News

Pure Electric Expands To UAE, Boosting Micro-Mobility Sector

Backed by a McLaren partnership, the company’s latest e-scooter range aims to redefine urban mobility.

Published

1 year ago

March 11, 2025

pure electric expands to uae boosting micro-mobility sector

Pure Electric, a leading UK-based e-scooter brand, recently entered the UAE market, marking its first step into the Gulf Cooperation Council (GCC) region. With further expansion plans targeting Saudi Arabia and other GCC nations, the company is set to revolutionize urban micro transport across the Middle East.

The brand’s full-scale UAE launch is a significant milestone in its international growth strategy. Pure Electric is bringing its latest range of innovative e-scooters to the region, designed to offer a practical alternative to traditional city travel, while helping reduce congestion and pollution.

A Vision For Smarter Urban Mobility

pure electric expands to uae

Adam Norris, founder of Pure Electric, emphasized the importance of this expansion: “This launch into the UAE is a pivotal moment within our global expansion plan. It reflects our commitment to the micro-mobility sector and our dedication to providing a sustainable, safe, and enjoyable solution to urban travel”.

The company’s entry into the region is being spearheaded through a strategic partnership with Harris Qureshi, who will lead Pure Electric’s operations in the GCC.

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“I am thrilled to spearhead Pure’s expansion across the UAE, Saudi Arabia, and the wider GCC region. We are introducing the world’s best e-scooters to this dynamic market […] Our mission is to enhance urban mobility and contribute positively to the region’s sustainable transport landscape,” Harris Qureshi explained.

Innovative Design And Engineering At The Forefront

pure electric and mclaren partnership

Pure Electric’s e-scooters are the result of in-house engineering from the company’s team of experts, with a rider-centric approach that challenges traditional design. Key features of the latest models include:

A natural forward-facing riding position to enhance stability and comfort.
An ultra-portable Pure Flex model designed for city living, easily fitting into car trunks, public transport spaces, or small home storage areas.

Further solidifying its reputation, Pure Electric has also partnered with McLaren, the legendary motorsport and supercar brand, to create the Pure X McLaren 2024 collection. The collaboration blends Pure’s cutting-edge e-scooter technology with McLaren Automotive’s precision engineering and expertise in hybrid power.

Related Topics:Pure Electric United Arab Emirates

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Instagram Redraws Its Wordmark And The Internet Reads “Instagzam”

Instagram’s first wordmark refresh in a decade arrives with new fonts, a restrained gradient — and a Reddit verdict of sidegrade.

Published

4 days ago

August 14, 2026

Nour Nasir

Instagram

Although Instagram’s famous camera icon hasn’t changed, the company has refreshed the handwritten wordmark at the top of its app. This is the first redesign we’ve seen in ten years, and one the internet promptly set about renaming.

“The wordmark at the top of the app hasn’t changed in 10 years, so it was time for a refresh,” Instagram head Adam Mosseri wrote in a post on August 13, describing the new version as “cleaner and more modern” while keeping references to the original design.

Instagram says its team explored hundreds of options — all-caps lettering, camera-inspired concepts, even literal handwriting — before returning to script. “Script reflects individuality, so referencing that felt right,” Instagram director of product design Jasmine Probst said in Meta’s announcement. “The new wordmark is bolder and simpler, with touches of unexpectedness. It cues individual expression, a personal voice, both of which have always been core to Instagram”.

The wordmark is part of a broader brand overhaul: an updated Instagram Sans typeface, two new fonts — the hand-drawn Instagram Pen and Instagram Mono — plus refreshed motion and layouts, and more restrained use of the signature gradient. The wordmark is rolling out globally now, with the rest arriving throughout 2026 and beyond.

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The design mixes cursive and print lettering, some characters connected and others floating free. That hybrid approach, combined with unusually shaped “s” and “r” characters, led some users to conclude the logo actually reads “Instagzam”. On the r/logodesign subreddit, one user said the wordmark looked “fan-made,” like something built in Canva; another called it “an unsettling mix of manuscript and cursive”; a third summarized it as a “sidegrade” — or, inevitably, a “zidegrade”.

Not everyone was hostile to the new look. Some found the half-cursive design stylish and surprisingly readable, while others called it an improvement on its predecessor, and one commenter argued Instagram was simply adopting minimalist branding later than everyone else. Either way, the platform now has a refreshed identity, three updated fonts, and an unofficial new pronunciation.