Per Aquum has unveiled a new logo and tagline as well as a revamped visual identity.
The changes are being heralded as a foundation for the expansion of the brand, which currently includes Per Aquum Huvafen Fushi and Per Aquum Niyama in the Maldives, Per Aquum Desert Palm in Dubai and Essque Zalu Zanzibar, which is being repositioned as a Per Aquum resort. Per Aquum’s founding company Universal Enterprises and Minor Hotel Group (MHG) are aiming to add at least five properties to the brand within the next five years.
Working with Hong Kong-based Eight, MHG’s in-house team developed the new brand identity, which is inspired by the element of water. A new logo features a monogram representing the ripples and immersive effect of a stay at a Per Aquum property, and the new tagline is “Daring to be different.”
“The fact that this is the first major change to Per Aquum’s visual identity since our launch 10 years ago is testament to the strength and longevity of the brand’s original DNA as well as the foresight of the founding company, Universal Enterprises,” said Nick Downing, vice president of Per Aquum. “As we usher in this new era, we are determined to remain at the cutting edge of luxury and to continue to break the mold and challenge convention.”