Abu Dhabi: First Gulf Bank (FGB) unveiled a new brand identity on Sunday that includes a new logo and slogan. The bank will now use the acronym ‘FGB’ on its logo, and will communicate using a new brand platform, ‘Be First.’
The logo will be rolled out in all branches starting Monday.
“Our new brand is one of a set of key tools in achieving growth, and will serve as much more than just an identity; it will be a catalyst for our future success, helping us to fully capitalise on the opportunities we see,” said Andre Sayegh, chief executive officer of FGB.
He added that the new brand signals the bank’s plans to grow both in the UAE and in international markets.
Though the bank will remain First Gulf Bank both legally and in the Arabic identity, it has adopted the acronym ‘FGB’ in recognition of its already-common usage in communications and online.
Positive impact
Discussing the effect of the new brand identity on FGB’s trade in the stock market, Sayegh said he expected performance to be impacted positively over time.
FGB’s core business groups will embrace the brand changes. Consumer, Wholesale, and Treasury & Global Markets will leverage the new brand for consumer centricity, and enhancing performance.
With 23 branches in the UAE, the bank hopes to add another four in the country, and is expected to open representative offices in South Korea, China, and London this year.
