Jumeirah, a member of Dubai Holding, has unveiled its new brand identity. This marks a milestone in the brand’s expansion strategy to double the size of its portfolio by 2030. The group has launched a new visual identity, which is the first stage its evolution.
The rebranding is part of the Dubai-based luxury hospitality group’s efforts to solidify its position in the luxury hospitality sector.
As part of its growth strategy, Jumeirah recently announced new properties, including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the U.A.E. and Jumeirah Le Richemond Geneva in Switzerland.
The group will be focusing on boutique properties offering up to 150 keys, prioritizing suite category rooms and villas and residences. Looking to expand its global footprint, Jumeirah is exploring owner and operator opportunities in gateway cities and resort locations across Europe, the Americas, Africa and Asia.
Since opening the iconic Burj Al Arab in Dubai, which is now renamed as Jumeirah Burj Al Arab, in 1999, the company has amassed a portfolio of 26 properties spanning three continents within 25 years. Jumeirah’s collection of properties includes beachfront resorts, city hotels and luxury residences.
To mark the company’s rebranding initiatives, the redesigned Jumeirah signature and reimagined symbol was launched against the backdrop of Jumeirah Burj Al Arab earlier this week. The new visual identity blends traditional calligraphy and is inspired by the brand’s heritage with a modern aesthetic.
“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 traveler,” said Thomas Meier, COO and interim CEO at Jumeirah.