- Power & Water
- Health & Safety
- Business & Management
- Buyers' Guide
“Alkhorayef Group has a strong reputation within the industries in which we operate, but our brand is not yet widely known around the world”.
That was part of the reasoning behind a presentation by this highly diversified Saudi Arabian business with a growing international presence to hundreds of attendees at the Makarim ballroom in the Marriott Hotel Riyadh on January 18 this year.
The theme of the evening – strengthening both the Alkhorayef Group brand and the story behind it – was embodied in two forms: a new brand identity and a brand idea.
Described as a “classic but contemporary design” – the new brand design is a simple and striking pair of shapes that take their inspiration from ball bearings – “an appropriate choice”, as Alkhorayef’s literature puts it, “for a diversified company”.
And the Alkhorayef Group is certainly that, boasting a portfolio that has grown over more than 50 years to include four business units encompassing a wide range of products and services: Oil and Lubricants, Machinery Systems, Contracting Services and Printing and Paper.
Alongside the brand design, the ‘brand idea’ “success through partnership” was also prominently promoted. The company made it clear that the brand does not change the company and the brand idea was already implicit in the way it operated.
However, both give the company, as it put it “the opportunity to be clearer about who we are and why clients should choose us”.