Reinforcing its pivotal role in driving the continuous growth and development of the country’s banking sector, the UAE Banks Federation, a professional representative body comprising 48 member banks operating in the UAE, has launched a new brand identity.

Inspired by the UAE’s rich calligraphic heritage, the new logo celebrates the country’s success in becoming a thriving financial centre for the wider region while highlighting the elements of co-operation, co-ordination and unity that have enabled the seven emirates to exert concerted efforts to shape the future of the industry.

The color of the logo is inspired by the endless blue skies and seas of the UAE, suggesting a limitless vision of the country that reaches beyond the horizon, not to mention, the corporate shade also reflects strength and optimism, said a statement from Emirati banking federation.

The design is inspired by free-flowing Arabic calligraphy, and the way its fluid lines glide and unite to form words – the same graceful movements seen in the sail of a dhow as it billows. As well as being woven tightly into the UAE’s rich heritage, these symbols speak of member banks unity, progress, and of moving forward towards one goal.

Abdul Aziz Al Ghurair, the chairman of UAE Banks Federation, said: "In parallel with the UAE’s growth and transformation into becoming a leading financial destination, our role in the country’s banking sector has also evolved immensely over the years."

"Designed under the slogan of” Empowering Progress Through Unity", our new brand identity illustrates our commitment to being the collective voice of the industry and our firm resolve to continuously highlight the contribution of the banking sector in the economic growth of the nation," stated Al Ghurair.

"After all the development, improvements, growth and milestones that we have achieved over the last few years, we decided to come up with a new vibrant brand identity that mirrors our innovative approach and outlook our future evolvement," remarked the top official.

The banking industry is a significant contributor to the UAE GDP and plays a critical role in driving the progress and development of the economy and society, noted Al Ghurair.

Using empowerment through progress and leadership, UAE Banks Federation drives the banking industry forward by supporting raising the industry standards in line with the global best practices, and enabling banks to perform their role of being critical drivers of sustainable economic growth and job creation, he added.-TradeArabia News Service