as observed by a driver is assessed relative to desirable visual densities.

Figure6-PlanShowingPhotoGuidelines

46 47

Figure7-GuidelinesForTakingPhoto

Step 1: Visit the proposed sign location, park and find a safe location on the road shoulder to take photographs. Take three photographs with a standard digital camera with a 28mm lens (35mm film equivalent) from the following dis-tances: 50m, 100m, 150m. Be sure to align photo with road and limit area of horizon in field of view. The focal point of the photograph should be the centre of the road perpendicular to where the sign is on the side of the road. (i.e. the horizon needs to be as close to the horizontal center of the photograph as possible).

Step 2: Print out pictures at scale of 180mm wide x 135mm high.

Step 3: Color in all existing advertising signs on each photo in red. This includes all advertising signage in the right of way, as well as hoardings and large-format building signs located outside of the right-of-way.

Step 4: Overlay plastic grid (or word document template) on each photo and count total number of 2mm squares which cover signs. Exclude pole and frame area. Use standard rounding procedures: Round up when 50% of a square is covered, otherwise round down.

Step 5: Write number of squares counted in each photograph over 2,700 to determine percentage of visual density (i.e. 40/2,700 = 1.5%).

Step 6: Enter 50m, 100m, 150m values into the calculator sheet.

One can calculate the proposed density by incorporating the proposed signs into Step 5.

Below is a table that shows the visual density area of standard signs from the required distances needed for the visual density formula.

PROPOSED SIGN BLOCKS

Type of Sign No. of Blocks

50m 100m 150m

Mupi 2 1 1

Lampost 4 2 1

Megacom 20 6 3

Unipole 60 18 9

Flags 4 1 1

The visual density includes for a 25% weighting for traffic signage.

ADVERTISING B + 25% STREET TRAFFIC SIGNS B + PROPOSED BLOCKS x 100 = VISUAL

TOTAL NUMBER OF BLOCKS ON GRID (2700)

Step 7: Please enter your final totals for the three distances into the block below, total all density’s and then average by dividing by 3.

PROPOSED SIGN VISUAL DENSITY

50m

100m

150m

Total

Average = [Total]/3

Step 8: Check for visual density compliance. Visual density is checked assessed on based on location, commercial, semi urban or rural. The assessment of these areas is somewhat subjective based on the descriptions below the table.

Table6-VisualDensitybasedonlanduse:

Area Commercial Semi Urban Rural

< 3.5% +2 +1 0

3.5 to 6% +1 0 -1

6% to 10% 0 -1 -3

> 10% -1 -3 -5

Commercial: Major shopping/commercial high density centres with a significant number of off-street illuminated advertising devices and lights, typical building height above 10 storey’s.

Semi Urban: Covers areas with generally medium density.

Rural: Low development intensity.

48 49

2.2.4) Total Sign Density Procedures:

As discussed earlier, the average of the two density methods (buffer and visual density) are considered.

Step 1: Add the total score from Sections 2.2.2 & 2.2.3 (A + B).

For example (-1) + (+2) = +1.

The calculator is designed to add up the values from all three sign density sections and provide the following results:

a) If score is positive or zero, sign complies with density requirements.

b) If score is negative, sign does not comply with density requirements and is not recommended from a density assessment.

c) However, failure to adhere to any of 2 densities separately the result will be the sign does not comply with density requirements and is not recommended from a density assessment.

2.3)TrafficSafety:

2.3.1) Elements:

Traffic safety aspects play a significant role in assessing OA signs. The following 3 elements are assessed:

a) Lateral Clearance:

• Vehicular Traffic.

• Pedestrian Traffic.

b) Vertical Clearance:

• Vehicular Traffic.

• Pedestrian Traffic.

c) Hazards and Distraction:

• Multi-Criteria Scorecard.

These are described in more detail below.

2.3.1.1) Lateral Clearances:

d) Vehicular Traffic:

Lateral clearance from a point of view of traffic safety and a user-friendly roadside are set out in detail in the Dubai Municipality Roadside Design Guide and should be adhered to at all times. These clearances depend on traffic volumes, the side slopes alongside the road and typical travel speeds. In addition, the Guidelines specify that lateral clearances should be increased by between 20% and 40% for curves to reduce the risk of run-off the road collisions in these areas.

The clear zone distances in the above Guide are summarized in the table below for convenience. These figures do not supersede the Roadside Design Guide that should be used as the reference document in the case of conflict and uncertainty.

Table7-LateralClearances:

POSTED SPEED

SIDE SLOPE (x)

ONE-WAY AVERAGE DAILY TRAFFIC VOLUME (x)

≤ 1,000 2,000 3,000 4,000 5,000 ≥ 10,000

40 km/h ALL 1.0 1.0 1.0 1.0 1.0 1.0

60 km/h ALL 3.0 3.0 3.0 3.5 4.5 4.5

80 km/h Fill Slopes

1V : 5H 4.5 5.5 6.0 6.5 7.5 7.5

1V : 6H 4.0 5.0 5.5 6.0 6.5 6.5

1V : 8H & Flatter 4.0 4.5 5.0 5.5 6.0 6.0

Cut Slopes

1V : 6H & Flatter 4.0 4.5 5.0 5.5 6.0 6.0

1V : 3H 3.0 3.5 4.0 4.5 5.0 5.0

100 km/h Fill Slopes

1V : 5H 6.0 8.0 9.0 10.0 11.0 Table 2.2

1V : 6H 5.5 7.0 8.0 9.0 10.0 Table 2.2

1V : 8H 5.0 6.5 7.5 8.5 9.5 Table 2.2

1V : 10H & Flatter 5.0 6.0 7.0 8.0 9.0 Table 2.2

Cut Slopes Table 2.2

1V : 10H & Flatter 5.0 6.0 7.0 8.0 9.0 Table 2.2

1V : 6H 4.0 5.0 6.0 7.0 8.0 Table 2.2

1V : 3H 3.0 3.5 4.5 5.0 6.0 Table 2.2


1V : 5H 7.0 9.0 10.0 11.0 12.0 Table 2.2

1V : 6H 6.5 8.0 9.0 10.0 11.0 Table 2.2

1V : 8H 6.0 7.5 8.5 9.5 10.5 Table 2.2

1V : 10H & Flatter 6.0 7.0 8.0 9.0 10.0 Table 2.2

Cut Slopes Table 2.2

1V : 10H & Flatter 6.0 7.0 8.0 9.0 10.0 Table 2.2

1V : 6H 5.0 6.0 7.0 8.0 9.0 Table 2.2

1V : 3H 4.0 5.0 6.0 7.0 8.0 Table 2.2

Notes:

1) Safety bariers are required where the side slope on an embarkment exceeds 1V : 5H and may be required where a cut slope exceeds 1V : 3H subject to an assessment.

2) The average daily traffic volume (ADT) used for clear zones calculations should be the traffic volume estimated to be using the road in 5 to 10 years time. Where estimated future volumes are not available, current volumes multi-plied by an appropriate growth rate may be used.

50 51

Figure8-SidewalkZones

Table8-Table2.2fromRoadsideDesignGuide:

POSTED SPEED SIDE SLOPE (x)

ONE-WAY AVERAGE DAILY TRAFFIC VOLUME (x)

10,000 15,000 20,000 25,000 ≥ 50,000


1V : 5H 13.0 14.0 15.0 16.0 21.0

1V : 6H 12.0 13.0 14.0 15.0 20.0

1V : 8H 11.0 12.0 13.0 14.0 19.0

1V : 10H & Flatter 10.0 11.0 12.0 13.0 18.0

Cut Slopes

1V : 10H & Flatter 10.0 11.0 12.0 13.0 18.0

1V : 6H 9.0 10.0 11.0 12.0 17.0

1V : 3H 8.0 9.0 10.0 11.0 16.0


1V : 5H 14.0 15.0 16.0 17.0 22.0

1V : 6H 13.0 14.0 15.0 16.0 21.0

1V : 8H 12.0 13.0 14.0 15.0 20.0

1V : 10H & Flatter 11.0 12.0 13.0 14.0 19.0

Cut Slopes

1V : 10H & Flatter 11.0 12.0 13.0 14.0 19.0

1V : 6H 10.0 11.0 12.0 13.0 18.0

1V : 3H 9.0 10.0 11.0 12.0 17.0

Notes: 1) Safety bariers are required where the side slope on an embankment exceeds 1V : 5H and may be required

where a cut slope exceeds 1V : 3H subject to an assessment.

2) The average daily traffic volume (ADT) used for clear zones calculations should be the traffic volume estimated to be using the road in 5 to 10 years time. Where estimated future volumes are not available, current volumes multiplied by an appropriate growth rate may be used.

Where an inadequate clear zone exists, the traffic must be protected from the obstruction by means of a guard rail or similar barrier that complies with the Roadside Design Guide and is acceptable to RTA.

On low speed roads where curbs exist to separate vehicular and pedestrian traffic, the above guidelines should also be used while at the same time the sign or related street furniture should allow for the adequate and safe movement of pedestrians between the sign and the curb as set out in more detail below.

e) Pedestrian Traffic:

Zoning the footway provides is required to protect pedestrians from vehicular traffic and to allow adequate space for pedestrian movements.

The width of pedestrian walkways should be dictated by the volume of pedestrian movements and should be as follows:

• Absolute minimum clearway 1.2m - this restricted space should only apply over a maximum distance of 2m in the direction of movement and also requires careful chan nelization of pedestrian traffic to avoid accidents with obstructions.

• Typical minimum - 2m.

• Where many pedestrian movements occur (between 180 and 300 persons/hour in both directions) - 3m.

• High pedestrian movements around metro station exits and other concentration points 4m.

• Curb zone - a clear strip with a minimum width of 0.5m and preferably 1m to avoid damage by overhanging vehicles or people accidental falling off the sidewalk into the path of vehicular traffic.

• Street furniture zone - a zone in which street furniture and outdoor signage can be placed where the width will vary between 0.5m and 4m depending on circumstances. In narrower areas (0.5 to 2m) the street furniture could include street lighting, control boxes, benches, bins and cantilevered bus shelters without end panels. This zone width could increase to 4m to make provision for cycle stands, telephone boxes, benches, vegetation, kiosks and full end panel bus shelters.

• Unobstructed zone - This zone is to maintain an obstacle free path of min. 2.0m on every footway to allow for easy movement of pedestrians and cleaning vehicles.

• Frontage zone - To be kept clear of obstructions, an exception is pavement cafes could be an exception.

The following diagram shows the typical pedestrian and outdoor furniture zones. Treatment to each zone may vary according to its location.

2.3.1.2) Vertical Clearances:

a) Vehicular Traffic:

No sign that projects over a road shall have a vertical clearance of less than 6m as illustrated in the figures in Section 3.

b) Pedestrian Traffic:

No sign that projects over a footpath shall have a vertical clearance of less than 2.5m as illustrated in the figures for each type of sign in Section 3.

2.3.2) Safety Matrix:

The table below provides a range of issues related to road safety that must be recognized and scored accordingly. Please also refer to the explanatory note following the table.

*Signs in the bold red zones should be denied.

Each row in the above table must be scored from 0 to 4 as indicated and the total score for each sign, or group of signs, calculated.

52 53

Table9-ScoringTableforLevelsofSafetyRisk:

CONSIDERATIONSLESS RISK

SCOREVery Low 0 Low 1 Fair 2 High 3 Very High 4

A Location

1Drivers Line

of SightClear Line of Sight

Relatively Clear Line of Sight

Partly Obscures

a Road Hazard

*Severely Obscures

a Road Hazard

*Line of Sight Less than Required

2

Decision Point (Meas-

ured Up-stream from

Decision Point)

More than 300m from

Decision Point

Between 200 &

300m from Decision

Point

Between 100 &

200m from Decision

Point

Located between 50-100m

from a Decision

Point

is Located less than 50m from

a Decision Point

3

Interference with the

effectiveness of a traffic

control device

Does not interfere with any

traffic control device

May reduce the effec-tiveness

of a minor traffic con-trol device.

Ie yield sign

*May reduce the effective-ness of an intermedi-ate traffic

control device.

Ie stop sign

*Reduces the effec-

tiveness of an interme-diate traffic

control device.

Ie stop sign

*Reduces the effectiveness

of a major traffic control

device.Ie traffic Signal¹

4

Accident risk (see expla-nation 1.4

below)

Minimal Low Medium *High *Black Spot

5

Proximity to intersection

(on approach side)

More than 200

200-150 150-100 100-50 Less than 50m

B Content and Physical Properties

6

Brightness and contrast in relation to hazards and traffic con-trol devices

The sign is unlit or not retro-reflective.

The sign brightness

matches the

minimum ambient

light levels expected

The sign varies its

brightness to match

the ambient light

The sign intensity is unlikely to cause night blindness.

*The sign brightness may cause

night blindness or discomfort

7Animation

and movement

The message

is not animated or moving

The message remains static for at least 1 minutes

The message

stays static between 8 and 60 seconds

N/A

*The message is animated, flashes and

scrolls

C Volume

8Volume AADT

0 - 10,00010,001 to 25,000

25,000 to 40,000

40,000 to 55,000

Over 55,000

9% Heavy Vehicles

0 - 5% 5 - 10% 10 - 15% 15 - 20% Over 20%

10PedestriansPeak hour

pedestrians0-100 100-200 200-300 300-500 Over 500

11Speed

(km per hour posted)

Less than 60

61 to 80 81 to 100 101 - 120 Over 120

Scoring Recommendation:

Below is the recommended scoring regime:

Table10-RecommendedScoringforTrafficSafetyMatrix:

Score Recommendation

Less than 18 Acceptable safety suggested approval

19 to 24 Suggest measures to mitigate and then rescore

Above 25 Should be denied

Explanatory Note On The Safety Matrix:

Below is a narrative/guideline to the consistent implementation for the safety matrix.

1) Drivers line of sight: Refer to Dubai Traffic Control Manual and generally practiced drivers line if sight provisions ie does

the sign obstructs a driver’s line of sight at an intersection, curve or point of egress from an adjacent property or obstructs a driver’s view of a traffic sign or signal.

2) Decision point: The Decision point is defined as the point where a driver needs to make a decision for one of the

following:

• Major weave area, measured from the entry point of the weaving traffic.

• Off ramp (measured from the exit gore taper).

