EMAAR launches new corporate identity

Revised logos and a new marketing strategy will convey EMAAR's emergence as a powerful industry player, as the regional brand turns global.

"We wanted to align EMAAR's corporate stance with Dubai's emergence as a global player. EMAAR mirrors this success," said Mr. Mohamed Ali Alabbar, Chairman, EMAAR Properties. "And we are still committed to our vision of 'Shaping the Future. Today'."

EMAAR's new corporate logo depicts shafts of sunlight emerging over desert hills and reflects the company's expanding global reach while exuding the strength that is EMAAR's hallmark. Three-dimensional rays of light portray a stronger, more focused corporation—new colours communicate a more mature orientation. Comprehensive brand architecture will give EMAAR's new look a global feel.

"EMAAR's projects demonstrate the size of our ambitions: our new logo will add emphasis to this message. Our strategy extends into technology, property management and financing. With its experience, and commitment to improving people's lives, EMAAR invests in today towards achieving its vision of tomorrow," Mr. Alabbar said.

"As EMAAR embarks on construction of the world's tallest skyscraper, Burj Dubai, and largest mall, The Dubai Mall, we are positioning the corporate brand as a strategic business asset. Sharpening the focus of the company's corporate identity will enhance our visionary zeal and shared objectives with the ambitions of Dubai," he said.

EMAAR Properties has a total asset base of US$6 billion and has witnessed tremendous growth since inception in 1997. It has several major real estate projects in various stages of completion, including Dubai Marina, Arabian Ranches, Gazelle, Emirates Hills, The Meadows, The Springs, The Lakes, Hattan Homes, The Greens and EMAAR Towers in downtown Dubai.

In the process of developing its innovative real estate core, EMAAR has diversified to add value for some 41,000 shareholders. It also owns and manages Dubai Bank, a retail and commercial bank, Amlak Finance, the UAE's first and only mortgage finance company, EMRILL, a property and facilities management services joint venture with the UK's Carillion plc, and a technology and communications company, Sahm Technologies.