Dubai’s Mall of the Emirates reveals logo change 


 Mall of the Emirates, operated by Majid Al Futtaim, has changed and taken on a new brand identity, 10 years after its previous rebranding.

With this move, the mall seeks to enhance the mall’s appeal to visitors, senior director of marketing and communications at Majid Al Futtaim, Michelle Walsh, told Arabian Business.

The “rebranding revolves around extensive research that our consumers feel we offer a personalised experience that can only be found at Mall of the Emirates due to the unique array of outstanding retail options, shopping rewards, convenience accessibility and digital services that transform the idea of a shopping mall into a personalised space of unfettered possibilities and unlimited discovery”.

As part of the rebranding, “we are pleased to reveal a sophisticated creative identity along with an elevated version of the iconic logo of Mall of the Emirates,” said Ms Walsh.

The new logo is plain red, without the snowflake, shopping cart, escalator, penguin and skiing graphics.

Established in 2005, the mall houses more than 630 retail brands, spanning 233,467 square metres.

“This brand refresh stems from our belief that shopping is just the beginning with Mall of the Emirates – at the heart of this campaign is our unique individual-centric approach to our customers that further reinforces the timeless appeal of this destination,” said Mr Walsh.