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SHUAA unveils new logo alongside new strategy.

SHUAA Capital has officially launched its new logo, following its unveiling at a private event attended by prominent government officials, CEOs of banks and major shareholders. As the guest of honour, HE Mohammed Al Shaibani, Director General of the Dubai Ruler's Court; Vice Chairman of The Supreme Fiscal Committee of Dubai and the CEO & Executive Director of the Investment Corporation of Dubai unveiled the new branding alongside HH Sheikh Maktoum bin Hasher Al Maktoum, Executive Chairman of SHUAA.

Sheikh Maktoum said, "SHUAA has been here since 1979 and is here to stay. The new brand represents the new strategy and culture of SHUAA as well as highlighting the company's transformation into a client-centric provider of full integrated investment banking services. Launching our new logo today is a clear signal that we are now confident of increasing our visibility in the marketplace."

At the event, HH Sheikh Maktoum bin Hasher Al Maktoum led the audience through SHUAA's strategy presentation. In particular, Sheikh Maktoum highlighted the completion of SHUAA's successful restructuring programme and the establishment of the new Credit division.

The Credit division will constitute three main business pillars:

Commercial Lending offers liquidity for SMEs who contribute over 50 per cent to the UAE's Gross Domestic Product (GDP), provide over 80 per cent of employment in the UAE but only receive four per cent of bank financing.

A new Credit fund that will allow investors to participate in the UAE's economic growth story other than just publicly listed stocks, who are not fully representative of the UAE's strong real economy.

Debt advisory for SMEs, family businesses and large family-owned conglomerates on the restructuring of their balance sheets and providing advisory on long term funding strategies.

Credit is a new way to introduce SHUAA's full service investment banking platform to SMEs and family conglomerates that require help unlocking often illiquid assets and providing a vital source of funding. The firm expects that this will create synergies with other parts of the business offering services such as discretionary portfolio management, and corporate finance and M&A advisory. SHUAA also expects to help Credit clients with their IPOs when equity markets recover.

SHUAA's new logo aims to reposition and better represent its current leadership in the financial sector with SHUAA's shareholders, clients, employees and the global financial community. The new branding adds gold, representing excellence, to the modernized blue font. In addition, the icon has been rotated which underscores the strategic shift of the Company and the name 'Capital' was dropped to streamline the overall brand. Central to the new logo are gradually growing circles depicted next to the name SHUAA, which, when combined, show an arrow pointing to an upward trend. The new logo stands for excellence, trust, and continuity. SHUAA's new brand is an evolution, not a revolution. It reflects SHUAA's integrated business model and approach to deliver the best of SHUAA to clients.

2012 CPI Financial. All rights reserved.

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Publication:CPI Financial
Geographic Code:7UNIT
Date:Oct 6, 2012
Words:495
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