3) Interference with a traffic control device: Score the location based on the whether it may (has some likelihood to interfere) with or in the

determination of the reviewer will interfere with the traffic control device. The class of traffic control device is defined as follows:

• Minor control device - yield sign.

• Intermediate control device - stop sign.

• Major control device - traffic signal.

4) Accident Data: The categories of Minimal, Low, Medium, High, Black Spot are determined by the review process of the

RTA Traffic Safety Department. This includes weighting of accident type, (please see table below) in the past 2 years that occurred within 150m visibility of and relevant to the sign location.

54 55

Risk Level Weight

Minimal Less than 4

Low 4 to 6

Medium 7 to 11

High 12 to 17

Blackspot Greater than or equal to 18

Accident weighing system currently used by the Traffic Safety Section is:

Non Injury Accident : 1 point

Injury Accident : 3 points

Fatality : 6 points

5) Proximity to center of intersection (on approach side): This is the distance of the sign to the stop line of the approach lane.

6) Brightness and contrast in relation to hazards and traffic signage and control devices: Self explanatory.

7) Animation and movement: An advertisement is a static display if it has:

a) No moving images, or parts of moving images and. b) No moving text or sets of text and. c) No flashing background, text or images.

An advertisement is an animated display if it has:

a) Moving images, or parts of moving images and. b) Moving text or sets of text and. c) Flashing background, text or images.

Ideally for digital signage the transition between one advertisement to another must not be flashing and must not have movement from side to side or top to bottom. Preferred transition between one advertisement to another may either have a ‘dissolving’ nature frame to frame at the agreed interval or be an instantaneous transition.

8) Traffic Volume: Total AADT measure in one direction.

9) % Heavy Vehicles: This is the % number of heavy vehicles based on a 24hour count.

10) Pedestrians: Peak hour pedestrians as measured in both directions at the proposed location.

11) Speed: Posted speed (kph) on the adjacent road.

2.4)DigitalSignage:

Digital signage is a form of electronic display that is installed in public spaces. Digital signs are typically used to entertain, inform or advertise. Major benefits of digital signs over traditional static signs are that the content can be exchanged more easily, animations can be shown and the signs can adapt to the context and audience, even interactively. Digital signage advertising is a form of out-of-home advertising in which content and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific locations at specific times. Digital signage can offer superior return on investment compared to traditional printed signs but this must be contrasted with the increasing ability of digital signage to distract or blind drivers and contribute to accidents. However, the problem with digital signage is that it can be very bright and can also be very distracting.

2.4.1) Where can Digital Signage to be installed?

Digital signage can only be installed in areas within digital zones.

Digital signage can only be used within the digital zones as indicated in Appendix D

The following serves as a guide for the use of digital within a digital zone.

Table11-UseofDigitalbyRoadClassification:

Digital Road Classification

Adjacent Land Use Freeway Arterial Collector Local Private

Residential R R Q Q Q

Commercial R R R Q Q

Industrial R R R Q Q

Mixed use R R R Q Q

2.4.2) General Digital Guidelines:

The following table provides guidelines for the use of digital signage in Dubai.

Table12-GeneralGuidelinestoDigitalSignage:

Item General Guidelines for Digital Signage

Zone Digital signage is only allowed in the digital signage zone identified above.

Duration of Message Minimum 8 seconds.

Dynamic Images Transition Time Transitions between messages should be 1 sec.

Consecutive framesNo story boarding - i.e. frames may not be used in sequence to represent a story or concept that are designed to increase the anticipation or focus of the

target audience.

SpacingSpacing between such signs shall not be less than minimum spacing require-ments for Unipole signs, or greater if determined appropriate to ensure the

safety of the motoring public.

Locations All locations for digital signage require specific safety assessments.

Default Design Freeze a display in one still position if a malfunction occurs.

Static ImagesRequirements that a display contain static messages without movement such

as animation, flashing, scrolling, intermittent or full-motion video.

Brightness &Lighting Levels

Adjust brightness in response to changes in light levels so that the signs are not unreasonably bright for the safety of the motoring public.

All digital signs shall be equipped with a mechanism to control brightness through the means of an automatic dimming device or a scheduled dimming program, such that the brightness of the display (measured in candelas per square meter, or nits), when measured in comparison with ambient lighting

conditions (measured in lux).

56 57

Table13-Permitrequirementsfordigitalsignage:

Any permit for an animated, electronic, illuminated or major promotion sign or any combination of these signs (eg Animated Illuminated Major Promotion Sign) must include conditions as specified in the table below:

ConditionMechanically

OperatedElectronic Illuminated

Major Promotion

Each advertisement is limited to a static display with:a) no moving images, or parts of moving images andb) no moving text or sets of text and c) no flashing background, text or images

Include condition

Each advertisement shall be displayed for a minimum of 8 seconds

Include condition

Include condition

The transition from one advertisement to another must be instantaneous

Include condition

Include condition

No advertisement may be dominated by any individual or combination of the following colors: red, yellow, or green

Include condition

Include condition

Include condition

Include condition

No advertisement is to contain an image which dupli-cates or resembles any type of traffic sign, instruction, or symbol

Include condition

Include condition

Include condition

Include condition

The luminance of the advertising sign must be such that it does not give a veiling Luminance to the driver, of greater than 0.25 cd/m², throughout the driver’s approach to the advertising sign

Include condition

Include condition

2.4.3) Luminance:

An illuminated sign refers to any sign being illuminated by an artificial source. Illuminated signs include variable message signs, video and/or animated signs and any conventional billboard illuminated by fluorescent and/or incandescent bulbs.

Illuminated signs can be bright relative to their surroundings depending on the luminance of the sign itself and the ambient light of the surroundings. Therefore, the following assessment criteria are used to measure luminance and ensure that illuminated signs do not cause road safety hazards.

Table14-MaximumAllowabledaytimeLuminanceofIlluminatedAdvertisements:

Illuminated Area (m²)Very High Off-Street

Ambient Light (cd/m²)Medium Off-Street

Ambient Light (cd/m²)Low Off-Street Ambient

Light (cd/m²)

Up to 0.5 2,900 2,000 1,000

0.5 to 2.0 2,300 1,600 800

2.0 to 5.0 2,000 1,200 600

5.0 to 10.0 1,500 1,000 600

Over 10.0 1,200 800 400

Notes: 1) Luminance: Means the objective brightness of a surface as measured by a photometer, expressed in Candelas

per square meter.

2) Night-Time: Maximum luminance of one-quarter of the above prescribed values.

3) High: Covers areas with generally high off-street ambient lighting e.g. some major shopping/commercial centres with a significant number of off-street illuminated advertising devices and lights.

4) Medium: Covers areas with generally medium off-street ambient lighting e.g. small to medium shopping/commercial areas.

5) Low: Covers areas with generally low off-street ambient lighting e.g. most rural areas, many residential areas.

Table15-IlluminationGuidelines:

Illumination Guidelines:

a) For night time use, the sign (whether internally illuminated or lit from its exterior) must not cast a shadow on areas that were previously lit and that have a special lighting requirement, e.g. pedestrian crossings.

b) The light sources for illuminated signs must focus solely on the sign and.

c) Be shielded so that glare does not extend beyond the sign, and.

d) With the exception of back lit neon signs, have no light source visible to passing motorists with a light output greater than that of a 65W incandescent bulb.

e) The level of reflectance of an advertisement, and its content, is not to exceed the minimum coefficients of Luminous intensity per unit area.

f ) The illuminated advertisement shall be placed in a safe spot away from the reach of hands and in such a way as to prevent fire from spreading.

g) Advertisement fixed on buildings’ roofs and those placed on fences, boards and holders that are fixed on the ground shall be surrounded by screens made of incombustible material and doors with strong latches to prevent unauthorized persons from entering the spot. It shall carry a sign reading (Danger-Entrance Prohibited).

h) Electrical current transformers, light pipes and the connected equipment shall be in safe and well ventilated places where only authorized persons enter.

i) Switches and fuses shall be on board or boards made of dielectric material and licensed by Dubai Electricity and Water Authority.

j) All metal parts used in the structuring of the advertisement including the holders, transformers and also electrical connections shall be connected to the ground according to the technical electrical specifications.

k) The electric current transformers shall be tightly covered, water proof and well ventilated.

l) The place where advertisements are fixed on buildings’ roofs or arranged on boards or holders fixed to the walls of the shops facades shall equipped with a number of fire-extinguishing equipment and devices which the Civil Defense Authorities in the Emirate deem expedient.

58 59

c) Procedure for Measuring Luminance: On occasion it may be required for the RTA to check for:

• Exiting luminance or. • Prior to installation. • Calibrate the sign before initial use.

The following procedure should be used for the measurement of the luminance.

STEP 1: Define measuring distance from the table and chart below.

Table16-Luminancemeasurementdistances:

Dimensions Area (square meters)Distance luminance reading

should be taken

Mupi, Lampposts 2 to 3m2 40m

Megacom 12m2 50m

Bridge Banner Approx 40m2 65m

Unipoles 72m2 75m

Over 72m2 Over 72m2 80m

STEP 2: Turn Sign onto black mode, measure and record with digital light meter.

STEP 3: Turn Sign onto white mode, measure and record with digital light meter.

STEP 4: Compare results of two readings.

• If greater than 0.3 candela then reduce brightness and re-test.

• If between 0.2 and 0.3 then ok.

• If less than 0.2 then increase brightness.

A digital light meter should be used to test luminance.

2.4.4) Reflectivity:

No OA signs shall have assign face that is reflective and can cause reflectance of light falling onto the sign into the face of oncoming traffic.

2.5)Durability:

Durability is assessed in relation to the materials that make up the sign and its supports as well as in relation to the structural design of the sign.

The design of signs must comply in all respects with the following codes and standards:

FSD Code of Practice for Minimum Fire Service Installations and Equipment and Inspection and Testing of Installation and Equipment.

BS 476 Fire tests on building materials and structures.

BS 729 Specification for hot-dip galvanized coatings on iron and steel articles.

BS 1470 Specification for wrought aluminium and aluminium alloys for general engineering purpose: plate, sheet, and strip.

BS 1474 Specification for wrought aluminium and aluminium alloys for general engineering purposes: bars, extruded round tubes and sections.

BS 2989 Specification for continuously hot-dip zinc coated and iron zinc alloy coated steel: wide strip, sheet/plate and slit wide strip.

BS 3111 Steel for cold forged fasteners and similar components.

BS 3692 Specification for ISO metric precision hexagon bolts, screws and nuts. Metric units.

BS 4533 Luminaires.

BS 4842 Specification for liquid organic coatings for application to aluminium alloy extrusion, sheet and preformed sections for external architectural purposes, and for the finish on aluminium alloy extrusions, sheet and performed sections coated with liquid organic coatings.

BS 5135 Specification for arc welding and carbon and carbon manganese steels.

BS 5266 Emergency lighting.

BS 5427 Code of practice for protective coating of iron and steel structures against corrosion.

BS 6496 Specification for powder organic coatings for application and stoving to aluminium alloy extrusions, sheet and preformed sections for external architectural purposes, and for the finish on aluminium alloy extrusions, sheet and preformed sections coated with powder organic coatings.

BS 6497 Specification for powder organic coatings for application and stoving to hot-dip galvanized hot-rolled steel sections and preformed steel sheet for windows and associated external architectural purposes, and for the finish on galvanized steel sections and preformed sheet coated with powder organic coatings.

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BS 6561 Specification for zinc alloy sheet and strip for building.

BS 6582 Specification for continuously hot-dip lead alloy coated cold reduced carbon steel flat rolled products.

BS 7671 IEE Wiring Regulations for Electrical Installations buildings.

PD 6484 Commentary on corrosion at bi-metallic contacts and its alleviation.

ISO 8501 Preparation of steel substrates before application of paints and related products (BS 7079).

BS EN 499 Specification for covered carbon and carbon manganese steel electrodes for manual metal arc welding.

2.5.1) Construction and Materials:

Signs should be constructed of materials that maintain a good quality finish and colour. In Dubai the materials must also resist corrosion and must be readily washable to remove dust deposits.

The table below provides guidelines in this regard:

Construction and Materials:

a) The materials used in constructing the permanent signboards should be strong and of a high quality.

b) Materials must be washable such as the stone, glazed tiles (ceramics), glass, stainless steel, wood and aluminum.

c) Signboard materials should be compatible with the external finishing materials of the relevant building.

d) All the material used in constructing the signboards should be corrosion resistant.

e) Permanent signboards placed within the industrial or commercial areas must be made up of incombustible materials that obstruct the spread of fires.

f ) Reflective materials may not be used.

g) Only safety glass shall be used.

2.5.2 Structure

Signs must be designed to ensure that

• Public safety is not compromised and. • To withstand the various environmental forces for the life of the structure.

It is not the purpose of this manual to provide detailed structural design guidelines which are typically contained in engineering manuals and local codes of practice. Therefore these guidelines are only intended to provide direction for outdoor advertising companies to ensure that the above objectives are met at all times.

In many cases the design of sign structures forms part of a wider design process as sign designs may be designed for wider application than only Dubai. However, large sign structures need to be able to withstand the local environmental forces and need to be designed and approved by registered engineers.

If affixed onto an RTA asset, or example a bridge, the proposed sign weight should not affect the structural capacity of the structure.

The following table presents the typical signage structural design guidelines in terms of sign-off by registered and qualified people.

Table17-TypicalDesignResponsibilities:

Sign Type Formats

Permanent Signage

Large Format – Unipoles Registered Engineer

Medium Format – Megacoms Registered Engineer

Small Format – Mupis, lampposts Manufacturer Warranty

Street Furniture - Bus shelters, Kiosks, Parking Meters, Barriers

Registered Engineer for anything taller than 2m else manufacturer warranty

Bridge AdvertisingRegistered Engineer where it could damage traffic if the

sign or parts of it can fall off and endanger the public

Feature Signs Registered Engineer

Brand Towers Registered Engineer

Temporary

Building hoardings Registered Engineer

Event signage or special promotions Registered Engineer

Umbrellas Manufacturer Warranty

Sign Type Formats

Flying • Balloons

• Dirigibles - Blimps & Aircraft banners

Manufacturer Warranty

Transit

• Bus & Tram Advertising (Refer to Bus Advertising Guidelines).

