Arab Banking Corporation (ABC) has revamped its corporate identity and changed its brand name to Bank ABC in time for its 35th anniversary celebrations.

The change to a single, unifying global brand name and corporate identity will take effect on June 15 across the bank’s global network spanning 18 countries in the Middle East and North Africa (Mena), Europe, the Americas and Asia (with the exception of its subsidiary in Brazil, which will keep its own identity as Banco ABC Brasil).

However, the legal names of the Arab Banking Corporation and its subsidiaries will not change.

Bank ABC chairman Saddek Omar El Kaber said the rebrand marks a new era in the history of the bank, which celebrates its 35th anniversary this year.

"The development of a consistent, singular universal brand was part of a profound and rigorous process to redefine our branding strategy. Our existing brand served us well for the past 35 years. Our markets and stakeholders have evolved and we must adapt our corporate identity whilst building on our illustrious heritage," he added.

The rebranding will also support Bank ABC as it continues to develop as a truly global, client-centric organisation that bridges the world’s markets to the Middle East.

El Kaber said the brand development initiative was part of its strategic commitment to fulfill the new vision to be Mena’s leading international bank.

The new brand underpins Bank ABC’s core strategy to deliver a high performing international bank.

The bank will continue to grow its primary banking franchises in Mena and Brazil while seeking opportunities to add to its primary markets, international network and capabilities that complement its existing business.

Group chief executive Dr Khaled Kawan said the rebrand reaffirmed its core values - client centric, collaborative and consistent - that sit at the heart of the bank's offering.

"We are committed to developing long-term relationships with our customers through a deeper understanding of their needs by working together as one team across our international network. Our commitment to customers and adherence to our core values will drive Bank ABC’s success as we write the next exciting chapter in our history," he added.

Established in 1980, Bank ABC has an international network of branches offices in 18 countries across the world. It also offers personal finance and retail banking services in Jordan, Egypt, Tunisia and Algeria.

“Revamping ABC’s corporate identity and adopting a new branding strategy also reflect our strong commitment to providing superb customer services and to making sure our stakeholders’ success is a key objective to Bank ABC. This will be reflected in our new promise, a team committed to your success,” he added.-TradeArabia News Service