Etisalat Group Unveils a New Brand Identity as It Marks 50th Anniversary

Etisalat Group unveils a new brand identity to mark its 50th anniversary and prepare its network systems for the AI era.

Etisalat Group, headquartered in Abu Dhabi, United Arab Emirates, has officially unveiled its brand identity as it celebrates fifty years of operations.

The company formally announced the corporate identity update on October 7, 2026, marking five decades of technological growth and digital network expansion.

Under the updated brand identity, the company is bringing its original name, Etisalat, back to the center of all group communications and international operations.

Four years after adopting the corporate moniker “e&” in 2022 to represent its growth into technology investments, the group is fully reconnecting with its founding identity as it prepares its digital systems for the AI era.

The company’s long-term business strategy focuses on four primary operational engines: traditional telecommunications networks, AI and business solutions, giant digital infrastructure, and financial technology services.

Bringing the historic name back to the center of global operations is important for millions of smartphone users, businesses, and mobile networks across Africa and the Middle East.

Over the past fifty years, Etisalat has built essential digital foundations, underground cables, and mobile towers that connect over two hundred and fifty million customers across multiple countries.

As modern industries shift toward smart computers and AI, having a single, trusted network brand helps people understand that their daily phone, internet, and mobile money services are backed by a stable global company.

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Explaining why returning to the original company name carries deep meaning for the business as it enters a new phase of technological growth, senior executive leadership at the company shared the core message behind the decision.

Group Chief Financial Officer Karim Bennis stated that “Etisalat is the name we are taking forward, a name that reflects our heritage, our strategy and our ambition for the AI era”.

Emphasizing that the word itself describes the fundamental mission that has guided every project built by the company over the last fifty years, company leadership highlighted the deeper purpose driving their daily work.

Karim Bennis added that “Etisalat means connection. For fifty years, that purpose has guided what we build and the role we play”.

The new brand identity takes effect across all official communications and international branches. As the company begins its next fifty years, Etisalat aims to bring high-speed connectivity, advanced digital tools, and smart server infrastructure together to power new opportunities for businesses and communities worldwide.