Bank of Bahrain and Kuwait (BBK) has overhauled its corporate logo and brand strategy as part of a US$1 million project to update its image. The aim of the overhaul is to position BBK as a more people orientated finance house, which may be key as it reduces the number of branches it operates from 17 to 12. The bank has also adopted the shorthand format of its name in English and embraced a new slogan: ‘It’s All About You’.
Created by UK-based DeMuro in association with FDP Design Partners following a survey of employees, customers and potential customers, BBK’s new logo depicts two intertwined flowers, which is supposed to represent the union of the bank, its clients and its employees. Embedded in the centre of the flower motif is the symbol of a star, which BBK claims is representative of its mission to provide clients with the best possible service. The bright colours are supposed to reflect the bank’s dedication to creating an innovative and transparent environment.
“BBK’s new identity, represents its future vision, and aims to tap into and appeal to fundamental human values such as optimism, hope, and trust; and through that, to share with its customers its growth and prosperity,” explained BBK general manager Dr. Farid Al Mulla. “However, the development at hand is far more than just a new logo. It is very much about introducing BBK’s true identity and persona to the public. It is how we do things that makes us different, and it’s our character and attitude that defines us as an organisation.”
The bank’s new logo will be communicated to clients and potential customers through an ad campaign and the refitting of its branches. Intermarkets is handling the roll out of the new brand and according to Dana Al Haddad, a member of BBK’s business development division, the media plan for both above and below the line activities is in place.“Currently, all the bank’s signage, electronic banking channels, forms, brochures and stationary are being re-branded under the new logo elements,” she said.
“An example of the mass communication fronts we have already established campaign presence in are outdoor, online, print media, radio, and television. On a more direct basis, our customers are being informed about our new logo from front-line interaction through our branch network, through personalised electronic banking communication, and through more traditional means such as customer statements,” Al Haddad added.
In terms of refitting, the bank has already started work on ensuring existing branches reflect the new branding identity. The eight branches scheduled to be built this year will feature the updated look and feel of the logo from day one.
“We are trying to translate the emotional and physical connotations of our logo. As such, we aim to refurbish our branches to reflect a brighter more colourful ambiance,” Al Haddad said. “Several steps are being taken to ensure that there is a visual and tactile translation of the logo elements being integrated in the branch décor and layout, especially in branches that are going to be built this year.”
Bahraini artist Abdulla Al Muharraqi designed BBK’s old logo back in 1971, when the bank was being established. Whether the change pays off remains to be seen. However, the return on investment will be judged by how well BBK competes in Bahrain’s increasingly active financial sector.
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