Jumeirah unveils new brand identity, to double its portfolio by 2030

The new visual identity signals a shift towards curated experiences that redefine luxury, building upon Jumeirah’s legacy of unparalleled hospitality. With ambitious growth plans, Jumeirah has recently announced the addition of new properties including Jumeirah Red Sea in Saudi Arabia, Jumeirah Marsa Al Arab in the UAE, and Jumeirah Le Richemond Geneva in Switzerland.

Jumeirah, a name synonymous with luxury hospitality has revealed its refreshed brand identity as it embarks on a transformative journey aimed at doubling its portfolio by 2030. This unveiling marks a pivotal moment in Jumeirah’s evolution, designed to inspire a fresh perspective on luxury for discerning travellers worldwide.

Embracing boutique-style properties and emphasizing suite category rooms, villas, and residences, Jumeirah aims to elevate guest experiences across its global footprint.

Thomas Meier, COO and Interim CEO, Jumeirah, stated, “Twenty-five years ago, we set out to redefine luxury with the iconic Jumeirah Burj Al Arab. Today, we are charting a new course of sustainable growth, driven by a renewed vision and investment strategy. Our enhanced brand identity is a testament to our commitment to shaping the future of luxury hospitality.”

After almost 30 years of Swiss tourism advertising under the “Goldflower” banner, a new era is dawning. Instead of a mere logo, Switzerland is for the first time adopting a comprehensive tourism brand world with “Switzerland”. With its new brand, the national Swiss tourism organisation is following a consistent “One Brand” strategy with a diverse brand ecosystem that allows the brand to be optimally staged – spatially, haptically and digitally. This opens up completely new opportunities for Switzerland Tourism to present the brand on the international stage.

To mark this milestone, Jumeirah Burj Al Arab serves as a spectacular backdrop for the brand’s new visual identity unveiling. The iconic architectural masterpiece illuminates with a captivating projection, narrating Jumeirah’s legacy and vision for the future. The culmination reveals the reimagined Jumeirah signature and symbol, blending tradition with modernity to signify the brand’s forward-looking approach.

Michael Grieve, Chief Brand Officer, Jumeirah, commented, “Jumeirah’s brand essence is rooted in warm hospitality and community spirit. As we enter a new era, our goal is to enrich guest experiences and foster meaningful connections worldwide. Through our brand evolution, we aim to solidify Jumeirah’s status as a globally revered luxury hospitality brand.”

The unveiling of Jumeirah’s new brand identity reflects a commitment to excellence, innovation, and guest-centric experiences, setting the stage for a dynamic era of growth and luxury redefinition.