SALAMA Launches New Brand Identity
Posted on 2020 Dec,13

Islamic Arab Insurance Company (“SALAMA”), the UAE’s largest and oldest Shari'ah compliant Takaful solutions provider, has rolled out a new brand identity to mark its 40 years of success, celebrate the trust of its customers and highlight the company's strategic future ambitions. The entire corporate identity was redeisned in-house.

Jassim Alseddiqi, Chairman of SALAMA, said: “We recently announced an exceptional set of results, with underlying net profit more than doubling year-on-year for the first nine months of 2020. This performance has been achieved despite the challenges of the global pandemic by continuing to provide customers with the high standards of service that we have built our reputation on over the past 40 years. In particular, we are focusing on the digitisation of our products and services to ensure we remain at the forefront of the Takaful insurance market. As we continue to look towards a bright future, it seems only fitting that we today launch a new brand identity to align with our positioning and help drive the next phase of our growth.”

The new corporate logo, refreshed for the first time in more than a decade, underlines SALAMA's true spirit of Takaful and the fundamental values of safety, trust, security, protection, connection and integrity. SALAMA is committed to bringing these values to its policyholders, including being one of few Takaful companies to be in a position to carry out surplus distribution to eligible policyholders, with the latest surplus distribution announced in August this year.

The new branding also signifies the beginning of a new cycle of growth as a modern, progressive company. The company is already delivering on its ambitious growth plans, as indicated by the significant growth of 392% in net profit for the year to date, with the first nine months of 2020 reporting AED 137.06m (YTD 2019: AED 34.99m). SALAMA plans to build higher visibility in marketplace to gain a competitive advantage including through digitalization and the new visual identity is the next step in this process.

Jassim Alseddiqi commented: “While we have continued to achieve notable milestones, it has been more than a decade since we refreshed our branding. A lot has changed in the world during our 40 years of operation but the critical value of ensuring safety and protecting livelihoods for our loved ones remains an unequivocal need that is central to our quest for a better life.

“As we confront the severe impact of the Covid-19 pandemic on the economy and society, we feel it paramount to help more people understand and access suitable insurance cover to mitigate risks and cope with the circumstances they may have unfortunately found themselves in during the outbreak. Our new brand identity is designed to grow our reach as we maintain the trust of our customers and partners thanks to our responsible approach, high standards of services and access to Takaful best practices.”

Parvaiz Siddiq, SALAMA’s CEO, added: […] As we enter an exciting new phase of digital-driven growth, it is important that our new identity reflects our evolution and aspirations as a brand.”


SALAMA stands as the largest sharia’h compliant Takaful operator with ‘AAA’ level capital adequacy as per S&P.