Emirates Telecommunications Group is returning to its founding Etisalat brand identity, four years after adopting the e& name as part of a broader corporate rebranding.
The group confirmed the move in a corporate message to customers, saying it would once again operate under the Etisalat identity as it marks 50 years since its establishment in the UAE.
The change is part of an updated strategy built around four main business areas: telecommunications, AI and enterprise solutions, digital infrastructure and fintech.
The return to Etisalat is intended to strengthen the group’s established brand recognition across its regional and international markets while simplifying its corporate identity.
The company is also expanding its focus on emerging technologies, including AI and next-generation connectivity. The Etisalat identity is expected to provide a unified brand platform as the group develops new AI services and advances 6G network testing across markets in the Middle East, Africa and Europe.
As part of the transition, the company is expected to update its brand assets across digital platforms, retail outlets and international subsidiaries.
The group will also continue planned investments in connectivity infrastructure and business solutions as it expands its operations across its four strategic growth areas.