• Metro (Refer to Metro Advertising Guidelines).

• Taxi’s (refer to Taxi Advertising Guidelines).

Manufacturer Warranty

2.6)Content:

2.6.1) Type and Extent:

It is recommended that advertisers have regard to the following advisory guidelines with respect to the content of advertisements to be displayed along road corridors.

Table18-GuidelinesForSignContent:

Guidelines for Sign Content:

a) Advertisements must not imitate a traffic control device such as traffic lights.

b) Advertisements must not instruct drivers to perform an action such as ‘Stop’, ‘Halt’ or ‘Give Way’ and ‘No Entry’.

c) Advertisements shall not contain anything that could be construed as being offensive or objectionable and the RTA may direct the immediate removal of any sign display regardless as to whether consent has been granted or not.

d) Advertisements must not invite traffic to move contrary to any traffic control device, or turn where there is fast moving traffic.

62 63

Figure9-SequenceofSimilarSigns

Figure10-SequenceofAdvertisingSigns

e) Advertisements must not contain reflectors.

f ) The permissible level of luminance of an advertisement also applies to its content.

g) Advertisements should be legible with a clear font.

h) The size of the font must be appropriate having regard to traffic speed.

i) Advertisements should not contain large areas of red display if it is to be illuminated.

j) The amount of information supplied on a sign should be minimized so that the time required to read and understand the sign’s message is minimized. As a guide, each sign should be limited to 6 bits of information for each of Arabic and English. The summation of units is to be calculated as follows:

a. Words of up to 8 letters, inclusive = 1 bit.

b. Numbers up to 4 digits, inclusive = 0.5 bit.

c. Numbers of 5-8 digits = 1 bit.

d. Symbol, picture, logo or abbreviation = 0.5 bit.

k) The proposed advertising message should not spread the message across more than one adjoining sign.

l) Cutouts or spaces extensions cannot be more than 20% of the original sign size or extend more than 20% above the original sign panel height.

m) The space assigned for the Arabic language shall not be less than 50% of the total space of the advertisement.

n) The Arabic language shall be written on the right hand side of the advertisement.

o) The Arabic language shall be written above the English language of the advertisement.

p) The advertisement must not have any Religion symbols or signs inconsistent to the rules of Islamic Shariaa Law.

q) The advertisement must not have any sentences or symbols contain any non-moral meanings.

r) The advertisement must have a decorous images.

s) Each signage must advertise one issue only. However, Signage with multiple faces may advertise one issue on each face.

t) Signage must not mask certain public facilities such as Bus Shelter in order to promote visibility and prevent offences and crimes.

2.6.2) Sequencing:

Another aspect to consider is whether the signs are sequenced or repeated. For example, a series of different signs that are closely spaced would be very distracting and would probably not be read by passing road users whereas a series of similar signs would be read through repetition of the same message.

The optimal spacing for sequenced or repetitive signs is difficult to set with any accuracy as it also depends on the size and content of the signs. The following photos show examples of some good sequencing through repetition and the difference between repetition and clutter.

64 65

Section 3:Specific Design Elements

Table 19 - Applicable Design Elements 66 3.1 Small Format - Mupi’s 66 Figure 11 - Mupi on Centre Median 67 Figure 12 - Mupi on Sidewalk 67 3.2 Small Format (Lampposts) 68 Figure 13 - Lamppost on Sidewalk 68 Figure 14 - Lamppost in Median Island 68 3.3 Medium Format (Megacoms) 69 Figure 15 - Typical Section Showing a Megacom 69 3.4 Large Format Signs (Unipoles) 70 Figure 16 - Typical Section Showing Large Format Sign 70 3.5 Construction Fences (Hoardings) 71 Figure 17 - Typical Section of Construction Hoarding 71 3.6 Road Bridges 72 Figure 18 - Bridge Banner Clearances 72 3.7 Pedestrians Bridges 73 Figure 19 - Pedestrian Bridges 73 3.8 Flags 74 Figure 20 - Flag Clearances 74 3.9 Temporary Signs 74 3.10 Dirigibles 76 Figure 21 - Airship 76 Figure 22 - Hot Air Balloon 76 3.11 Fixed Balloon 77 Figure 23 - Fixed Balloon 77 3.12 Banner Towing and Skywriting 78 Figure 24 - Banner Towing 79 Figure 25 - Sky Writing 79 3.13 Variable Messaging Signs 79 3.14 Moving Signs & Mobile Billboards 79 3.15 Video and Animated Electronic Signs 79 3.16 Umbrellas 80 3.17 Brand Towers 80 Figure 26 & Figure 27 - Brand Tower 80 3.18 Bicycle Related Advertising 81 Figure 28 - Bicycle Plan 81 Figure 29 - Map of Dubai Strategic Bikeway Network 82 3.19 Footpaths and Running Tracks 82 Figure 30 - Footpath Advertising 82 Figure 31 - Footpath Spacings 83 3.20 Parking Meters 83 Figure 32 - Mupi Attachment 83 Figure 33 - Flags Attachment 84 Figure 34 - Mupi Mounted Unit 84 3.21 Entrance Gantry 84 Figure 35 - Entrance Gantry 84 3.22 Architectural Feature 85 Figure 36 - Architectural Feature 85

Figure 37 - Architectural Feature Location 85 3.23 Permanent Display Location 86 Figure 38 - Permanent Display Location 86 3.24 Temporary Display Location 87 Figure 39 - Temporary Display Location 87 3.25 New Jersey Barriers 88 Figure 40 - New Jersey Barriers 88 3.26 Flowerpot Flags 88 Figure 41 - Flowerpot Unit, X-Ray View 89 Figure 42 - Dual Pole Mounted Flowerpot Flag Unit 89 3.27 Public Art 89 Figure 43 - Publica Art 90 3.28 Vending Machines 90 Figure 44 - Vending Machine 90 3.29 Vending Kiosk 91 Figure 45 - Vending Kiosks 91 3.30 Petrol Station & Commercial Pylons 92 Figure 46 - Arterial Road Sign 92 Figure 47 - Collector Road Sign 92 Figure 48 - Highway Road Sign 92 3.31 Freestanding/within ROW or Private Lands 94 Figure 49 - Freestanding within ROW or Private Land 94 3.32 Roof top/Commercial - 3D Letters/On-Building 95 Figure 50 - Commercial - 3D Letters on Building 95 3.33 Roof Top Advertisement Sign Board/On-Building 95 Figure 51 - Roof Top Adv. Signboard on Building 95 3.34 Roof Top/Electronic Sign Board 96 Figure 52 - Roof Top/Electronic Sign Board 96 3.35 Film/Sticker on Glass Facade 97 Figure 53 - Film/Sticker on Glass Facade 97 3.36 Wall Banner - Commercial 98 Figure 54 - Wall Banner - Commercial 98 3.37 Signage on Building Wrap 99 Figure 55 - Signage on Building Wrap 99 3.38 Flush Wall Signage - Shop Front 99 Figure 56 - Flush Wall Signage - Shop Front 99 3.39 Projected Wall Signage 100 Figure 57 - Projected Wall Signage 100 3.40 Mobile & Transit Advertisement 101 3.40.1 Display Regulations 101 3.40.2 Internally Focused 101 3.40.3 Policy 101 3.40.4 External Guidelines 101 Figure 58 - Typical Bus Stop 102 3.40.5 Operational Guidelines 102 3.40.6 Advertising Opportunities 103 Buses & Trams 103 3.40.7 Taxis 104 Figure 59 - Taxi Advertising 104 3.40.8 General Responsibilities 105 3.40.9 Technical & Safety Considerations 105 3.40.10 Advertising Agents 105 3.40.11 Intervention, Revisions and Liability 105 3.40.12 Inspection, Submission of Information and Penalties 105

66 67

This section covers the specific design elements for all applicable advertising formats and types. The following table identifies permitted advertising types in the general areas of Dubai and each of the special overlay districts by road classification.

Table19:ApplicableDesignElements:

Formats Large Medium Small Temporary

Districts UnipolesBridge &

PedestrianMegacoms Lampposts

FSU’s/Mupis

Hoardings Flags

ROAD

CLA

SS

IFIC

ATIO

N

FreewayGeneral P P P P X P P

Digital P P P x X x x

ArterialGeneral P P P P P P P

Digital P P P x X x x

CollectorGeneral x x P P P P P

Digital x x P x X x x

LocalGeneral x x x P P P P

Digital x x x x X x x

Notes:

No OA signs are allowed in no-sign zones.

Some items are indicated by n/a, these roadway classifications or districts may be subject to change.

3.1)SmallFormat-Mupi’s:

These medium format signs are typically called Mupi’s. These signs can either be 2, 3 or 4 sided.

The signboards should meet all the conditions, provisions, and criteria required by RTA and current by-laws including the following points:

Item Guideline

Size

• The base height above the ground should be 0.5m.

• Maximum width is 1.2 m.

• Maximum height 1.8m.

Position • Mupis are not permissible on median islands which are less than 2.5 meters wide.

• When Mupis are placed on sidewalks a minimum lateral clearance for pedestrian movement shall be 1.2m, preferred 2.0m as set out in Section 2.

Spacing • See section 2.2.2 table 5 (page 44)

Material • It is permissible to exhibit the two sides (mobile poster) with thermally - painted aluminum

or metal frame.

Illumination • Refer to Illumination Guidelines table 15 (page 57)

The following table gives an indication of the nominal minimum spacing between other advertising formats and regulatory signs:

Figure11-MupionCentreMedian

Figure12-MupionSidewalk

68 69

3.2)SmallFormat(Lampposts):

The lamppost signboards should meet all the conditions, provisions, criteria required by RTA and current by-

laws including the following points:

Item Guidelines

Size • See below.

Position • Lampposts signs are not permissible on median islands which are less than 2.5m wide.

• Lampposts on sidewalks must provide a minimum lateral clearance for pedestrian movement of 1.2m and preferably 2.0m.

Spacing • Generally on every lamp post except where lamp are very closely spaced relative to traffic

speeds such as on Beach road where signs should only be placed on 1 out of every 3 posts.

Material • Defined by zone (refer to pages 20-42).

Maintenance • Refer to the maintenance guidelines section.

Illumination • Refer to Illumination Guidelines table 15 (page 57).

Height (h) 10 14 16 25

Size 1.0 x 2.0m 1.5 x 2.5m 1.5 x 3.0m 1.5 x 3.0m

Max power consumption (watts) 160 240 320 480

Max Weight (kg) 40 50 65 70

Figure13-LamppostonSidewalkFigure14-LamppostinMedianIsland

3.3)MediumFormat(Megacoms):

Advertising posters with dimensions (6x4 meters) and (4x3 meters) limited to maximum of 24 square meters typically known as Megacoms.

These Medium format signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws including the following points:

Item Guidelines

Size

• The signboard’s overall height should not exceed 6.5 meters.

• The signboard height should be at least 3 metres above the pavement/sidewalk level as measured between the pavement level and the lowest point of the signboard.

Position

• The distance between the signboards and the street edge should be at least 2.5 meters change below in case the signboard surface is parallel to the street or forms an angle less than 30 degrees against the street.

• Signboards may not be installed over each other or over any other street furniture.


Visual • The external finishing works should conceal all the construction components on the back of

the signboard

Material • Defined by zone (refer to pages 20-42).


Figure15-TypicalSectionShowingaMegacom

70 71

3.4)LargeFormatSigns(Unipoles):

These large format signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws including the following points:

Item Guidelines

Size

• Maximum size 128 square meters, Max width: 16m, Max height: 8m

• If the Advertising sign is located outside the Right of Way, the following definition applies for regulatory purposes:

1. Unipole > = 100m2

2. Minipole < 100m2

• The minimum clearance (headroom) of advertising signboard frame should be 6.0 meters higher than the asphalt surface or verge.

Position • Distance from the unipole to traveled way is defined in the Roadside Design Guide (page 50)


Visual/Design

• Multiple posts are not permissible.

• All sides of the sign should conceal any signage components, connections, lighting fixtures or internal structural elements.


3.5)ConstructionFences(Hoardings):

Construction fences should meet all the conditions, provisions, criteria required by RTA and current by-laws including the following points:

Item Guidelines

Size

• Maximum length at the discretion of the RTA or DM.

• Maximum height as the below: 1. (Less than 100 km) Max. height: 8 m with base. 2. (100 - 120) Max. height: 15 m with base.

• The underside of advertising signboard frame should not be more than 2m above the ground.

Position • Lateral clearance must comply with lateral clearances in section 2 (page 49).

• Permitted if located on land zoned for business, commercial or industrial purposes.

Visual/Design

• All sides of the sign should conceal any signage components, connections. An attempt should be made to conceal all structural elements.

• Should take into account the nature of the surrounding area, including the visual character and desired amenity.

Spacing • See section 2.2.2 table 5 (page 44) & spacing to be 100 meters in special cases

Material • No material specifications

Lighting • Only front lighting is permitted

Maintenance • The sign must be maintained in an acceptable conditions

Time • Limited to period of 12 months


Figure16-TypicalSectionShowingLargeFormatSign Figure17-TypicalSectitonofConstructionHoarding

72 73

3.6)RoadBridges:

These are signs that are typically affixed to roadway bridges.

These signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws including the following points:

Item Guidelines

Size

• Maximum height is 2m. • The advertisement must not extend laterally outside the structural boundaries of the

bridge, unless consented to by the RTA. • Minimum vertical clearance below the structure of 5.5m must be retained. • Proposed structure cannot extend longitudinally beyond the bridge structure.

Position • Advertising not permitted on pedestrian bridges within 80m of an intersection.

Visual/Design

• Cut outs are not permitted. • No part of the advertisement should be more than 1000mm above the road surface on the

bridge to allow visibility over the sign. • The architecture or visual quality of the bridge must not be diminished. • Consideration should be given to whether the advertising structure is compatible with the

form and scale of the bridge. • All sides of the sign should conceal any signage components, connections and an attempt

should be made to conceal all structural elements. • Digital displays are permitted if located more than 100m from any decision point, or at the

discretion of the RTA. Refer also to digital signage guidelines. • Should not block significant views for pedestrians or other bridge users (e.g. cyclists). • Should not obscure or block surveillance or traffic cameras.

Spacing • See table 5 section 2.2.2

Maintenance • All mountings and fixtures to be approved by RTA/DM prior to installation.


