FRIDAY 7 MAR 2014 3:20 PM

IFA HOTELS AND RESORTS PREPARES FOR EXPANSION

IFA Hotels and Resorts’ (IFA HR) rebrand comes in a year of rapid growth for the hotel, resort and luxury leisure provider. The company is listed on the Kuwait Stock Exchange, and is the largest foreign investor on the Palm Jumeirah.

IFA HR plans further expansion into the Middle East and Asia, and one of its most recent expansions sees the company joining with Capitas Group International (CGI) to bring Yotel hotels to Saudi Arabia. IFA HR hopes that its new brand identity will see it through a future of partnerships and acquisitions.

The new logo loses the flying fish image and replaces it with a joined up, lowercase font in an Arabic style which reflects the company’s heritage. The same navy blue from the previous logo is used in the new brand identity, alongside gold; a colour that suggests opulence and regality.

Talal Al-Bahar, chairman and group CEO of IFA HR, says, “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.”

IFA HR’s current portfolio includes developments throughout the Middle East, Europe, Africa, North America and the Indian Ocean.

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