Qatar-based General Trading Group (GTG) has announced its new corporate identity name as Sharaka Holdings, reflecting the significant evolution of the group from a family business to a family of businesses.

The new identity has been designed to command recognition and respect as a stand-alone brand, a statement from the company said. It also endorses and connects the individual brands in the group portfolio, and is designed to bring it together.

Sheikh Abdulla bin Ahmed Al Thani, chairman of the group, said: “I take great pride in unveiling our new corporate identity. The new identity Sharaka Holdings presents a commanding position harnessing the power of our diversity. We leveraged on Qatar’s spectacular growth, strategised to position ourselves in opportunistic markets and grew to accomplish our mission.”

The new logo is distinctive and unique, the statement said. The latin letter “S” in gold stands for Sharaka; sharing which is a core value identified by the company and is the symbol of infinity signifying continuous growth.

The Sharaka diamond symbolises the strength and tenacity of the group as well as its commitment to long term enduring relationships, it said. The elegant Arabic calligraphy is symbolic of the traditional roots and values the group champions connecting the illustrious past with its promising future.

“We believe the logo is reflective of who we are, our persona, ethos and values. We wanted it to be simple, memorable and easy to recall. Partnerships form the core of Sharaka Holdings and hence we chose the name Sharaka,” said Sheikh Al Thani.

“Alliances across the group are fostered in environments, which connect different people, stimulate qualities of entrepreneurship and encourage the sharing of ideas in ways, which work to everyone’s mutual benefit.”

“Each challenge and new venture has added innovative dimensions to our portfolio. Our vision is to encompass excellence in every business we operate and the new identity conveys this modern refocus of the group.” – TradeArabia News Service