3.7)Pedestriansbridges:

Pedestrian bridges provide a valuable opportunity for advertising, particularly if the advertising can be incorporated into the design and structure of such bridges to assist in paying off the capital cost of the structures.

Location will be determined by those factors that determine suitable and necessary locations for pedestrian bridges.

Due to the nature of pedestrian bridges being used for the assistant of pedestrian flow over usually busy roads,

the sites are high value and prominent locations.

Specs Guidelines

Bridge Mounted Unit • Assess on a case by case basis.

Coverage • < 65% of each side of the bridge.

Architectural Features • Advertising must not negatively affect architectural design of the bridge.

Illumination • Only internal illumination and LEDs.

Proximity to other Signage • Adhere to guidelines.

Proximity to Signal • Adhere to guidelines.

Pedestrian Flow • Must not negatively affect pedestrian flow.

Figure19-PedestrianBridges

Figure18-BridgeBannerClearances

74 75

3.8)Flags:

These signs are typically affixed to bridge railings and are temporary.


Item Guidelines

Size • Maximum height of the flags to be 4.0m.

• Maximum width to be 1.0m.

Position • Minimum distance to traveled way should be 1.5m.

• Should be at least 20m from closest traffic control sign or traffic signal.

Visual/Design • No illumination is permitted.

Spacing • Minimum spacing is 10m.

Maintenance • All mountings and fixtures to be approved by RTA or DM prior to installation.

3.9)TemporarySigns:

These signs are typically installed for upcoming events, opening of stores etc.

In addition, for Temporary Signs on RTA Right of Way for national and international special events:

a) The event host shall submit a Signage Masterplan to the City for such signage prior to the time that signs are required to be erected, indicating the details of each sign.

b) When containing third party content the submission may be required to indicate the public benefit to be offered.

c) Events which are held on an annual basis or venues which regularly host similar events can use the same Masterplan in subsequent years or for subsequent events once it is approved.

d) Approval of such Signs to be displayed is a requirement in addition to any other events permit, lease or authorisation which may be required.


Type Item Guidelines

FSU’s

Size • Maximum dimensions 3.0 x 2.0m (in the case of a single site without

Masterplan).

• Max height above ground is 0.5m.

Position

• Minimum distance to travelled way should be as specified in Section 2.

• Should be at least 50m from closest traffic control sign.

• Only permitted on roadways less than 80kph.

Visual/Design • No illumination is permitted unless evening event.

Content • Limited to details of event, location or attraction.

Spacing • N/A

Duration • Display of temporary signs should be limited to 30 days prior and not more 15

days after the completion of the event. Maximum period allowed is 6 months.

Temporary flags

Size • Maximum height of the flags to be 3.0m.

• Maximum width to be 1.0m.

Position

• Not allowed in the road with posted speed limit above 80 km/h or more.

• Minimum distance to pedestrians way should be 3.5m.

• Should be at least 50m from closest traffic control sign or traffic signal.

Visual/Design • No illumination is permitted.

Spacing • Minimum spacing is 2m.

Structure • Must withstand forces, such as wind loading which may result from the

addition of flags to the structure.

Duration • One week - one month.

Figure20-FlagClearances

76 77

3.10)Dirigibles:

An airship or dirigible is a lighter-than-air aircraft that can be steered and propelled through the air using rudders and propellers or other thrust. Unlike other aerodynamic aircraft such as fixed-wing aircraft and helicopters, which produce lift by moving a wing, or airfoil, through the air, aerostatic aircraft, such as airships and hot air balloons, stay aloft by filling a large cavity, such as a balloon, with a lifting gas.

Hot air balloons that can be propelled through the air rather than just being pushed along by the wind are known as airships or, more specifically, thermal airships.

A hot air balloon consists of a bag called the envelope that is capable of containing heated air. Suspended beneath is the gondola or wicker basket (in some long-distance or high-altitude balloons, a capsule) which carries the passengers and (usually) a source of heat, usually an open flame. The heated air inside the envelope makes it buoyant since it has a lower density than the relatively cold air outside the envelope. Unlike gas balloons, the envelope does not have to be sealed at the bottom since the air near the bottom of the envelope is at the same pressure as the surrounding air.

Dirigibles & Airships:

• Prior to any flight, the authorization must be obtained from the Civil Aviation Authority.

• Safety conditions and airworthiness of craft as required by Civil Aviation Authority.

• Without the prior approval of the civil aviation authority, approval for advertising will not be considered.

• The Dirigible/Airship must be primarily designed for safe use, allowing advertising only as an additional feature which will not negatively affect the performance of the Dirigible or Airship.

• No airship or manned balloon displaying an advertisement and no airplane towing an advertising banner shall be allowed to fly lower than 250 meters within a zone of 250m on each side of a highway. In the case of such aircraft displaying digital signs the corresponding distances s hall be 500m.

• No dirigible or Airship should not fly/move within ROW.

Specs and Placement

Advertisement • Brands/Symbols and Logo’s only. • The advertisement must cover at least 25% of the total outer surface area of the

Dirigible/Airship.

Text and Numbering • The text and numbering must be big enough to be clearly visible from the ground,

when the Dirigible/Airship has reached its authorized altitude.

Altitude • as per the standards set by the Civil Aviation Authority.

Illumination • Internal illumination permitted with authorization of the Civil Aviation Authority. The

Dirigible or Airship at least 10km from any restricted flight path, or as per Civil Aviation Authority, if greater.

LED • as per LED guidelines. • < 500m²

3.11)FixedBalloon:

Fixed balloons are attached to the ground via and anchor system. They do not have the same attributes as Dirigibles or Airships in that they do not have a thrusting or rudder system and cannot be propelled nor steered through the air. Fixed balloons are permanently affixed to one (or several points) on the ground, depending on the anchoring method used, therefore restricting their lateral and vertical movement.

Figure21-Airship

Figure22-HotAirBalloon Figure23-FixedBalloon

78 79

Fixed Balloon

• Fixed Balloons bigger than the dimensions given below are allowed, as long as they are a minimum of 300m form any roadway.

Specs and Placement

Height of balloon • ≤ 6m

Length of balloon • ≤ 10m

Width of balloon • ≤ 3m

Height above ground • ≤ 45m or as per Civil Aviation Authority standards,

whichever is the lesser.

Proximity to road way a + 10m

Proximity to buildings a + 10m

Proximity to power lines or another such potentially hazardous obstruction.

a + 10m

Proximity to any other significant objects a + 10m

Height restrictions (a + 10m) > (b + c)

PositionNo more than two fixed balloon can be placed in the

same 10km² over the same period

Duration Max. 6 months per location

IlluminationOnly internally or by LED

as per illumination guidelines

LEDas per LED guidelines

< than the parameters of the balloon

Advertisements Brands/Symbols and Logo’s only

Speed Limit ≤ 100km/h

3.12)BannerTowingandSkywriting:

Banner Towing:


• Only fixed-wing aircraft or helicopters are permitted to tow banners.

• No airplane (fixed-wing aircraft or helicopter) towing an advertising banner shall be allowed to fly lower than 250 meters within a zone of 250m on each side of a highway. In the case of such aircraft displaying digital signs the corresponding distances shall be 500m.

• Flight path must be as per the instructions of the Civil Aviation Authorities; no exception can be made for the benefit of the advertising.

• No fixed-wing aircraft or helicopter shall tow a banner, or combination of banners > 1000m²

• LED < 500m², as per LED guidelines.

Figure24-BannerTowingFigure25-SkyWriting

Sky Writing:


• Only fixed-wing aircraft or helicopters are permitted to tow banners.

• Fight path must be as per the instructions of the Civil Aviation Authorities; no exception can be made for the benefit of the advertising.

3.13)VariableMessagingSigns:

Variable Message Signs:

• The speed limit of the road must not be greater than 100 km/hr. • The time to change the display must not be greater than 4 seconds and should than 2 seconds. • The display must be completely static from its first appearance to the commencement of a change to

another display. • The level of illumination must adjust according to ambient light levels as set out in Section 2. • The sign must not contain any scrolling message.

3.14)MovingSigns&MobileBillboards:


• The speed limit of the road must not be greater than 100 km/hr. • The display must be completely static from its first appearance to the commencement of a change to

another display. • The driver should not expect to see more than one message in the period of exposure, during normal driving

conditions.


• All mobile billboard advertising requires the permission of the RTA and cannot be parked in public parking areas or parked on private land facing traffic without the express permission of the RTA.

• Mobile billboards is defined as any vehicle or other mobile object on any highway for the primary purpose of displaying advertising.

• Permission is not required for any vehicle which displays an advertisement or business identification of its owner, so long as such vehicle is engaged in the usual business or regular work of the owner, and not used merely, mainly or primarily to display advertisements.

3.15)VideoandAnimatedElectronicSigns:

Video and Animated Signs:

Video and animated signs, including any signs which contain any portion of video and/or animated content, will not be approved if in the road reserve and visible to drivers.

80 81

3.16)Umbrellas:

Identification Signboards on the Umbrellas:

Fixed balloons are attached to the ground via and anchor system. They do not have the same attributes as Dirigibles or Airships in that they do not have a thrusting or rudder system and cannot be propelled nor steered through the air. Fixed balloons are permanently affixed to one (or several points) on the ground, depending on the anchoring method used, therefore restricting their lateral and vertical movement.

Item Guidelines

Size • The height of letters or shapes on any umbrella signboard should comply with the DM

guidelines for copy content.

Visual/Design

• Umbrella signboards should in-line with the design of the building. • Umbrella signboards should be placed on the vertical curtains hung at the umbrella edges

or on the vertical surfaces of the umbrellas. • The minimum vertical clearance is 2.5m. • No umbrella signboards may be lit.

3.17)BrandTowers:

The concept of the Brand Tower is to have an instantly recognizable logo with minimal information. This will allow the brand tower to be placed in locations where typical signage would not be allowed due to traffic safety.

The brand tower should serve a dual purpose, that of advertising a brand name, while simultaneously acting as directional signage guiding people to the location as advertised on the structure. Alternatively, the brand tower can act as a platform to promote a brand whilst providing general directional signage, street names.

Specs and Placement

Height of Tower • < 10m.

Width of Pole • < 30cm.

Illumination • Internal illumination only or as shown in Table 13 - Maximum Allowable

daytime Luminance of Illuminated Advertisements and Table 14 - Illumination Guidelines.

Advertising Signs • < 2m2 / sign.

Advertising Signs/Brand Tower • Max. 4

• All on different axes.

Proximity to other Brand Towers • Area specific. No more than one on a corner or one every 75m where no

corners exist.




3.18)BicycleRelatedAdvertising:

The locations for the advertising units will be governed by the locations of the Bike racks. The locations of these bike racks are determined by best functionality for the bike scheme. The general rule and the international best practice are to have the bike racks positioned between 300m to 500m apart throughout the city. Examples of exact locations are at interchanges of bike paths, outside shopping malls and pedestrian precincts, metro and bus stations and near the beaches and parks.

The advertising itself must be in close proximity to the bike rack and must be identifiable with the bike scheme, this is to give the impression the bike rack and the advertising unit are 1 piece of infrastructure.

Figure28-BicyclePlanFigure26&27-BrandTower

82 83

Specs and Placement

Mupi 1.8m x 1.2m

Illumination Internal illumination only

Bike Racks Spacing 300m - 500m min

Mupi Proximity to Racks < 10m

Mupi as per Mupi Guidelines

Pedestrian Flow Must not negatively affect pedestrian flow

3.19)FootpathsandRunningTracks:

Signage on footpaths is limited to free standing units only. The placing of the FSUs should, where possible, alternate on the either side of the footpath. The FSUs should not be closer than 50cm to the footpath and should be equal to or greater than 100m apart.

Specs and Placement

Mupi 1.8m x 1.2m


Spacing 100m+

Mupi Proximity to Footpath > 50cm

Mupi as per Mupi Guidelines


3.20)ParkingMeters:

• The location of the parking meter advertising will be predetermined by the locations of the parking meters.

• Currently 800 parking meter locations exist in Dubai.

• Various alternative exist with regards to the type of advertising display chosen and attached the parking meter units or in their immediate proximity.

Figure32-MupiAttachment

Figure31-FootpathSpacings

Figure29-MapofDubaiStrategicBikewayNetwork

Figure30-FootpathAdvertising

84 85

Specs and Placement

Mupi (one double sided unit/meter) 1.8m x 1.2m

IlluminationAllow only internal for mupis and both internal/external for flags,

depending on design i.e. flags as Table 14 - Illumination Guidelines could be designed as light boxes

Flags (two flags/meter) < 6m2 (in total for the two)

Meter Mounted UnitMax 0.5m x 0.5m, may not extend past the limits of the parking meter

structure

Advertising Proximity to Meter < 1m

Mupi as per mupi guidelines


Figure33-FlagsAttachmentFigure34-MeterMountedUnit

3.21)EntranceGantry:

Entrance gantry must define an area. The entrance gantry will introduce an area such as shown in Figure 35 - Entrance Gantry. As shown in this example, the entrance gantry would be place between Abu Dhabi and Dubai assisting motorist as a form of directional signage as well as providing high value signage locations.

Specs and Placement

Gantry Mounted Unit Assess on a case by case basis

Coverage < 65% of each side of the structure

Entrance SignMandatory feature, > 20% of each side of the structure. Can be an attachment to

the bridge structure

Architectural Features Advertising must not negatively affect architectural design of the bridge

Illumination Only internal illumination and LEDs

Gantry as per RTA standards

Proximity to other Signage Adhere to guidelines

Proximity to Signal Adhere to guidelines

Entrance Must define an area, marking a parameter of its boundary

3.22)ArchitecturalFeature:

Architectural features are principally suited to high profile sites where signage would not necessarily be permitted. Due to the architectural elements to the design of the structure, incorporating some element of advertising signage, this format offers an alternative solution to placing structures and generating signage income to previously prohibited high value prolific sites as shown alongside.

Figure36-ArchitecturalFeatureFigure37-ArchitecturalFeatureLocation

A fundamental principal of this type of feature is to present and interesting structure that enhances the visual landscape of the city with the ability to generate income from signage.

The design of these architectural features should be determined via design competitions or the like. Unsolicited proposals can also be considered, however the understanding is that these architectural features are to be exceptional structures, designed for exclusive locations such as interchanges, landscaped areas etc as shown in the figure above.

