RAK Ceramics, one of the largest ceramics’ brands in the world, has announced the launch of its new corporate brand identity which is designed to unify all of its global subsidiaries.

The official roll out will be effective immediately in the UAE, with subsidiaries expected to adopt the new brand identity throughout 2017, said a statement from the company based in Ras Al Khaimah (UAE).

The repositioning exercise is one of many initiatives which are helping to drive RAK Ceramics forward to achieving its vision, to become the leading ceramics lifestyle solutions provider in the world, it stated.

The announcement was made at Cersaie, one of the largest and most important international ceramics exhibitions which takes place annually in Bologna, Italy.

Speaking at the event, Abdallah Massaad, RAK Ceramics’ Group chief executive said: "Today we celebrate a new milestone as we launch our new corporate brand identity and we are delighted to be unveiling it at Cersaie."

"The unveiling of our new brand identity is part of our Value Creation plan which was launched in 2014 and designed to improve integration across the business; streamline our distribution networks and unify our brand globally," he noted.

The new corporate brand identity was revealed at the RAK Ceramics stand which clearly articulates the company’s proposition, ‘Room for Imagination’, and featured the company’s latest products and designs, including the hi-tech Maximus Mega Slab, the largest super-sized slab to be manufactured in the Mena region.

Massad pointed out that RAK Ceramics had 25 years of ceramics’ expertise and it was this experience, wide product range, strong focus on innovation and continued commitment to delivering high quality products which were the four main pillars upon which the new proposition is based.

"Our products are already featured in some of the most iconic buildings around the globe and the launch of our new brand identity reflects our aspirations to become the leading ceramics lifestyle solutions provider in the world," he added.

A specialist in gres porcelain wall and floor tiles, tableware, sanitaryware and faucets, RAK Ceramics has sold over 1 billion sq m of tiles, serving clients in more than 150 countries through its network of operational hubs in Europe, Mena, Asia, North and South America and Australia.-TradeArabia News Service