FBN Holdings unveils new identity for strategic direction


FBN Holdings, the parent company of First Bank of Nigeria on Monday unveiled a new identity which defines its strategic direction to become the leading financial services group in sub-Saharan Africa.

The new identity has the picture of head of a big and mature elephant that looks serious in motion and ready to achieve unlike the former logo that has full body of a lazy walking elephant.

Speaking at the unveiling programme, Bello Maccido, CEO, FBN Holdings, said the refreshed FBN Group’s identity is an important milestone and the culmination of much hard work.

“We are committed to building a financial institution that consistently supports growth and that celebrates and showcases the unique characteristics of the diverse nations on our continent.

“We believe that our continued success will be built on the principle that we will add value nationally, regionally and at continental level. Our customers have always come first and each and every change that we implement as a group is designed to ensure that continues,” Maccido said.

Also speaking, Folake Ani-Mumuney, the head, marketing and corporate communications, explained that the refreshed identity embodies the group’s internal values and the direction the group is headed to.

She said the new corporate identity has been designed to ensure that the FBN Group continues to be at the forefront of the African financial services industry. The Group is on a definitive mission to build a strong global presence in order to reinforce that leadership position whilst constantly striving to find better ways to service customers and drive growth.

“The raised head of the elephant in our refreshed identity is our promise to all customers that with us in their corner, every financial challenge they face, they can face with their head held high. The deep blue colour represents momentum, innovation and evolution.

“These principles ensure that we continue to develop solutions that are at the heart of all their challenges. The raised foot of the elephant is a promise that we will always put our best foot forward for each and every one of our customers.

“Finally, the adoption of complementary colours platinum and gold in our logo, precious metals identified with value, serves as a reminder of the inherent value and durability of our brand. Our brand refresh marks a renewed promise to all our stakeholders – a promise to continue to set the gold standard of value and excellence in financial solutions across sub Saharan Africa”.


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