Figure35-EntranceGantry

86 87

Specs and Placement

Architectural Feature • Assess on a case by case basis.

Architectural Features (Advertising) • Advertising must not negatively affect architectural design of the

feature.

Illumination • Assess on a case by case basis and adhere to guidelines.

Proximity to other Architectural Feature

• No more than one should be visible any point (360˚ view) at the same time. This can be waived in the case that the installation relies on several separate parts as part of the design, making up the completed architectural feature. These parts may not be placed in separate locations more than 100m apart.

• No more than 1 architectural feature/25km2



Duration • The feature as well as the advertising must remain unchanged for a

minimum of 1 year.


3.23)PermanentDisplayLocation:

An example of this is shown below. This facility allows advertisers to display their product for shorter periods of time in high profile, predetermined locations. The permanent display location consists of a permanent structure where advertisers have an opportunity to display product over a relatively short period in a well finished controlled environment. The advantage of such locations is that advertisers can place their product within a controlled environment, as opposed to having to construct semi permanent structures to house short term displays.

Examples of appropriate displays would be a car parked in the location over the period of the car show, a furniture retailer installing display of products to create awareness of a promotion.

The permanent nature of the site will familiarize people with its existence allowing for the content to change relatively quickly in high profile, high value location whilst ensuring traffic safety simultaneously due to this familiarization with the site.

Specs and Placement

Permanent Display Location • Assess on a case by case basis.

Illumination • Assess on a case by case basis and adhere to guidelines.

Proximity to other Permanent Display Locations

• No more than one should be visible from any point (360˚ view) at the same time unless the installation relies on several separate parts as part of the design, making up the completed architectural feature. These parts may not be placed in separate locations more than 100m apart.

• No more than 1 location per 25km2



Duration • 2 weeks - 1 month.

3.24)TemporaryDisplayLocation:

Temporary display locations will be predetermined prominent, high value sites. This will allow advertisers to display advertising for mid-term periods with the use of different types of displays from standard advertising. The example in Figure 39 - Temporary Display Location, shows a model BA jetliner placed alongside the road.

Specs and Placement

Temporary Display Location • Assess on a case by case basis.

LED • as LED guidelines doc.

Illumination • Assess on a case by case basis.

• Adhere to guidelines.

Temporary Display Location • Assess on a case by case basis.

Proximity to other Permanent Display Locations

• No more than one should be visible any point (360˚ view) at the same time. This can be waived in the case that the installation relies on several separate parts as part of the design, making up the completed architectural feature. These parts may not be placed in separate locations more than 100m apart.

• No more than 1 temporary display location/25km2



Duration • 1 month - 1 year.

Pedestrian Flow • Must not negatively affect pedestrian flow.Figure38-PermanentDisplayLocation

Figure39-TemporaryDisplayLocation

88 89

3.25)NewJerseyBarriers:

New Jersey Barriers are found extensively along the road networks of Dubai. The opportunity here exists in branding and not as advertising goods or services.

Brands/logos may be attached to the face of the New Jersey Barriers to create brand awareness.

Specs and Placement

Advertising Brand names/logos are only permitted on new jersey barriers i.e. no

conventional advertising allowed

Size < 25% of each side of the structure

Illumination Prohibited

Positioning Centre and centre, as shown in Figure 40 - New Jersey Barrier

Sequence Max. of every second new jersey barrier in a continuous line

Max. length No limit to max. number of barriers that can be utilized in a

continuous sequence

Min. length 200m

Proximity to other branded new jersey barriers (lineal) i.e. different brand/logo

Min. 50m

Proximity to other signage Adhere to guidelines

Proximity to signal Adhere to guidelines

3.26)FlowerpotFlags:

To add aesthetically pleasing element to signature location, such as the centre line of Al Garhoud Bridge, specially designed growing pots are positioned as permanent features. Special events such as the Dubai shopping festival would utilize the spaces for short term promotional advertising through the addition of temporary flags.

Figure41Figure42FlowerpotUnit,X-RayViewDualPoleMountedFlowerpotFlagUnit

Specs and Placement

Height of Flags Adhere to flags guidelines

Width of Flags Adhere to flags guidelines

Illumination Adhere to flags guidelines

FlowerpotsMust withstand forces, such as wind loading which may result from

the addition of flags to the structure

Growing Box Exposed growing area must be at least 15% of total surface are of unit

Duration 2 weeks - 2 months

Use and PurposeOnly permitted for the display of public messages or the promotion of

an event

Proximity to other Flags Adhere to flags guidelines

Proximity to other Signage Adhere to guidelines



3.27)PublicArt:

The term public art properly refers to works of art in any media that has been planned and executed with the specific intention of being sited or staged in the public domain, usually outside and accessible to all.

Public art can’t be restricted to particular locations. However, locations showing high public interest, pedestrian as well as vehicular traffic are usually considered potential public art location.

Figure40-NewJerseyBarrier

90 91

Figure44-VendingMachine

Specs and Placement

Public Art Assess on a case by case basis

LED as LED guidelines doc

IlluminationAssess on a case by case basis.

Adhere to guidelines.

Positioning Assess on a case by case basis

Duration Min. 1 year


3.28)VendingMachines:

Vending machines line the sidewalks of the streets. Advertising usually appear on the exterior of the units. In the majority of cases, the advertising is in the form of 1st party advertising given that the products advertised are sold via the vending machine.

Vending machines in the ROW are typically unsightly, poorly maintained units. Vending machines in the ROW should form part of a public utility node, providing shade, maybe a place to sit while enjoying you drink or even information such as directional signage maps.

There should be predetermined location for the placement of vending machines. This is not to say, new location can’t be proposed, and if deemed appropriate, utilized as additional vending machine locations within the ROW.

Specs and Placement

Vending Machine as per standard vending machine specs


Additional UtilityVending machines in the ROW must provide additional public utility other than that of their primary function. Shaded area/resting point/information or navigation tools such as maps

Positioning In predetermined location or alternatively according to proposals put forward


PositionWhen FSU’s are placed on sidewalks a minimum lateral clearance for pedestrian movement

shall be 1.2m, preferred 2.0m


3.29)VendingKiosk:

Vending kiosks add public utility in various forms, such as points of sale, space to rest, shade and information. At the same time they provide a platform on which to attach advertising.

Vending kiosks are suited to areas of high pedestrian traffic.

Predetermined location should be identified as acceptable sites for vending kiosks, allowing for the retail elements to function as well as generating advertising revenues.

Figure45-VendingKiosks

Figure43-PublicArt

92 93

Specs and Placement

Vending Kiosk < 12 m2

Illumination Adhere to guidelines

Advertising

< 50 % of surface area of kiosk.

Must be physically attached to the kiosk and can’t protrude further than the extremities of the structure of the kiosk i.e. a separate mupi/flag or any other

attachment is prohibited.

Positioning In predetermined location or alternatively according to proposals put forward

Proximity to other Vending Kiosks

> 100m

Proximity to other Signage Adhere to guidelines in table 12 (page 55) - General Guidelines to Digital Signage

Proximity to Signal > 100m



Illumination Refer to Illumination Guidelines table 15 (page 57)

3.30)PetrolStation&CommercialPylons:

Petrol filling stations, car dealership sand hotels usually have their large signage in the ROW. Therefore, the specs and placement of these signs needs to be governed by the RTA signage guidelines.

Commercial pylons for Car dealerships and Hotels require the permission of the RTA/DM and should be considered on a case by case basis

Three classifications of filling station will be given consideration, those stations along highways, arterial roads and collectors.

Due to the variations in both size and speed limit of these three types of road classification, so too will the specs and placement parameters of the filling station signage.

Many filling stations have additional services and products offered from their sites i.e. ATM machines and fast food outlets such a Burger King and KFC. Provisions need to be made to accommodate the inclusion of advertising accordingly.

Figure46-ArterialRoadSignFigure47-CollectorRoadSignFigure48-HighwayRoadSign

Specs and Placement

Freeway

Max. height 25m

Max. width 3m

Max depth 3m

Arterial

Max height 11m

Max width 3m

Max depth 0.8m

Collector

Max height. 8m

Max width 2m

Max depth 0.6m

AccessWhere permanent ladders or access point exist, provision must be made to ensue the structure is not accessible to any unauthorized personal by way of barriers or

the like to comply with health and safety standards

Illumination Adhere to guidelines

Advertising

< 80 % of surface area of total structure can be utilized for advertising. Of that 80 %, 50 % must be used by the petroleum company for self branding and promotion and the remainder can be used to promote other onsite services such as ATM’s or

food outlets

Positioning

Max X m from filling station canopy over the pumps. Taken from the closest point of the canopy to the signage site. Where X =

• Highway 100m

• Arterial 75m

• Collector 40m

Proximity to other Petrol Filling Stations

As per existing regulations governing filling stations

Proximity to other Signage Adhere to guidelines in table 5 (page 44)


Duration Coincide with the existence of the filling station on that site


Illumination Refer to Illumination guidelines table 15 (page 57)

Note:

Petrol Filling Station highway road sign should be outside the clear zone. If within the clear zone the structure will require protection.

94 95

3.31)Freestanding/withinROWorPrivateLands:

Item Guidelines

Size Shall not be higher than 5m

Position

• Assess on a case by case basis.

• Shall be placed at least 80 m away from any other freestanding signage on the same side of the road.

• Shall be placed at least 80 m away from any traffic signals or traffic signage.

• Signage and structure must setback at least 5 m from the edge of the road carriageway.

• Must not obstruct views of drivers.

• Must not obstruct pedestrian movement.

Visual/Design • All elevations of the signage shall be smartly designed and well concealed.

Spacing • > 100m away from any other small format advertising signs.

Material • No material specifications.


3.32)RoofTop/Commercial-3DLetters/OnBuilding:

Item Guidelines

Position

• 3D sign must be fixed safely and meet Dubai Municipality Building dept. requirements.• Clean finishing and hidden structure must be consider in fixing.• Fire distinguisher must be provided at site.• Any needed electrical equipments and transformer shall be safely and well concealed with

screen or landscape to comply with the requirements of DEWA.

3.33)RoofTopAdvertisementsignboard/On-Building:

Figure49-FreestandingwithinROWorPrivateLand

Figure50-Commercial-3DLettersonBuilding

Figure51-RoofTopAdv.SignboardonBuilding

96 97

Item Guidelines

Size

• Total height of the signage shall not exceed 1/3 of the building height or max. 8m.

• Maximum length of 16m.

Position/Standards and Guidelines

• Maximum two boards can be installed on the same building, in Condition of leaving space not less then half of the board length.

• Setback 2 m from each side of building when fixing the board.

• Sign board structure must be well concealed from all sides.

• Sign board must setback at least 1.5 m from the edge of the roof.

• Fire distinguisher must be provided at site.

• Any needed electrical equipments and transformer shall be safely and well con-cealed with screen or landscape to comply with the requirements of DEWA.

3.34)RoofTop/ElectronicSignBoard:

Item Guidelines

Size • Total height of the signage shall not exceed 1/3 of the building height or max. 8m.


• The view must be only static.• The viewing time must be only 10 seconds.• The time to change the view must be only 1 second.• The written text message must be static.• The board must have a static view during the periodic maintenance.• The level of illumination must adjust according to ambient light levels & color con-

sistency.• Maximum one board can be installed on the same building.• Setback 2 m from side.• Sign board structure must be well concealed from all sides.• Sign board must setback at least 1.5 m from the edge of the roof.• Fire distinguisher must be provided at site.• Any needed electrical equipments and transformer shall be safely and well concealed

with screen or landscape to comply with the requirements of DEWA.• Must observe all the traffic safety precautions throughout installation & removal.

3.35)Film/StickeronGlassFacade:

Item Guidelines

Size • Advertising area should not exceed 50% of the building


• Advertisement on glass facade must be smartly designed and placed to reflect excel-lent aesthetic aspect.

• The film/ sticker must not obscure the internal visibility towards the exterior. Stickers shall have a minimum transparency level of 50%.

• Vinyl sticker ( not transparent )on glass is prohibited.Figure52-RoofTop/ElectronicSignBoard

Figure53-Film/StickeronGlassFacade

98 99

3.36)WallBanner-Commercial:

Item Guidelines

Size

• More than one advertisement sign may be placed on walls in condition of malls or centers and to complement with the architectural feature the malls, centers.

• Must not project more than 0.30 m from the wall.


• Advertisement on wall facade must be smartly designed and placed to reflect excel-lent aesthetic aspect, neon illumination are desirable.

• Must complement the architectural feature of the building.

• Must not obscure or block a balcony, or a window, or any opening designed for the purpose of lighting or ventilation.

• More than one advertisement sign board is prohibited on the same building façade.

• Fixing wall banner (sing board) is prohibited with existing roof top sign on same building façade.

3.37)SignageonBuildingWrap:

Item Guidelines


• Must be smartly designed with aesthetic intentions.

• It must carry one advertising in all sides.

• Use only when the building under maintenance or construction.

3.38)FlushWallSignage-ShopFront:

Figure54-WallBannerCommercial

Figure55-SignageonBuildingWrap

Figure56-FlushWallSignageShopFront

100 101

Item Guidelines

Position/Standards and

Guidelines

• Smart design with aesthetic aspects is required for shop signage.

• Only one signage should be placed directly above shop façade.

• The signage must fit within the architectural space provided above the shop window, and should not obscure any window or opening of a mezzanine floor.

• All signage of shops within the same building must have the same height.

• All signage of shops must not project more than 0.30m from the wall.

• Other advertisements on the glass of the shop window must comply with Film/Sticker on Glass requirements, it must not obscure the internal visibility towards the exterior. Stickers shall have a minimum transparency level of 50%.

• Flush wall signage-shop front from balcony or building façade with balconies is prohibited.

3.39)ProjectedWallSignage:

Item Guidelines

Position/Standards and

Guidelines

• Smart design with aesthetic aspects is required for shop signage.

• All signage must have a vertical clearance of minimum 2.5m from the footpath level.

• Signage must fit within and complement the architectural features of the building, and should not obscure any window or opening or balcony.

• When placed on heritage building, it must respect the heritage architectural features of the building.

• Projected Signage from balcony or building façade with balconies is prohibited.

