Why do we need an identity?

We were just a few years into the millennium when an invitation arrived for an event that was to introduce everyone to a logo that would instantly identify the product as made in Oman. The logo was so beautiful that I thought it would be great for jewellery.
It was the 'Origin Oman' logo. It was designed with flowing calligraphic typography which reads 'Oman' in Arabic. It is circular in shape.
Before this period it was the traditional Omani khanjar superimposed over two swords. The Public Establishment for Industrial Estates played a key role in promoting the manufactured goods. Today the industrial estates are collectively known as Madayn.
It features stylised, fluid calligraphic typography forming the word 'Oman' in Arabic, designed in a circular, geometric arrangement.
In 2023 we saw the new development — the official National Product Identity. The logo featuring the stylised Khanjar and Majmar checkmark was introduced through a national visual identity competition initiated by the Ministry of Commerce, Industry and Investment Promotion in December 2021.
The regulatory framework and mandatory guidelines for the logo were subsequently formalised under the Ministerial decision No 62/2023, establishing the logo as the legally protected national mark for certified Omani products meeting local content requirements.
Why do we need an identity?
I was just having a conversation with my friend, and she explained how she and her family members look for the logo and immediately pick up the product if it has the symbol certifying it as an Omani product.
She said it feels great to know that they are buying Omani products. She asked me if this was the case in other countries.
I replied that it is the trust factor that has been established. In many parts of the world there was a time when their markets were not open to international products. It is still the case in some countries.
According to reports, between 2024 and mid-2026, 7,307 Omani-made products were registered under the official national 'Made in Oman' identity platform maintained by the Ministry of Commerce, Industry and Investment Promotion. There are 119 industrial sectors in Oman.
But we might be dealing more with consumer goods. Have you ever looked for the label while picking out your product?
The key objective of having a logo is to encourage local consumption by encouraging residents, commercial entities, and government agencies to prioritise Omani-made goods over imports.
When we pick an Omani product, we know we are supporting SMEs and contributing to the industrial growth of the nation. This results in creating market opportunities for Small and Medium Enterprises (SMEs) and expanding the footprint of national factories and, of course, creating job opportunities.
It was not just campaigns that led to this trust. The branding promoted quality standards, which meant establishing recognisable quality benchmarks so local products compete strongly in both domestic and international markets.
When we promote local products, we achieve economic resilience. An expert described it like this: we keep capital within the domestic economy to generate local employment and reduce import dependency.
The iconic green mark has become the official quality mark because it assures consumers of compliance with national standards set by the Directorate General for Standards and Metrology.
Major hypermarkets have dedicated aisles, and there are often promotions so we can identify the products easily.
An SME may not have enough funds allocated for advertising. Of course the product would come into the In-Country Value initiative. But we as ordinary consumers can make a difference. So this November let us celebrate Oman by supporting products made in Oman. We are the buyers. We don't need exhibitions and digital portals to let us know. We shop weekly, if not daily, so this month let us look for the logo and learn about local produce and experience it.
Promoting Omani products need not be just a public or private sector's cause; we as consumers can have our own initiative to support Made in Oman products.
Let us shop Omani products with a purpose and enjoy the feel-good factor. Can you imagine the delight of the producers when they see the products moving from the shelves to your trolly?