MAJID AL FUTTAIM

Leveraging existing brand equity to add greater meaning

Majid Al Futtaim develops successful enterprises and real estate projects in the Middle East and North Africa Region. Specialising in shopping malls, it helps facilitates cooperation between global hotel, leisure and retail brands. 

Prior to the re-brand, Majid Al Futtaim was known by the acronym MAF.

There was a need to demonstrate greater expertise in core competencies. MAF also needed to create visual distance between itself and a company run by the owner’s cousin, also baring the Al Futtaim name.

The brand idea focused on the fact that what made MAF really special was not so much what we they did, but how and why they did it. The personal brand equity behind the owner, and his stature in the region supported a name change to Majid Al Futtaim and the brand idea ‘Leading by Example’. 

The mark was a stylised adaptation of the owners signature, and this drove all other aspects of the visual expression. This included a ribbon device suggesting collaboration and energy. The new identity toolkit also included a custom Arabic font. 

The identity for Majid Al Futtaim has since been changed and the mark is no longer in use. Therefore, please do not confuse this mark with the official version.

This work was carried out whilst at Wolff Olins.
Brand strategy / Visual expression / Brand guidelines.