Dubai
First Abu Dhabi Bank, the entity resulting from the merger of National Bank of Abu Dhabi and First Gulf Bank, launched on Monday its new brand identity including a new logo and slogan.
The new logo features FGB’s Awwal (First) brand mark, with the slogan “Grow Stronger”. The new bank adopted the acronym FAB.
The bank is still, however, listed on the Abu Dhabi bourse under the ticker symbol NBAD after the merger was effective at the beginning of April 2017.
Abdul Hamid Saeed, group chief executive officer of FAB, said the new brand represents the bank’s aims to help stakeholders grow and to deliver shareholder value.
“It will also serve as a strong platform for FAB to support the prosperity of the UAE and its global network, as well as our strategic aims to grow locally and internationally, and build on our position as a financial services leader,” he said in a statement.
The statement added that the bank will launch a dedicated website “in the near future” providing customers with expertise, tools and tips. It did not disclose when the bank will launch its own branded products but said that customers will be introduced to the new brand soon.
In early April, the bank announced it will be named First Abu Dhabi Bank after having said in earlier months that the merged entity will retain the NBAD brand name.
FAB is the largest bank in the UAE and one of the largest in the Middle East and North Africa, with total assets worth Dh682 billion. The bank has a market capitalisation of around Dh120 billion.
Saeed said the bank will build on the strong business performance by NBAD and FGB, and “will leverage synergies across core business groups, create as well as capitalise on new opportunities.”
