Shuaa Capital, a leading financial services institution in the GCC region, on Saturday officially launched its new logo along with its strategy to the public following its unveiling at a private event in Dubai.

As the guest of honour, Mohammed Al Shaibani, the 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 Sheikh Maktoum bin Hasher Al Maktoum, the executive chairman of Shuaa in the presence of top officials.

On the introduction of the branding, Sheikh Maktoum said: "Shuaa has been here since 1979 and is here to stay. The new brand represents the new strategy and culture of the company 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," he stated.

Shuaa's new logo aims to reposition and better represent its current leadership in the financial sector with its 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, said Sheikh Maktoum. "It reflects Shuaa's integrated business model and approach to deliver its best to the clients," he added.

At the event, Sheikh Maktoum led the audience through Shuaa's strategy presentation. He pointed out the completion of its successful restructuring programme and the establishment of the new credit division.

He also provided insight into Shua's new operating model and the transformation into a client-centric, full service financial services platform, building on its history in asset management, investment banking and capital markets.

Sheikh Maktoum stressed that Shuaa expects to deploy its strong balance sheet to capture growth opportunities and return to sustainable profitability.

Sheikh Maktoum said he was pleased with the reaction of the business and financial community, and the feedback from its stakeholders.

"In less than 18 months we have been able to restructure Shuaa and return to a growth trajectory. This is an incredible chievement. I am confident enough in our strategy to start issuing market guidance which sees us in the black in 2013. We have a clear strategic vision and are on track to re-emerge as the preeminent investment banking platform," he added.-TradeArabia News Service