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FIRST BANK OF NIGERIA The journey into a new era. A new face of brand experience [African Business]
[May 18, 2014]

FIRST BANK OF NIGERIA The journey into a new era. A new face of brand experience [African Business]

(African Business Via Acquire Media NewsEdge) 2014 marks FirstBank Limited's 120th anniversary as an institution. And what better way to commemorate this historic landmark than the refreshing of corporate identity for the FBN Group, including all of its subsidiaries. Starting from January 28th the Group will operate under the refreshed identity which reflects the company's strategic direction, and with strengthened brand muscles to match the constantly evolving expectations of today's increasingly discerning stakeholders and position it to meet the future needs of the market.

Over the last decade, the Nigerian financial sector has evolved significantly and stakeholders' needs and demands have changed. The Group's corporate identity refresh comes at the right time to meet the demands of an increasingly competitive international financial services marketplace, rapid technological advancements and unprecedented shifts in regulation. In alignment with these changes, the identity refresh ties in with the objectives of the HoldCo structure which leverages on the synergies that exist between the retail facing businesses (insurance and banking), and the corporate and institutional banking businesses (investment and asset management and commercial banking).

What does the refreshed corporate identity mean? Far more than just a logo, 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 and is therefore on a definitive mission to create a strong global presence in order to reinforce that leadership position whilst it constantly strives to find a better way of driving its business forward.

To date, the iconic African elephant has been a robust symbol of strength and growth, establishing the organisation as a clear leader in the financial services industry. The elephant is the respected and instantly recognisable icon of the FBN brand identity and, as such, the value, the trust, approachability and stability that this represents. The new refreshed corporate identity retains the elephant and re-ignites this iconic symbol with a number of enhancements that accentuate a robust evolution relevant for today.

The brand language is the visual and narrative look and feel of the brand. It is the essential combination of the logo, the images, the fonts, the pattern, the icons, the colours, the symbols, the identity and the words. The brand language is defined through the utilisation of the 'elephants tusk'. A unique and ownable graphic element that strongly points forwards and adds movement and motion, and it combines the 120-year heritage that is central to its identity with a commitment to sustainable business practices and the highest levels of professionalism in the industry, demonstrably communicating that FBN Holdings are 'proud to be the partner of first choice in building stakeholders' future'.

Commenting on the changes in the refreshed logo, the CEO, FBN Holdings, Bello Maccido, said "The elephant is the respected and instantly recognisable icon of the FBN brand identity and, as such, we value the trust, approachability and stability that this represents. Our new refreshed corporate identity retains the elephant and re-ignites this iconic symbol with a number of enhancements that accentuate a robust evolution relevant for today. The new colour palette is a clear reflection of our brand personality and tone of voice whilst portraying our profitability pedigree. It evolves the group's trademark "blue" to reflect a richer and more premium equity and combines with new complementary colour partners; gold and platinum, which symbolise value and durability, and capture the essence of who we truly are. The iconic elephant is the respected and instantly recognisable icon of FBN Group's brand identity and our refreshed identity retains the elephant and re-ignites this iconic symbol with a number of enhancements that we believe will resonate with our audience today." Accordingly, the imagery that will be used across all of our brand communications will be vibrant and spirited - utilising everyday images that bring us closer to our customers. Bold, which indicates confidence, simplicity and intelligence. The font has evolved to a more slender, tall and youthful font called 'SPEAK'.

This has been created to convey leadership, innovation and youthfulness - appealing to all segments and markets across the group. Combined, the new brand language is bold, spirited, flexible, relevant, warm and passionate and sets the stage for the future of this strong, progressive and market leading organisation; a financial solutions group that listens, understands and connects with customers as people, an organisation that delivers relevant customers' experience that exceeds expectations and is always there as a constant financial partner throughout customers' lives.

Forging on with a promise to transform the group to a rejuvenated people-centric brand focused on efficiently driving its businesses with optimal use of technology, it is expected that this will drive down costs while speeding up the development of new, bespoke and tailor-made product offerings that will meet the needs, lifestyles and expectations of discerning and contemporary consumers.

120 years of Banking Excellence With 120 years of banking services for the Nigerian populace, First Bank of Nigeria Limited has a very proud and rich heritage of banking excellence in Nigeria. It has been able to stand the test of time in the Nigerian economy, it has served from generation to generation and it has successfully remained relevant and appealing to both young and old in society.

A proud heritage: 120 years of shared history and commitment to value creation and excellence Few brands across the world and in Africa have served generations of customers with such constant resounding dynamism and relevance to its communities.

In 120 years, FirstBank has built a heritage of courage, foresight, innovation and dynamism. As far back as 1912, we showed business leadership through our acquisition of the Anglo African Bank, the first of its kind in the region and a testament to our resolution for longevity.

Our dedication to serving our customers and communities is anchored on a foundation of ethics, integrity and succession planning that fuels our courage, tenacity and boldness to evolve and adapt to global trends in a consumer-driven market.

