Hospitality giant, Jumeirah unveiled a new visual brand identity on Tuesday, this move intends to support the company’s strategy to double its portfolio size by 2030.
The new logo and branding was unveiled on the group’s iconic Burj Al Arab hotel, lighting up with a projection that displayed Jumeirah’s origin story followed by the reveal of the new symbol.
Jumeirah new brand identity revealed
In line with the new growth strategy, Jumeirah announced several new properties including Jumierah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab and Jumeirah Le Richemond in Switzerland.
Micheal Grieve, Chief Brand Officer for Jumeirah said: “Jumeirah’s brand story is born from a rich heritage of hospitality, originating from a time when travellers to the region were offered shelter and the opportunity to share ideas, knowledge, and wisdom. That spirit of warm and generous hospitality and strong sense of community shapes what the Jumeirah brand is today. As we enter our next chapter, we want to continue sharing that legacy while enriching the experience to bring joy to our guests from around the world. By inspiring conversation and connection, we aim to build our reputation as a globally revered and influential hospitality brand.”
The group further aims to focus on boutique style properties across destinations in Europe, US, Africa and Asia.
Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah said, “Twenty-five years ago, we opened the iconic Jumeirah Burj Al Arab with ambitions to redefine luxury hospitality and over the years we have built an exceptional portfolio of properties across three continents. Today we look to the future of our brand and business with the same pioneering spirit and a robust strategy that will enable the next stage of sustainable growth for Jumeirah. Refining our visual identity and enhancing our guest experience is the first step on a journey of regional and international expansion, that will captivate the most discerning of traveller. We have strong foundations to build from and an exceptionally talented team that I am confident will see Jumeirah reaffirm its reputation as a leader in luxury hospitality.”
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