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First Gulf Bank, a major leading bank in the UAE, today announced the official unveiling of its new brand identity. The bank will now use the acronym ‘FGB’ as the word mark in a refreshed identity. Moreover, from now on, FGB will communicate using a new brand platform, ‘Be First.’
Commenting on the rebrand, Andre’ Sayegh, Chief Executive Officer of FGB, said: “This is a very exciting initiative for FGB. We have identified considerable opportunities across our operations and markets to grow and deliver superior performance. Our new brand is one of a set of key tools in achieving this growth and will serve as much more than just an identity: it will be a catalyst for our future success, helping us to fully capitalize on the opportunities we see. Furthermore, the new brand signals our clear plans to grow - both in the UAE and throughout our international markets- and offers a strong platform for FGB’s long-term and sustainable success”.
“As we mark our 35th anniversary, our rebranding initiative will create an even more unified and consistent brand platform internationally across our growing FGB Group. FGB is consistently recognised globally for delivering exceptional financial performance and value to our customers and stakeholders and our new brand further defines our promise of delivering superior products and services to our customers,” added Sayegh.
The timing of the rebrand is positive as FGB achieved record revenue and profit growth in 2013 in the latest chapter of many years of continuous successful business performance based on a clear strategy of taking opportunities to grow its operation in the UAE and internationally and enhance is products offering.
Visually, FGB’s new identity is dual language and flexible for international markets. The colour scheme is bolder with a highlight of strong red in the Awwal brand mark that is already very well recognized. Though the bank remains First Gulf Bank both legally and in the Arabic identity but it has adopted the acronym ‘FGB’ in recognition of its already common usage in communications and online. The refreshed feel and look of ‘FGB’ brand reflects the aspirations of the bank, its confidence for the future, its commitment to its markets and stakeholders, and its drive to outperform year on year.
As part of the branding exercise, FGB has created a strong brand and cultural platform called ‘Be First’ that draws on FGB’s culture of winning and being a unique bank that puts customers first and helps them succeed in their respective businesses.
“More than just a new tagline, this powerful ‘Be First’, is a new communications platform that will also support operational and cultural initiatives across the bank. We have developed a comprehensive set of corporate and brand values that ensure FGB consistently delivers performance, growth, service and adds value to its customers, shareholders, staff and all our stakeholders. Being first is at the core of our character and our strong set of values will help provide context and clarity to our actions and always inspire us to grow our business,” concluded Sayegh.
FGB’s core business groups will embrace the brand changes. Consumer, Wholesale and Treasury & Global Markets will leverage the new brand for customer centricity, driving specialization, diversifying product portfolios and enhancing performance and strategy. A stronger FGB brand positioned for the future will support investment in core products, drive growth in International Banking and align support functions to ensure consistently high service levels.
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