Abu Dhabi's First Gulf Bank (FGB)
Abu Dhabi's First Gulf Bank, or FGB, has adopted a more refreshing corporate identity as it eyes overseas ambitions. Speaking to reporters, chief executive officer Andre Sayegh said the financial institution will now use the acronym "FGB” as
the word mark in a refreshed identity.
"From now on, FGB will communicate using a new brand platform, ‘Be First',” he said.
"We have identified considerable opportunities across our operations and markets to grow and deliver superior performance.”
Sayegh said the new brand was one of a set of key tools in achieving this growth and will serve as much more than just an identity. He termed it a "catalyst for our future success, helping us to fully capitalise on the opportunities we see”.
Sayegh said the new brand signals FGB's clear plans to grow a strong platform for long-term and sustainable success both domestically and internationally.
FGB's core business groups will embrace the brand changes. Consumer, wholesale and treasury and global markets will leverage the new brand for customer-centricity, driving specialisation, diversifying product portfolios and enhancing performance and strategy. A stronger FGB brand positioned for the future will support investment in core products, drive growth in International Banking and align support functions to ensure consistently high service levels.
"As we mark our 35th anniversary, our rebranding initiative will create an even more unified and consistent brand platform internationally across our growing FGB Group. FGB is consistently recognised globally for delivering exceptional financial performance and value to our customers and stakeholders and our new brand further defines our promise of delivering superior products and services to our customers,” added Sayegh.
Source: Khaleej Times