Emirates NBD on Saturday announced the launch of its new brand, a consistent identity for Emirates NBD’s regional and international operations.

The new brand is the embodiment of the successful unity of Emirates Bank and National Bank of Dubai (NBD), two of the region’s leading financial institutions, said a statement from Emirates NBD.

The bank’s assets have now grown from Dh165 billion ($45 billion) to Dh291 billion ($79.2 billion), confirming its position as one of the largest banks in the Middle East, it added.

Drawing inspiration from the collective heritage of two legacy banks, the new brand has been designed to reinforce Emirates NBD’s values of customer focus, service excellence, innovation, integrity, passion for performance and teamwork.

The bank’s new logo, colours, imagery and messaging are modern and contemporary in style and reflect the timeless values that once made Emirates Bank and NBD local success stories.

The look of the logo has been derived from the common arc elements of the two legacy logos, creating an icon that is symbolic of an equal partnership and common heritage, while being distinct, fresh and relevant.

The chosen colours represent safety and confidence, with blue symbolising continuity, yellow standing for energy and dynamism and white representing peace stability and longevity, essential characteristics for a bank whose purpose is to protect and enhance the affluence of its customers, it said.

Emirates NBD chairman, Ahmed Humaid Al Tayer, said, 'I am proud to announce the launch of the Emirates NBD brand, which reflects and reinforces our position as a leading banking group in the region.'

'It is testament to the strategy of our management team and the strength of the bank’s core businesses that we have been able to complete this landmark merger and integration during the economic and financial challenges that the global financial industry is witnessing.'

'We are confident that the new brand will aid the growth and development of Emirates NBD to meet both the local and international needs of our clients,' he added.

Emirates NBD CEO Rick Pudner, said: 'The launch of the new brand marks and celebrates our achievements over the past two years during which we have focused on capturing synergies, streamlining operations and building on our common values.'

'We have been committed to developing an identity for Emirates NBD that reflects the heritage and prosperity of both banks and the region.  We feel that this new brand encapsulates the qualities on which we pride ourselves and gives us an identity upon which we can build our business, both locally and internationally,' he added.

Following today’s launch, branch signage, ATMs and the bank’s marketing, sales and communication materials will be given a consistent look and will be branded with the Emirates NBD English and Arabic logos.-TradeArabia News Service