The First Gulf Bank is a major bank on Abu Dhabi, and one of the leading bank in the region. This month, on April 20, it unveiled a new visual identity as part of a brand refresh, developed by Brash Brands.
The bank will now primarily be known as FGB, a name that signals an aspiration for future international growth. Brash Brands also refreshed the overall visual appearance of the brand.
"After a comprehensive brand audit, we developed a solid brand foundation which included new core values that amplify elements of the bank's existing culture while promoting a 'can do' attitude that will help them achieve their growth plans. These all-important internal changes inspired our creative approach externally.
"Our brand idea of 'unlocking possibilities for growth in real time' has major implications for the bank’s strategic approach and customer-centric focus," says John Brash, Founder and CEO of Brash Brands. "FGB clearly shows how we can help brands grow their ambitions from within—then express them to the world."
The new visual identity is brighter and more modern, with bolder colours that reflect the organization’s passion and commitment. The brand mark, or 'awwal'—meaning 'first' in Arabic—is sharper, sleeker and freed from its box to play a stronger role in asserting the brand’s ambitions. The combined changes both enhance the bank's status in the UAE and provide the differentiation needed to stand out in a crowded global marketplace. - Brash Brands