Place identity is an important constituent of general cultural identity, in that it provides its share of continuity, sustainability, and character to the built environment. The image of cultural heritage is stored knowledge that reflects the identity of a specific culture. In the formation of a place, some features gain identity with the environment. This study aims to explore the evolving image formation of wind towers in Dubai, and how this image is related to the concept of meaning and cultural identity of the place. This study focuses on the process of place identity formation and its relation to the evolving cultural values of society, as well as how it is applied to the changing meaning of cultural heritage objects. Based on the value assessment approach, different examples of wind towers, taken from either traditional houses or contemporary buildings influenced by the local architecture in Dubai, the author attempted to study how the interpretation and meaning of wind towers has evolved through time, thus influencing the cultural identity of Dubai city. This study is based on qualitative research. It concludes that a wind tower, as a cooling device, represents a unique example of an evolving creative process of architectural expression, resulting from the social and cultural complexity of the Persian Gulf in the early twentieth century. They were introduced through commercial exchange, adapted by the mercantile community, and integrated into local cultural systems—thus creating new architectural features and urban character—and reintroduced as a modern symbol of cultural identity for Dubai and the UAE.