BAB launches new brand identity

Manama, June 27 (BNA): Bahrain Association of Banks (BAB) has unveiled a new brand positioning and identity, created by Bahrain-based global brand consultancy Industry. The identity review was commissioned to define a clear position for the BAB under a fresh, aspirational new brand identity, in order to meet member expectations effectively and attract new members from across the Bahraini financial services sector. BAB’s role is to promote awareness of Bahrain as a major banking centre and hub of financial services, with an investment-friendly jurisdiction, a cost-effective and innovative business environment and a strong and stable regulatory system. It acts as a voice for the industry, lobbying Government, conducting research and promoting the financial services sector as a pillar of Bahrain’s economy. Industry carried out extensive briefings over a three month period with BAB stakeholders and interviewed existing members and non-members about their views of the organisation. Extensive research into the branding of similar associations, both regionally and globally, helped develop a new proposition for the Association that clearly defines its role and purpose. The resulting new visual identity, which retains the existing name, sits comfortably alongside peer group banking associations around the world, using a distinctive blue reflecting the vivid colour of the waters around the Kingdom of Bahrain. The letterforms are balanced, contemporary and distinctive with the ‘A’ echoing the dynamic architectural forms seen across Bahrain which are recognised and admired the world over. The chief executive of Bahrain Association of Banks (BAB), Dr. Waheed Al-Qassim, said that changing the society's name and visual identity aimed to keep pace with the launch of its new strategy which intends partly to expand so that it includes various Bahraini banks in the first phase. Furthermore, strengthening the role of the association as a permanent coordinator between banks and the Central Bank of Bahrain (CBB) is yet another goal. Dr. Al-Qassim expressed thanks to "Industry" company for its initiative to provide the society with its new visual identity which, he said, was very creative and reflects the strong presence of the association in the financial and banking sector of Bahrain and roots in the minds of members of the society and the public the message, the mission and the objectives of the association. Robert F. Johnson, Director MENA at Industry, said "Building on a proud heritage by retaining the BAB name, we’ve modernised the brand and encapsulated a clear vision and purpose that conveys exactly what BAB does and the vital role it plays in the growth and prosperity of Bahrain’s financial services sector. Research and regulation are crucial, but the BAB is also about championing, protecting, educating and leading with passion, as well as attracting and retaining the world’s best talent." Source: Bahrain Association of Banks (BAB).