International resort and residential developer IFA Hotels & Resorts has reflected its recent company restructure and business expansion by updating its brand identity.

The publicly-listed company, which is the largest foreign investor on the Palm Jumeirah, embarked on the restructure as it drives forward with developing new business ventures in the Middle East and internationally.

Having maintained a leading position in the market in the global economic downturn, IFA HR is entering a renewed phase of optimism, ready to accelerate its growth after remaining on course during challenging times for the real estate industry, said a senior official.

Commenting on the new brand identity, Talal Al-Bahar, the chairman and Group CEO, IFA Hotels & Resorts said: "The future for IFA HR is about evolution, not revolution and as a company we remain committed to the values that have brought us to where we are today."

“We are expanding geographically and into new product categories, and our brand identity needs to reflect these developments as well as our world-class credentials. As we embark on this new era, we are now in a better position to explore a wider set of business opportunities and territories,” remarked Al-Bahar.

Khaled Esbaitah, the CEO of IFA Hotels & Resorts said: "The new-look brand comes at a time of significant growth for IFA HR in terms of new projects and business ventures. In 2014 we will be extending our market presence in established markets through our Yotel brand, creating new companies and adding to our portfolio on the Palm Jumeirah in Dubai."

“Our new project launch later this month offers a totally different  look and feel compared with to our previous projects. It’s great to be able to add something new to an already diverse portfolio,” he added.

IFA HR’s portfolio includes developments throughout the Middle East, Europe, Africa, North America and the Indian Ocean. Its hotels include Fairmont The Palm and Movenpick Jumeirah Lakes Towers in Dubai, The Four Seasons Hotel Beirut, Fairmont Zimbali Resort, Fairmont Zimbali Lodge and Legends Golf and Safari Resort in South Africa and the renowned Yotel brand in Europe, the United States and Asia.-TradeArabia News Service