• Any projected or encroached signage from balcony, building façade with balconies or fixed higher than the ground floor of the buildings to draw attention to any commercial services, goods for sale, or any other services available at the premises where the advertisement is being displayed to be prohibited.

3.40)Mobile&TransitAdvertisement:

Bus, Tram and Taxi advertising has become increasing popular and clear guidelines to control and balance the impact of the advertising with the primary utility of providing public transport need to be addressed.

The RTA should regulate the operation and application of signage displays on the Buses, Trams and Taxis by applying some general best practice criteria.

Even in highly restrictive international outdoor advertising markets bus display regulations are relatively relaxed in their application and most encourage innovation through creativity.

These criteria fall into 3 main categories:

1) Display & Copy Regulations.

2) Operational Regulations.

3) Functionality and Animation.

3.40.1) Display Regulations:

Most bus media takes the form of external self adhesive vinyl displays applied to the bus body and windows. These displays are usually packaged into distinct formats and sizes (some of which are described below). These displays are all targeted at other motorists, commuters and pedestrians and have an impact of drivers.

3.40.2 Internally Focused:

In addition to external advertising there are internal displays such as led/lcd screens, sticker applications, floor graphics, radio broadcasts, ticket printed adverts, roof graphics and seat back displays all of which are targeted at the passengers. Key to regulating these type of displays is the balancing the needs of bus users and their safety and privacy with the commercial impact of advertising and its entertainment value.

3.40.3) Policy:

Many international surveys have been undertaken and the minority groups who find bus adverts intrusive have a powerful voice. Many commuters who were asked whether they would rather pay a higher fare and not have advertising support for no advertising lessons. In much the same way as inconsiderate mobile phone users have an impact on commuters, loud broadcasts of TV or advertising can affect passenger amenity.

On the reverse side many commuters welcome the entertainment provided by advertising and recognize the commercial necessity of it. To balance these competing and conflicting interests requires guidelines that remain dynamic and allow the bus advertising operator to tailor their medium and formats according to route and passenger profiles. For example long commuting periods due to distant travel destinations or traffic congestion are often boring and internal display formats that provide content as well as advertising might be welcomed by passengers.

Short city based trips where passenger shop on and off and want to concentrate on their travel plans may be better suited to singular advertising and simple displays. Ultimately advertisers will tailor their messages and formats to best suit the needs and we believe that the guidelines should be flexible to allow this and therefore should not be overly prescriptive or restrictive.

3.40.4) External Guidelines: The sticker applications and sideboard (bus body) advertising should be well applied and visually

appealing. Often public transport bodies regulate the amount or ‘coverage’ of sticker display and sometime regulate full wraps. We do not believe that this type of regulation is necessary however key areas of control should apply to tail and front advertising. Particularly tail advertising we believe that sufficient separation from the advertising display and the bus stop/indicator lights so as to ensure that drivers behind the bus are not distracted. Nor should the destination or route display be obscured.

Innovation and creativity should be encouraged and promoted and this will positively benefit all stakeholders of a successful program.

Figure57-ProjectedWallSignage

102 103

3.40.5) Operational Guidelines: Bus Shelters advertising is covered by the operating contract and major concession protection policy

but specific limitations for advertising include the display of stickers on the glass panel.

No cut outs above 20% of m2 and above 20% of the height of display panel

Advertisers are allowed 80 cm maximum high strip at the top of the glass

20%

20%

THE MOST EFFECTIVE OUT DOOR MEDIA AT EYE LEVEL

1 2 3 4 5

Much of the focus of these types of guidelines relate to the operation of the buses and the impact that signage applications may have on passenger safety or driver operation. What needs to be clearly defined is the areas on the external and internal surfaces that require access, ietechnicians, repairs, safety systems etc. For example emergency exits, radiator covers, driver access doors, public address systems, etc. This varies by bus type and format. There are currently 18 bus types so each type will need a user operation manual and acceptable application. Taxi example below represents a nice way of outlining clearly the acceptable layouts.

3.40.6) Advertising Opportunities:

Bus Back Panel:

BusBacks panels provide head on exposure for motorists.

Twin panel:

Twin panels are ideal for creative flexibility and multi-messaging.

Side panel:

Side panels offer street level exposure.

Showcase Side Panel:

Showcases target consumers with their larger than life “shop-front” style creative space.

Interiors:

Interiors speak directly to a captive audience who have ample time to read and absorb messages.

Full Backs:

Fullbacks command attention and target motorists and pedestrians alike.

Figure58-TypicalBusStop

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Portrait:

Portraits are the ultimate way to achieve maximum reach with a heavy-weight combination of sides and rears.

Full Wrap:

Full wraps provide exceptional exposure with the entire tram or bus becoming a 3D creative opportunity.

Other opportunities include:

• LED side panel/Digital adds. • LED inside bus. • Ticket advertising.

3.40.7) Taxis:

To preserve the professionalism and aesthetics of taxi signage in Dubai the following guidelines apply to the outside of the vehicle:

• Taxi’s may only utilise the space as indicated in the diagram. • Below the red line in the rear view. • Below the red line in the side view. • No roof mounted or hub-cap advertising is permitted. • No advertising should be visible in the front view in order to preserve a standard look across taxi

companies. • No red coloring is permissible in the rear view adjacent to the brake lights for traffic safety reasons.

Rear view

Front view

Side view

3.40.8) General Responsibilities:

It is the responsibility of the operators to ensure that they comply with the terms and conditions for displaying advertisements on public service vehicles and trains.

Operators are required to comply with the cap on the number of buses and taxis featuring full-body advertisements.

The terms and conditions stated are by no means exhaustive.

3.40.9) Technical & Safety Considerations:

The operators are responsible to thoroughly evaluate the technical feasibility of the materials to be used with respect to engineering and operation safety.

For buses, perforated sticker materials (vinyl sheets) that allow at least 40% see through can be used at the side and rear glass panel windows. These stickers should be protected by optically clear over laminate against dirt, dust and rain water so as to maintain their visibility. No stickers shall be allowed on the front windscreen and the driver’s windows.

For taxis, perforated stickers can be pasted at the rear side passenger windows. The stickers must not be the reflective type and are able to meet the 25% light transmittance requirement.

When perforated stickers are applied at the side windows of buses, not more than 50% of the glass panel surface shall be covered (on each side). The advertisements pasted on the glass panels of buses must not block commuters’ view and commuters must be able to see what is outside the bus day and night. At the rear glass panel, full coverage can be allowed provided all the number plates, signs and mandatory information display (eg. speed limit sign) are not concealed.

Advertisements with technical innovations and added fixtures must still be approved by RTA to ensure that these are not public hazards. Heavy advertisement fixtures (e.g. mockup of a washing machine weighing 9kg) have to be thoroughly checked to ensure that the object is held securely, especially in the event of severe impact, like in a collision. Also, advertisement gimmicks such as non-static lighting shall not be used as they cause distractions to other drivers.

In-vehicle advertisements shall not obscure the location of the emergency door on buses and trains.

The front of buses shall be free of advertisements for ease of recognition and the company logo may be kept next to the service number plate at the entrance.

Full-body painted taxis are allowed to have advertisements on the rooftop panel, all fenders, doors and boot cover. However, front bonnet shall be free of advertisement and the taxi company’s logo must be clearly seen on the front bonnet and sides (eg. on the back portion).

The advertisement medium shall not compromise engineering and operational safety, and it is the responsibility of the operator to ensure this. If in doubt, the RTA should be consulted for specific approval.

3.40.10) Advertising Agents:

The agent and the operators shall be responsible for ensuring that the advertisements adhere with RTA and DM guidelines. Advertisements shall also comply with the guidelines in the UAE Code of Advertising Practice by the Advertising Standard Authority of the UAE.

It is the responsibility of the operators and associations to ensure that their advertising agents fully understand RTA’s prerogative to revoke any approval granted or make changes to the guidelines, as it deems fit. RTA shall not be held liable for loss of revenue of operators, associations and the advertising agent for any consequences arising from RTA’s actions whatsoever.

3.40.11) Intervention, Revisions and Liability:

RTA will intervene if operators flout the guidelines, terms and conditions for advertisements. Operators are required to remove advertisements that are deemed inappropriately placed and those that are faded or show signs of ageing, etc. Depending on prevailing circumstances, RTA may revise or amend the guidelines or issue new directives for compliance as it deems fit without any liability to any party on cost incurred or revenue forgone by any party. In the event that operators are required to remove the advertisements from the vehicles and trains, RTA shall not be liable for claims of compensation from any party whatsoever.

3.40.12) Inspection, Submission of Information and Penalties:

RTA reserves the right to require the buses and taxis to be subject to inspections and checks by RTA or its agent and to demand that records be submitted for checking.

Figure59-TaxiAdvertising

106 107

Section 4:Safety, Guidelines, Maintenance and Access

4.1 Purpose 1084.2 Health and Safety Requirements 1084.3 Maintenance & Access 110

108 109

4.1)Purpose:

To ensure that construction, maintenance and other operations within the RTA right-of-way is performed in a manner which protects the public, contractor and workers, and property.

4.2)HealthandSafetyRequirements:

The requirements of the following Act and code of practice must be complied with at all times:

• Dubai Municipality: Health and safety Act - Aug 2008.

• Dubai Municipality: Code of Construction Safety Practice.

• Dubai Municipality: Electrical and Water Authority Codes of Practice and Guidelines.

The following paragraphs expand on the above requirements and a few additional requirements are added in view of the fact that signage involves work being carried out in the Right of Way.

4.1.1.1) General Requirementst:

4.1.1.1.1 Contractors are responsible for ensuring as far as reasonably practicable that any work undertaken will not constitute a hazard or risk to the health and safety to the public, RTA workers, his employees or others.

4.1.1.1.2 Contractor will be expected to have made arrangements within their companies for obtaining any professional health and safety advice and assistance necessary to ensure that the work complies with all the relevant statutory provision and obligations.

4.1.1.1.3 The contractor’s staff should wear reflective jackets as well as safety shoes while working on site after sunset and when working on or adjacent to public right of way.

4.1.1.1.4 All waste material arising from the work will be cleared by contractor on a daily basis to disposal points approved by RTA Authorities.

4.1.1.1.5 Care shall be taken to avoid inconvenience to the public, traffic and the environment.

4.1.1.2) Construction Equipment Requirements:

4.1.1.2.1 The contractor will ensure any scaffolding used is erected by competent persons in strict compliance with the relevant statutory provision, codes of practice, health and safety guidance notes and manufacturer’s erection instructions.

4.1.1.2.2 Shoring shall be of adequate strength and suitable to support of the sides of the excavation to prevent collapse.

4.1.1.2.3 All prime movers, transmission machinery and dangerous parts of any machinery shall be properly guarded. The work equipment regulations shall be strictly followed.

4.1.1.2.4 Secure storage, transport and use of fuel and compressed gas cylinders will be achieved by strictly complying with manufacturer’s recommendations.

4.1.1.2.5 Vehicles owned by contractor or their employees must be parked only in areas defined/permitted by employer or in offsite, paid parking areas.

4.1.1.3) Technical Requirements for Electrical Works:

4.1.1.3.1 The contractor shall adhere to all current DEWA regulations.

4.1.1.3.2 Only equipment which complies fully with the applicable regulations will be permitted.

4.1.1.3.3 All light fixture/wiring etc. shall be weather proof/splash proof type to withstand wet conditions.

4.1.1.3.4 All DB enclosure and component to be IP 55.DBS/feeder pillar installed and shall be located in a safe place and properly supported and protected.

4.1.1.4) Access and Utilities:

4.1.1.4.1 The location of underground electrical cables, water pipes, drains etc. shall be determined prior to any excavation work carried out by contractor. The use of cable and pipeline detection or other suitable equipment should be used where necessary to determine location.

4.1.1.4.2 Contractor will ensure that they have assessed work activities involving the use of electricity so that all foreseeable risk can be identified and adequate precautions are taken to minimize the risk to workmen.

4.1.1.5) Documents and Approvals:

4.1.1.5.1 All application documents shall be stamped and signed by an authorized person, including a cover letter addressed to the Road Structures & Facilities Maintenance Section of RTA.

4.1.1.5.2 The contractor should produce the approval from the Advertisement Section with the application for a No Objection Certificate (NOC).

4.1.1.5.3 The following additional details shall be submitted with the application:

4.1.1.5.4 Workshop drawing including sections details showing the method of fixing the fixtures/boards.

4.1.1.5.5 Method statement of reinstatement/repairing after removal of the advertisement boards/decoration lights.

4.1.1.5.6 The design life of the structures.

4.1.1.6) Specific Construction Requirements:

4.1.1.6.1 Unless approved by the RTA Engineer, no hammering, drilling etc. shall be performed on the existing public infrastructure to fix the advertisement boards.

4.1.1.6.2 The contractor shall repair/replace any damage caused during construction of the fitting, accessories or any other components to public infrastructure at his own cost. However, RTA has the right to stop the contractor and appoint another at the contractor’s expense.

4.1.1.6.3 The contractor has to ensure that fixtures do not conceal any traffic information signs already fixed onto the structure. Visibility of the existing signs also shall not be impaired.

4.1.1.6.4 The contractor shall not remove, shift or alter any existing traffic information signs fixed on the structures, unless otherwise approved by the RTA Engineer in advance.

4.1.1.6.5 Permission from the RTA Engineer and Traffic police shall be obtained prior to implementing any traffic diversion or use of a ladder or crane for installation of fixtures. A traffic control plan shall be submitted by the contractor and approved prior to any lane closures.

4.1.1.6.6 All materials for the work shall be approved by the RTA Engineer to ensure they will not have negative effects on any public infrastructure or the environment. Test results or documentation from the manufacturer stating the materials (i.e. chemical properties, mass, strength, composition etc.) will not negatively impact the environment and general health of the public, shall be submitted.

4.1.1.6.7 The contractor shall not stack the material on or around the premises of the structures. All materials should be stored in designated approved areas.

4.1.1.6.8 The site shall be cleaned properly after the end of each day’s work.

4.1.1.6.9 Unless otherwise authorized, advertisement board brackets shall be made of aluminum or hot-dipped galvanized steel or stainless steel and approved by RTA engineer prior to installation.

4.1.1.6.10 A rubber sleeve should be installed in places where brackets are used to avoid marking the supporting public infrastructure.

