Sharjah’s Shurooq launches new visual brand identity

The Sharjah Investment and Development Authority, also known as Shurooq, has unveiled a new visual brand identity that highlights its “Moving Forward” slogan.

Shurooq said the new identity is introducing a fresh dynamism and represents the investment and development authority’s diverse and rapidly expanding portfolio across six key market sectors including hospitality, real estate, leisure, arts and culture among others.

It takes inspiration from Sharjah’s geographic waterways and incorporates an abstracted Arabic letter and the English S to symbolise a beacon for investment, transformation, innovation and the future of the emirate.

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

With these transformations, Shurooq continues on its mission to be responsive, collaborative and dynamic to increase the elasticity of the brand across multiple communication channels and be more vibrant in the digital space.

“Shurooq will continue to adopt and customise fast-changing technologies to create environments where people feel a sense of belonging and deliver lasting value to stakeholders,” Ahmed Obaid Al Qaseer, CEO of Shurooq said, adding that the rebranding sets the tone for the authority’s purpose and vision to a global audience.

The authority underscored that its new signature brand colours, yellow and dark grey, are an ode to Sharjah’s namesake – the rising sun – as the emirate continues to advance its future in line with its vision of transforming livelihoods and the economy.

Shurooq said it has made conscious investments in its 14 years of existence across different sectors including culture and tourism, mobility and logistics solutions, healthcare, agritech and innovative manufacturing to advance Sharjah’s vision of sustainable development.

معاً نحو مجتمع مزدهر
Together we Thrive pic.twitter.com/CdvMOMMbmT

— Shurooq شروق (@_Shurooq) March 8, 2023

The authourity’s 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, said Shurooq.

Shurooq’s expanding portfolio

Meanwhile, Shurooq will focus on specific industry verticals to collaborate with stakeholders and build upon their portfolio of world-class projects.

The investment authority said it is dividing its core businesses into six key verticals as part of the rebranding to include hospitality, real estate, malls & leisure, investments & partnerships, arts & culture, and investment promotion with its initiative ‘Invest in Sharjah’.

Read: New adventure project under development in Khorfakkan

“The entity will continue to look into new ways of investing in these sectors and forge new partnerships to carry on with delivering positive impact,” Shurooq said in a statement.

The real estate sector and hospitality are an integral part of Sharooq’s development strategy with Sharjah Sustainability City and Maryam Island currently among the flagship projects in the emirate.

Maryam Island is one of the largest development projects in the authority’s real estate portfolio in terms of both value and area. The Dhs4.5bn mixed-use development is located between Al Khan Lagoon and Al Mamzar in Downtown Sharjah and will spread across 460,000 square metres.

Last year, Shurooq signed a franchise agreement with Marriott International for two new hospitality projects set on the emirate’s scenic east coast. The deal, which marked the debut of Marriott’s Autograph Collection in Sharjah, will see two new hospitality projects in Kalba and Khorfakkan owned by Sharjah Collection & Hotels Management operating under the Autograph Collection brand.

The authority has streamlined its offerings over the years to create opportunities for investment in future-forward sectors, enhancing Sharjah’s competitive advantage and driving economic growth.

Sharjah’s real estate market

Sharjah recorded real estate transactions worth over Dhs24bn ($6.53bn) in 2022, according to the emirate’s real estate registration department.

The emirate reported 91,507 real estate transactions last year, up 8.6 per cent from 84,238 transactions recorded during 2021.

Read: Sharjah’s real estate transactions top $6.5bn in 2022