Shurooq, the Sharjah Investment and Development Authority, has launched a new visual brand identity that highlights its "Moving Forward" slogan. 

 

The refreshed branding represents the authority's expanding portfolio of developments across six market sectors, including real estate, hospitality, arts and culture, and leisure, among others, said a statement from Shurooq.

 

The new visual identity is accompanied by a 360-degree media campaign called "Together We Thrive", which emphasises Shurooq's commitment to collaboration, inclusivity, and purposeful investments, it stated.

 

Shurooq has been a key player in Sharjah's growth over the last 14 years, with its innovative projects setting the benchmark for progress that celebrates cultural heritage and environmental sustainability. 

 

The authority's new signature colours, yellow and dark grey, represent Sharjah's namesake, the rising sun, and symbolise its vision of transforming the people and economy of the emirate, it added.

 

Shurooq's new visual identity takes inspiration from Sharjah's geographic waterways and incorporates an abstracted Arabic letter and the English S. 

 

The bold typography and fresh colour palette characterised by lively primaries and secondaries celebrate the emirate's diverse and thriving natural landscapes.

 

On the branding, CEO Ahmed Obaid Al Qaseer said: "Shurooq will continue to adopt and customize fast-changing technologies to create environments where people feel a sense of belonging and deliver lasting value to stakeholders."

 

"Shurooq's new visual brand identity sets the tone for their purpose and vision to a global audience," he stated.

 

A government entity in Sharjah, Shurooq will focus on specific industry verticals to collaborate with stakeholders and build upon their portfolio of world-class projects. 

 

"These projects have contributed to Sharjah's reputation as a livable city and a top foreign direct investment destination in the region. Shurooq has streamlined its offerings to create opportunities for investment in future-forward sectors, enhancing Sharjah's competitive advantage and driving economic growth," noted Al Qaseer.

 

"Shurooq is committed to making a positive impact on the community and increasing its brand elasticity across multiple communication channels, including the digital space," he noted.

 

"The authority has always prioritised human capital, and its workforce has grown from 92 employees in 2009 to 675 talented individuals today. Shurooq will continue investing in its people, cultivating mutually beneficial ties with strategic partners, creating stimulating environments, and striving for perfection balanced with pragmatism," he said.

 

Shurooq has made consistent investments in key market sectors such as Culture & Tourism, Mobility & Logistics, Health & Wellbeing, Agri-food Technology, GreenTech, Human Capital & Innovation, and Advanced Manufacturing, in line with Sharjah's vision of sustainable development. 

 

The authority has divided its core businesses into six key verticals, including hospitality, real estate, malls & leisure, investments & partnerships, arts & culture, and investment promotion with its initiative 'Invest in Sharjah', he added.-TradeArabia News Service