4.1.1.7) Enforcement/Responsibilities:

4.1.1.7.1 The contractor agrees that within 24 hours of contract expiration, all advertisement fixtures, banners, electrical components pins, stickers, and bolts etc. will be removed from the structure in accordance with RTA standard specification. Penalties will be applied for each day or part thereof where the fixtures are not removed, unless an extension of time has been granted.

110 111

4.1.1.7.2 RTA has the right to complete the removal of the signs through a third party at the contractor’s expense if the fixtures are not completely removed within the specified time.

4.1.1.7.3 RTA has the right to appoint a third party to clean or remove materials from the site at the contractor’s expense if the site is not cleaned properly after the end of each day’s work.

4.1.1.7.4 Noncompliance with the above may lead to rejection of work or termination of contract and/or penalties.

4.1.1.8) Operational Guidelines

The following guidelines cover some of the typical areas which are encountered in the installation and maintenance of elevated signage.

4.1.1.8.1 Barricades: Whenever possible work should be conducted behind a permanent, substantial barricade. When a barricade is not available, traffic cones and possibly traffic control personnel should be included in the work plan to ensure a safe work site. Where any traffic lane closure is required, a traffic control plan must be prepared by the contractor and approved by the RTA prior to the work being initiated.

4.1.1.8.2 Safety Harnesses: Full body safety harnesses should be worn anytime the work zone is more than 2 meters above the ground level. Harnesses are to be secured by a rope or cable designed for that purpose, and attached to the structure in an approved manner.

4.1.1.8.3 Power Lines: Work adjacent to or below power lines present a work hazard area. No work should be done within 3 meters of a live power line. The work area should always be surveyed for the presence of power lines prior to commencement of work.

4.1.1.8.4 Care of Equipment: Any mechanical equipment utilized for providing access to signage shall be kept in good operational condition. Scheduled maintenance shall always be performed on this equipment. If a piece of equipment is not functioning properly, it must be taken out of service until proper repairs and maintenance is completed.

4.1.1.8.5 Ladders: Ladders must be kept in good working order. Any missing rungs shall be replaced prior to use of the ladder. The ladder length should be sufficient to reach the desired height at a 1:4 ladder slope. The base of the ladder must rest on a level, firm surface. The ladder height should be sufficient to allow reaching all required areas without standing on the top 2 ladder rungs. At all times a worker should be able to have three body contact points with the ladder. Warning cones shall be placed at the base of the ladder, and the top of the ladder shall be secured to the sign structure before the work on the sign begins.

4.1.1.8.6 Lifting Equipment: Boom trucks, scissor lifts, self propelled booms and travel towers are all frequently used to gain access to signs. These are to be operated only by properly trained personnel. Harnesses should be used by personnel in the baskets of boom trucks, self propelled booms and travel towers. Cones shall be placed at each corner of the equipment.

4.1.1.8.7 Natural hazards: Wind, rain and lightening all present potential risks to personnel working on signs. Wind can adversely affect balance and steadiness when in an elevated location. Rain can make surfaces slippery. Lightning can strike workmen when in or near to metal signage. Work shall stop immediately whenever lightning is observed.

4.1.1.8.8 Working over public areas: Any work above areas where the public normally may enter during the time the work is being performed must be secured so temporarily the public does not enter this area.

4.3)Maintenance&Access:

All signs must be designed in such a way as to facilitate access with a 2.4 m step ladder in order to inspect and maintain the sign or replace the advertisement. Large format signs shall have permanent ladder rungs on the pole structure located no higher than 3 meters above the ground.

Signs shall be inspected at least weekly, and any damage to the sign material or supports shall be corrected immediately.

All sign installation and maintenance shall require that a traffic control plan be developed by the contractor and approved by the RTA& or DM prior to any work being done on a sign if a lane closure is required. All terms of the approved plan shall be complied with. Where a lane closure is not required but sign personnel must work adjacent to the pavement section where a barrier wall is not present, a temporary traffic warning signs shall be in located prior to the sign location and a traffic control person shall warn motorists of this work activity.

Large format signs located to the side of the pavement section shall be provided with a permanent access roadway if needed for maintenance access. Where installation, maintenance and replacement of advertising require access at the sign along the bottom edge of the sign area, a permanent walkway located at the base of the sign shall be installed. Fall prevention attachments on the sign shall be included on all large format sign structures.

Have the implementing agencies for the work related to installation or removal of advertising signs on the property must abide by the instructions listed below:

4.1.1.8.9 Follow all safety instructions to preserve the lives at the public and property in the road without causing any inconvenience to road users or cause damage to public property as listed above in Sections 4. & 4.2 on this guideline).

4.1.1.8.10 Obtain a certificate through e-government RTA in coordination with the competent authorities (Traffic Department, Department of Roads and Structures, Maintenance Facilities, before starting the installation of income generating billboards on the property.

4.1.1.8.11 Advertising boards should be placed in accordance with the guidelines as prescribed in Sections 1, 2 and 3 of this guideline.

4.1.1.8.12 Submission of all applications for the installation of billboards on the property to should be made to the road maintenance section. All installations should be done in accordance with the Department of RTA Commercial and Investment in on the technical details. The submission should be accompanied by a letter or a copy of awarding a tender issued by the Department of Contracts and Procurement, a list of sites of implementation and a comprehensive method of installation.

4.1.1.8.13 Identify the manufacturer and the company executing the electrical work of the billboards and a copy of the comprehensive annual maintenance contract. Date of installation shall be mentioned and shall be noticed clearly by the inspectors.

4.1.1.8.14 Advertising Signs should not be placed in such a way that they obscure sight distance, especially at the entrances and exits to roads and intersections.

4.1.1.8.15 Advertising Signs should not be installed in such a way that would obscure test or numbers that have been installed on the columns or sign posts.

4.1.1.8.16 Advertising Signs should not use the same electrical connection to illuminate the boards from a power connection feeds a traffic sign.

4.1.1.8.17 The advertising company must carry out follow-up and periodic maintenance for the duration of the granted permit.

4.1.1.8.18 The advertising operator gives full commitment to the immediate removal of any advertising sign if proved to be in an inappropriate location or does not meet technical specifications at the time of installation.

4.1.1.8.19 Companies are to remove all advertising signs at their own expense after the end of the contractual period. Failure to do so is could entitle the executing agency to charge the expired operator for the work plus.

4.1.1.8.20 The Roads and Transport Authority are entitled to modify the terms of the installation of billboards on the property with the renewal NOC.

4.1.1.8.21 In the event of any loss or damage to public property or any element of the road, the operator will be charged cost to repair the damage caused plus 25% of the value of costs expensed (administrative and supervisory).

4.1.1.8.22 Is incumbent upon the advertising company to obtain certificates from the Maintenance Department for the maintenance of signs/ facilities at the end of the contractual period.

4.1.1.8.23 The RTA has the right to cut power to the advertising boards in the event of the operator not paying for the annual value of electricity.

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Second, the requirements for the installation of billboards on the property:

1) Terms of target funds for the manufacturer of the billboards:

1.1) Only an approved and licensed to will be allowed to manufacture commercial advertising sign.

1.2) The manufacturer should have prior experience in the manufacture of advertising signs.

1.3) Provide an inspection certificate from the laboratory accredited by the Dubai Central Laboratory.

2) Terms of executing funds for the installation ofadvertising signs:

2.1) Be authorized to engage in the implementation of the funds for the installation of advertising signs.

2.2) Advertising companies should have appropriate expertise in the field of the implementation of the installation of advertising signs.

2.3) The electrical installer should be certified by the RTA to conduct the work of electrical wiring.

2.4) Installer to provide a letter of assignment for the implementation of the advertising signs by the beneficiary statement declarations.

2.5) Provide a copy of the annual maintenance contract which should include the implementation and maintenance of advertising signs.

3) Specifications for the Billboard Advertisement Signs:

3.1) The installation of a double box lamppost signs is not permitted, only the single box ‘sandwich’ style, illuminated from both sides, are permitted. The weight of the billboard fixed to the lamppost should comply with the load bearing capacity of the lamppost, keeping in mind different lamppost sizes and specifications throughout Dubai.

3.2) The size of the billboards is determined by the electricity capacity of bridges and tunnels, according to each site separately. Note that the sizes and specifications for billboards are different fr†om one bridge to another.

Third, conditions and specifications for the installation of billboards on the road lighting columns:

All parties winning permits for installation of billboards/companies executing for installation on the lampposts need prior coordination with the Department of Maintenance (Street lighting Section) of road maintenance and facilities before you start the installation process as well as taking into account the following:

1) Companies involved with the construction/maintenance of billboards are responsible to prevent any damages to the lamppost as a result of installing or removing billboards for maintenance purposes.

2) Material used for the billboards will be aluminum and will be provided with an electrical capacitor, as well as an electrical plan to indicate the electrical loads.

3) All lamppost advertising signs should be installed using galvanized metal (Galvanized Holding Brackets) with a rubber gasket between the column and the bracket.

4) The electricity should be connected, using a 6 amp fuse, to the electricity board inside the lamppost.

5) To connect the electricity supply for the billboard, a 11mmØ hole needs to be drilled in the lamppost. The hole will be painted with galvanized paint and ‘framed’.

6) The hole height will be decided in the field by the maintenance engineer from the Maintenance Department of the RTA.

7) A mock-up (sample) of all works has to be done in the field in front of the maintenance engineer.

8) You must remove the billboards within 12 hours from the time of notification to remove in order to conduct maintenance work to lighting columns with excessive movement. In case of non-responds within the specified time, the RTA will remove the billboard and charge the advertising agency all costs associated with the removal as well as a fine plus 25% of the costs to cover administrative and supervision costs.

9) You must not use more than 80% of the electricity capacity that feeds the lamppost. You also have to specify the electricity capacity required to feed the billboard for each case.

10) The maximum power consumption allowed for each billboard in a certain street is determined by the power supply for the lighting in that street.

11) All work performed must meet the standard specifications of the Roads and Transport Authority and Dubai Electricity and Water and special electrical connections.

12) Advertising companies are to ensure that commercial advertising signs sites are in good working conditions on a daily basis.

13) Advertising companies are to bear the costs of repair from defects resulting from the installation on ornamental street lighting services in addition of 25% as supervision and administrative cost.

14) No wiring should be left exposed during or after installation which could cause harm to road users.

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APPENDIX

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Flag Sign:

Flag Sign means a Sign made of cloth or similar material displayed in such a manner as to be illegible in wind-less conditions, but does not include national or municipal flags.

Flat Sign:

Flat Sign means a Sign which is affixed to, or painted directly onto, a building or item of Street Furniture and which does not project more than 250 mm in front of the surface of such wall of such building.

Freestanding Sign:

Freestanding Sign means a Sign which is not attached to a building or structure

Freestanding Signage:

Freestanding signage means an advertisement sign that is displayed on a structure that is detached from any building and mounted on the ground or on one or more poles or supports.

Graphic:

Graphic includes, but is not limited to, any component of an Advertisement which contributes to the visual appearance of that Advertisement; including its background

Height of a Sign:

Height of a Sign shall be calculated by measuring the vertical distance between the uppermost and lowest parts of the Sign Structure

Internally Illuminated Sign:

Internally Illuminated Sign means a Sign which has an artificial light source which is fully or partially enclosed within the structure of the Sign and in which the light source is either directly visible (for example in neon and electric signs) or indirectly visible through an opaque or transparent Advertisement area ( for example in backlit Signs).

Movable Sign:

Movable Sign means a Sign which is capable of being moved easily and which has a Total Advertisement Area that is larger than 0, 6 m², and includes a Transit Sign.

Overall Height:

Overall Height, in relation to a Sign, means the measured vertical distance between the uppermost edge of the Sign and the finished level of the ground, immediately below the centre point of the Sign

Projected Sign:

Projected Sign means a Sign which is displayed by means of a laser projector, video projector, or other similar apparatus.

Public Road:

Public Road means any road under the authority of the RTA.

Right of Way or ROW:

Right of Way or ROW means the area contained within the statutory width of a road, and includes roadways, shoulders and sidewalks and the airspace above such roadways, shoulders and sidewalks and all other areas within the road reserve boundary.

Roadway:

Roadway means that portion of a road, street or thoroughfare improved, constructed or intended for vehicular traffic.

Service Station Facility Sign:

Service Station Facility Sign means a Freestanding Sign displayed at petrol filling stations.

Sign:

Sign means a display containing text, logos, figures, representations, etc. It can be on poster, billboard, or painted or freestanding letters, etc; and displayed on building, structure, or vessel.

Advertise / Advertising:

Advertise and Advertising have a corresponding meaning.

Advertising Display Area:

Advertising Display Area means billboard, poster, or any area of an advertisement and may includes any borders of advertising structure, but does not include structural poles, safety devices, platforms or lighting devices associated with advertisements or advertising structures.

Approval:

Approval means written approval by the RTA or DM, and “Approved” has a corresponding meaning.

Areas of Control:

Areas of Control means those areas restricted by RTA regulations.

Building Name Sign:

Building Name Sign means a sign that identifies or names a building, and that may include the name of the building or one business, the street number of a building, a logo or other symbol that identifies the business, but that does not include general advertising of products, goods or services or telephone number.

Building Wrap Advertisement:

Building Wrap Advertisement means an advertisement used in association with the covering or temporarily wrap-ping of:

• a building, or

• a building that is under construction, renovation, restoration or demolition, but does not include a wall adver-tisement.

Business Name Sign:

Business Name Sign means a sign that indicates:

1) the name of the business owner, and/or the business carried on at the premises or place at which the sign is displayed, and

2) that may include the address of the premises or place and a logo or other symbol that identifies the busi-ness excluding any phone number, and

3) it must be only displayed on premises or shop that is directly accessed from the street or ROW.

Composite Sign:

Composite Sign means a single freestanding structure which consists of more than one Sign.

Construction Fence Sign or Construction Hording Sign:

Construction Fence Sign or Construction Hording Sign means a sign on a construction site hoarding, scaffold-ing, or scaffold mesh screen,

Custom-made Sign:

Custom-made Sign means a Sign, the design or construction of which is, in some way unique

Display / Displayed / Displaying:

Display includes erect, project, affix, place, exhibit or show, and displayed and displaying have a corresponding meaning

Electronic Sign:

Electronic Sign means a Sign, the display of which is controlled or manipulated electronically, and includes projected or displayed slides, videos, laser images or animated graphics.

