Jumierah has unveiled its new brand identity, which its says marks a key milestone in its growth strategy to double the size of the portfolio by 2030.
The new visual identity is the first stage in a journey of brand evolution designed to inspire a new perspective of luxury for discerning travellers.
Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah, said: “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.”
As part of its accelerated growth strategy, Jumeirah recently announced new properties including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE and Jumeirah Le Richemond Geneva in Switzerland.
The luxury hospitality brand is actively targeting owner and operator opportunities in gateway cities and resort destinations in Europe, The Americas, Africa, and Asia.
“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.”
To celebrate the rebrand, Jumeirah Burj Al Arab is providing the striking backdrop for the unveiling of the brand’s new visual identity.
The billowing sail of the luxury hotel lights up this week with a projection that tells Jumeirah’s origin story while looking ahead to its next chapter.
The illumination concludes with a reveal of the re-designed Jumeirah signature and reimagined symbol – which blends traditional calligraphy inspired by the brand’s heritage with a contemporary aesthetic to symbolise its future ambitions.
Micheal Grieve, Chief Brand Officer for Jumeirah, added: “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.”
