Jumeirah unveils new brand identity

Jumeirah has unveiled a new brand identity as part of its growth strategy to double the size of its portfolio by 2030.

In steps towards achieving that goal, Jumeirah recently announced new properties including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE, and Lumeirah Le Richemond Geneva in Switzerland.

The investment strategy will also see a focus on boutique-style properties, targeting operators in gateway cities and resort destinations in Europe, the Americas, Africa, and Asia.

In a nod to the opening of their first property twenty-five years ago, Jumeirah Burj Al Arab was the backdrop for the unveiling of the new logo, revealed in an illumination on the billowing sail of the iconic 7-star hotel. 

The reimagined symbol is described as blending traditional calligraphy, inspired by the brand's heritage, with a contemporary aesthetic to symbolise future ambitions.

Thomas Meier, Chief Operating Officer and Interim Chief Executive Officer at Jumeirah said, “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.” 

Jumeirah, a member of Dubai Holding, operates 26 properties across the Middle East, Europe and Asia.