Environmental Assessment:

Environmental Assessment means an environmental impact assessment carried out by an appropriately qual-ified independent person.

AppendixA-Glossary:

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Signalized Traffic Intersection:

Signalized traffic intersection means an intersection controlled by traffic signals.

Street Furniture:

Street Furniture means public facilities and structures which are not intended primarily for advertising and includes but is not limited to seating benches, planters, bins, pole mounted bins, bus shelters, poster pillars, drinking fountains, traffic signal controllers, and electricity boxes, but excludes road traffic Signs, traffic sig-nals, street lights or any other road-related structures.

Temporary Sign:

Temporary Sign means a Sign which is displayed, or proposed to be displayed, for shorter duration periods, and is not intended to remain permanently. These signs are often associated with development areas and construction sites.

Third Party Advertising / Third Party Sign:

Third Party Advertising means the advertising of anything which is not produced, procured, sold, delivered, performed or provided from the premises on which, or within 5 metres of which, the Advertisement is dis-played, and Third Party Sign has a corresponding meaning.

Total Advertisement Area:

Total Advertisement Area means the portion or area of a Sign which is directly utilized in the display of an Advertisement, as opposed to the structural support.

Traffic Assessment:

Traffic Assessment means a study investigating the impact that a Sign may or will have on vehicle/pedes-trian/cyclist safety and traffic operations.

Transit Sign:

Transit Sign means a Sign mounted, drawn by or affixed onto a motor vehicle, boat, vessel, trailer or container, which is primarily used for Advertising rather than conveyance.

Zone:

Zone means a land use zone as set out in the relevant City of Dubai zoning schemes or Regulations as amend-ed from time to time and applicable to any property on which a Sign is displayed or intended to be displayed and “zoned” and “zoning” have a corresponding meaning.

Advertisement:

Advertisement means outdoor sign that promotes commercial goods and services, business and building names, events, or public announcement.

Advertising Hoarding:

Advertising hoarding means a screen, fence, wall or other structure in a fixed position to be used, or intended to be used, for the purpose of posting, displaying or exhibiting any advertisement. This could also mean construction fence.

Advertising Sign:

Advertising sign means any advertisement or object, structure or device which is in itself an advertisement or which is used to display an advertisement, in view of any street or public place.

Advertising Structure:

Advertising structure means any physical structure built to display advertising.

Aerial:

Aerial sign means any sign attached to a kite, balloon, or similar dirigible device whereby it is suspended in the air over any part of the area.

Affix:

Affix means to firmly secure, which includes to paint onto and “affixed” shall have a corresponding meaning.

Animated Advertising:

Animated Advertising means a process whereby an advertisement’s visibility or message is enhanced by means of moving units, flashing lights or similar devices.

Animation:

Animation means moving units or pictures, flashing lights, and other non-stationery devices which are used to gain added attention and awareness.

Arcade:

Arcade means a covered pedestrian thoroughfare not vested in the RTA, whether or not located at ground level passing wholly or partly through a building and to which the public normally has regular and unre-stricted access.

Awning:

Awning means a structure which is usually projected from a shop or building covering the footpath, and usu-ally have a minimum vertical clearance of 2.40 m above the footpath and setback a minimum 0.60 m from the carriageway.

Backlight Units:

Backlight units (backlit) means advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy duty paper for a higher visibility effect and extended night viewing.

Billboard:

Billboard means a large free-standing structure used or intended to be used for the purpose of posting, dis-playing or exhibiting any advertisement.

Carriageway:

Carriageway means the paved part of the ROW. It include the travel way and shoulders, and dedicated for vehicles movement.

Commercial Advertising:

Commercial Advertising means any words, letters, logos, figures, symbols, pictures relating to the name of a business, a trade, a partnership or an individual or any information, recommendation or exhortation in re-spect of any particular goods manufactured or sold or any particular services rendered or offered.

Copy:

Copy (Artwork) means the complete advertising message to be displayed.

Cut-outs / Embellishments / Add-ons:

Cut-outs / embellishments / add-ons means letters, packages, figures or mechanical devices attached to the face of an outdoor sign which extend beyond the rectangular area for greater attention value. (Can provide a three dimensional effect).

Depth of a Sign:

Depth of a sign means the vertical distance between the uppermost and lowest edges of the sign.

Digital Display:

Digital Display means a digital or analogue sign which can display permanent images, changing images or animations by means of electronic technologies such as LCD, LED and/or Plasma screens.

Directional Sign:

Directional sign means a sign limited to directional messages, principally for pedestrian or vehicular traffic, but not used for advertising.

Display Period:

Display period means the exposure time during which the individual advertising message is on display.

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DM:

DM means Dubai Municipality

First Party Advertising:

First Party Advertising means the Advertising of anything which is produced, procured, sold, delivered, per-formed or provided from the premises on which, or within 5 metres of which, the Advertisement is displayed; and First Party Sign has a corresponding meaning.

Flashing Lights:

Flashing Lights means a rapidly turning on and off lights to create an image or enhance an advertisement.

Flashing Sign:

Flashing sign means a symbol figure message or illustration intermittently appears and/or disappears and or illuminated with varying colour and or intensity

Hoarding Advertisement:

Hoarding advertisement means advertisement used in association with temporarily screening a construction site or vacant site.

NOC:

NOC means Non Objection Certificate.

Illuminated Sign:

Illuminated Sign means an illuminated sign refers to any sign illuminated by an artificial source. Illuminated signs include variable message signs, video and/or animated signs and any conventional billboard illumi-nated by fluorescent and/or incandescent bulbs including illuminated tubes arranged as an advertisement.

Illuminated:

Illuminated means the installation of electrical equipment on an outdoor structure for illumination of the copy message at night.

Inflatable Sign:

Inflatable Sign means any Sign which is displayed, displayed or maintained by means of air or gas.

Mechanically Operated:

Mechanically Operated means sign A sign that can move or change its message mechanically

Megacom Sign:

Megacom sign means a unipole sign 4m wide x 3m high only

Mupi Sign:

Mupi sign means freestanding portrait unit, typical size 1.8m high x 1.2m wide. This is an acronym from the French definition - “mobiliersurbains pour l’information.”

Perimeter of an Intersection:

Perimeter of an intersection means the perimeter of an area prolongation of the road reserve lines of two or more public roads that join one another at any angle whether or not one public road crosses the other.

Poster:

Poster means an advertisement area on soft surface (such as paper, plastic, cloth, etc).

Prohibited Area:

Prohibited Area means an area or route designated as such by the RTA. This may consist of man-made or natural features and creating a strong sense of arrival or departure and which is consistent with the Emirates planning and/or development framework plans or policy.

Projecting Sign:

Projecting Sign means a Sign which is affixed to any physical infrastructure, that extends more than 250mm beyond the vertical or horizontal edges of that infrastructure.

Rooftop:

Rooftop sign means any sign erected or placed on or above any roof, parapet wall or the eaves of a building, but does not include a sign painted on a roof of a building.

Rotating Sign:

Rotating sign means a sign, which rotates about any axis.

ROW:

ROW (Right of way) means land that is reserved for public road corridor including the road carriageway, foot-path, and any associated landscaped or open land within the corridor. All ROWs of public roads are managed by the RTA.

RTA:

RTA is an acronym for the Road Transport Authority, for Dubai

Signage:

Signage means outdoor advertisement signs to which this policy applies including any related structure and associated necessary mechanical and electrical equipments. It is usually displayed on the exterior of the premises, or placed within the site of the premises, or within right of way of public and private roads; or on vessels; but does not include traffic signage or roads names.

Spectacular:

Spectacular (an industry term) means a giant, modern, illuminated advertising billboard.

Tri-Vision:

Tri-vision means a display embellishment, which, through use of a triangular louver construction, permits the display of three different copy messages in a predetermined sequence.

Vertical Clearance:

Vertical clearance means the height measured between the lower edge of advertisement display and the footpath or carriageway level as the case may be.

Vessel:

Vessel means motorized or non motorized vehicle, boat and any water transport vessel, aircraft, or balloon.

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AppendixB-NoSignageZones: AppendixC-DigitalZones:

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AppendixD-NationalFlagPolicy:

Approval Process for the granting of permits for the installation of National or Official Flags on RTA ROW.

General conditions:

1) Flags cannot cover any existing paintings, flags and traffic lights or billboards.

2) Flags may not to obscure the vision of drivers and not located near pedestrian crossing and the entrance and exit roads.

3) Flags cannot impede upon security and safety. Minimum 2m distance from the edge of the pavement and they should not obstruct pedestrian traffic.

4) All applicants must obtain a NOC from other government agencies related to the work before you start digging and installation.

5) The RTA can request removal of the flags within 48 hours if they receive any complaints.

AppendixE-AdvertisingonTowedAdv.Vehicles:

Standards & Regulations for Advertising on Towed Vehicles.

No advertisement is permitted on the exterior of the vehicle unless it comply to conditions listed below and a permit is issued by the RTA Traffic Services Department:

a) Advertising display units must be securely attached to the vehicle and be free of sharp edges and projections. The display units shall not obscure vehicle lighting equipment or restrict the driver’s field of view.

b) The use of highly reflective (including retro-reflective) material in the advertising display is not permitted, nor is predominantly green or red displays that could be mistaken for traffic signals.

c) Flashing lights must not be used to illuminate the advertising display

d) Maximum height of the vehicle and the advertisement shall be 3.5m.

e) Only adhesive materials (stickers) or painting materials (waterproof ) are allowed to be used.

f ) The license holder shall immediately remove or amend any advertisement if RTA requests that this be done.

g) Advertisement shall not exceed the boundaries of the vehicle.

h) No advertisement shall be utilized making the appearance (color, form, etc) of the unit similar to any official traffic cars (police, fire, and other governmental units).

i) Any advertisements must be below window level except in the front and rear windscreens.

j) Road regulations issued by all relevant authorities and RTA departments shall be adhered to.

k) Advertising vehicles must not travel or park in groups (only one vehicle).

l) Where an advertisement is permitted by the Authority, the owner of the vehicle shall ensure that the advertisement is maintained in good condition, Failure to do so may result in the Authority refusing to renew the vehicle license until such time as the Advertisement is restored to an acceptable condition or the vehicle is restored to its pre-advertisement state.

m) Vehicles are not allowed to move during the day and only allowed to travel between specified locations mentioned in the issued permit on the streets of Dubai during the following period (12:30 a.m. -5:00 a.m.)

n) Vehicles must not travel on roads where the speed limit is > 80 km/hour.

o) Vehicle must not use Road shoulders for parking or display, as well as Public transport and Taxi parking or any parking specified for other uses.

w) No more than one advertisement shall be permitted in each side of the towed Adv. vehicle.

Moreover in cases of advertising towed cars the advertisement company should submit letter of undertaking that they will comply with the following additional conditions:

1) Advertising Towed cars should only be displayed in specified & approved parking.

2) The towing and towed car should only travel in one unit on Dubai streets & roads and should not travel in groups.

Figure60-Adv.Vehicles

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AppendixF-MajorConcessionProtection&SupportPolicy(MCPB):

It is recognized within the RTA Management that major concessions should be protected from commercial dilution of value by limiting competing media proximate to the main concessions target audience.

This is most effectively managed via the GIS system and the implementation of a Major Concession Protection Buffer (MCPB).

It is recommended that the Commercial and Investment Advertising Section manage this via the Transit Concession Manager and the implementation of contract related buffers by format and by concession type.

For example: The bus shelter concession contract signed between the RTA and the Concessionaire directs and agrees that no competitive advertising signage will be located /allowed within 25 lineal metres before or after a bus shelter installed and displaying advertising under the terms of the contract.

Similar buffers could be set for Metro Stations and the other major signage concessions.

Whilst the RTA should retain maximum flexibility for other signage and new innovation formats it is important that they support their concessionaires as in some cases the RTA is on a revenue share basis that may be affected by competing signage.

Furthermore Buffers are useful to limit clutter and concentrate the effectiveness of signage.

A secondary buffer may also be used to limit the installation of road or regulatory/informational signage of a non essential /not traffic safety nature within close proximity to existing or predefined advertising locations.

It is ideal that these buffers are set on a dynamic basis by a competent signage manager or ideally the transit concessionaire manager.

They are largely contractual and not technically defined so certain leeway is required to ensure:

1) Concessionaires and the RTA maximize signage impact.

2) There is no adverse impact on traffic safety.

3) The visual impact of signage is managed via density to ensue limited clutter.

Figure61:ExamplesofSignageClutter

Examples of Signage Buffers:

Table1-RecommendedMinimumSignBuffersforMajorconcessions:

Typical Minimum Buffers Between Concession Signage and other Signs (m)Applicable for RTA Signages

Sign Type Format Freeway Arterial Collector/Local

Concessions

Transit

Metro NA 80 50

Bus Shelters NA 50 25

Lampposts Defined by Lamppost

spacing, centre medium only

Defined by Lamppost spacing, centre

medium only

Defined by Lamppost spacing, centre

medium only

Bus & Marine NA NA NA

Medium Megacoms 75 50 25

Large

Unipoles 150 75 NA

Entrance Gantry 1 gantry structure per

defined zoneNA NA

Architectural structure

1 structure per every 25km2 in defined

areas


areas


areas

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Disclaimer: While every reasonable effort has been made to ensure that this document is correct at the time of publication, RTA & DM, their agencies and employees, disclaim any and all liability to any person in respect of anything or the consequences of anything done or omitted to be done in reliance upon the whole or any part of this document.

FURTHER INFORMATION

Traffic DepartmentRoads & Transport AuthorityUmm Ramool - Marrakesh Road

PO Box 118899, Dubai, UAET : 04 284 4444F : 04 206 5373E : [email protected] : www.rta.ae

Advertising Section, Planning DepartmentDubaiMunicipalityCustomer Service CentreMarrakech Street, Rashidiya

PO Box 67, Dubai, UAET : 04 285-8661F : 04 286 9661E : [email protected] : www.dm.gov.aw

Dubai Outdoor Advertising Control Manual

© Copyright Number: 41-2012RTA/DM/001/2012

Dubai Outdoor Advertising - smartadv.dm.gov.ae

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