Our pride in taking courageous steps can be seen in our willingness to lead financial services through new products and services such as the implementation of biometric ATMs in 2010, which has become an industry mandate by the Nigerian Central Bank. We have also always been willing to test new markets from as far back as being the first Nigerian Bank with an offshore subsidiary in the UK over 25 years ago to our acquisition of the Bank International de Credit (BIC) in the Democratic Republic of Congo in 2011.

FirstBank invests in building the capacity and competencies of its people, who have resounded as pillars of fortitude through societies around the world. Be it Minister of State for Finance, Central Bank Governor, Managing Director of the Bank of Industry or former British Prime Minister; our story of success can only be told through the successes of our people.

Through the years, we have seamlessly transitioned alongside the national economic climate and many times have set the standards for the Nigerian financial services as it stands today. Our tenure as the national regulatory body and in our own bid to build a sustainable business, FirstBank has always ensured foresight, capacity and competency building and an irrevocable investment in the future. At the core of our heritage is our commitment to value creation and excellence, without which we could not stand firmly in service to our staff, investors, stakeholders and our customers across the world.

Our Track Record: 120 Years of Support Since 1894, FirstBank has been a pillar of strength in supporting stakeholders to build a sustainable future for generations to come. FirstBank has contributed to the socio-economic development of the communities in which it operates especially in areas of Education, Empowerment, Entrepreneurship Initiatives, Health and Welfare, Security and Safety, Sports, Arts and Culture.

Our staff, over the years, have been empowered through an employee volunteer scheme to commit to social responsibility that facilitates comprehensive development through a series of partnerships that protect and promote our heritage through arts and culture as well as diversify our economy by fuelling both economic independence and creative expression.

From our staff to partners, investors to customers and host communities, in First Bank's operations on three continents and over 750 locations, we have developed a culture of impacting our communities through sustainable support and initiatives to build thought leadership, enterprise development and economic empowerment.

Operating on three continents and through all the sectors in the economy, we have been able to commit an annual average of ?1 billion to impacting agricultural growth and development, investment in information technology in the financial services industry and over youth empowerment through educational endowment funds.

Building on a platform of success Despite our rich heritage, we are not resting on our laurels as we continue our dedication to visionary leadership and financial inclusion from Lagos to Paris; Kaduna to Freetown, Beijing to Enugu with our network of over 753 business locations, in 11 countries, and over 10,000 people. We were the first Nigerian bank and, indeed, the first quoted company in the country to hit the ?2 trillion market capitalisation.

We may not know what tomorrow will bring, but all our stakeholders can rest assured that we are committed to being the bank that meets all your needs, and it is no surprise that our current focus is "You First". FirstBank has supported Nigerian polo for over 90 years through its sponsorship of the Georgian Cup of Kaduna International Polo Tournament and for 50 years through the Lagos Amateur Open Golf Championship, as well as being a major sponsor of the first ever edition of under 17 World Cup Tournament in Nigeria.

FirstBank is the recipient of many awards, including the Best Banking Brand 2013, an award now won for three consecutive years. FirstBank also has the honour of being the only bank in Nigeria to have produced two former CBN Governors in Chief Joseph Sanusi and the immediate past Mallam Sanusi Lamido Sanusi.

First Bank Timeline Timelines ____________Fact _____________Emotive takeout 1894 ____Bank of British West Africa BBWA) in Lagos opened in current ED Marina established by Sir Alfred Lewis Jones, a shipping magnate from Liverpool, England, with paid-up capital of £12,000. ________Commitment and here for the long haul. Opened in Marina. Still in Marina.

1896___ Opens first branch office in Accra, Ghana. Early expansion, early globalisation. Today, back in Ghana. ____Our sub-Saharan Africa outlook dates back to 1896.

1912___ Acquires Anglo-African Bank, its competitor in the very first M&A recorded in this region.____FirstBank has since inception taken the lead in business and network expansion.

1955 ___Partners with the government to expand the railway lines. _____FirstBank has always contributed significantly to the provision of infrastructural facilities in the country 1957 ____Changes name from BBWA to Bank of West Africa (BWA) to truly reflect the regional identity of the bank 1966 Adopts the name Standard Bank of West Africa, following its merger with Standard Bank, UK. The genesis of international partnership in Nigeria.

1979 ___Changes name to First Bank of Nigeria Limited. ___In the year that could be deemed as the first rebranding, knowing it could boast of many firsts, it was therefore natural to rebrand to First Bank of Nigeria.

2011___ Named Nigeria's Number One Banking Brand by Brand Finance Top 500 Banking Brands by The Banker, a subsidiary of the Financial Times and the Most Innovative Bank in Africa by African Banker magazine, attesting to our forwardthinking approach.

2012 ___Changed name to First Bank of Nigeria Limited, to become part of FBN Holdings Plc.

(c) 2014 IC Publications Provided by SyndiGate Media Inc. (

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