JEDDAH, 30 May 2004 — The National Commercial Bank (NCB), the first Saudi-owned bank established in the Kingdom, yesterday launched its new corporate identity that matches its vision to be the preferred provider of financial services with the aim of being an innovative leader in Islamic banking across the region.
Historically, NCB’s equity has always been closely associated with its name and the double arch symbol within its logo has reinforced an image of stability. Today this changes; with a series of modifications that build upon the bank’s rich heritage, bringing the bank closer to its customers, adding modernity and further promoting the bank’s Islamic values.
NCB General Manager Abdulhadi A. Shayif announced that: “The previous logo, particularly the arch, is a symbol that is strictly associated with NCB, providing an image of stability, structure and strength.”
“Developed through close consultation over several months with Allen International, one of the world’s leading corporate identity consultancies, the re-branding retains the overall form of the original ‘gateway’ logo but includes several modifications that include a reworking of the arch, which now incorporates dual green tones and stronger references to Islamic craftsmanship and architecture,” he said. “The name Al-Ahli, which means ‘family,’ has been incorporated on the right of the gateway to more closely identify the bank with its customers, the Saudi community,” he added.
“We have used Al-Ahli as our communications name. Al-Ahli is our identity; this is what customers call us and we decided to be closer to their needs by using this name. This means that the new gateway is positioned centrally between the words, which are now underlined boldly in orange, a color adding dynamism and modernity in line with the bank’s direction,” the general manager said. “The new identity projects an image of change, quality, and understanding of cultural needs, but first and foremost it represents a gateway to the future. Over the past five years, NCB has recaptured its position as the leading bank in Saudi Arabia and across the region, and is now looking to consolidate this market dominance through continued innovation in consumer, corporate and Islamic banking,” he said.
“The new logo follows NCB’s strong financial performance during the bank’s 50th year in 2003 and represents the beginning of a new chapter in the bank’s history.”
“A strong brand image will enable existing and potential customers to clearly identify NCB’s products and services and the new logo will feature in all marketing and information materials and be prominently displayed in the bank’s 252 branches throughout the Kingdom,” he said.
Due to liberalization of Kingdom’s economic policies more foreign banks are expected to enter into the Kingdom. When asked how NCB will cope with this situation, Shayif said: “We welcome competition. Competition keeps us awake and alert and we like to confront challenges. It is healthy and it benefits customers.”
Shayif highlighted that the new branding would be underpinned by strong operational performance. In 2003, NCB reinforced its reputation as the most innovative, client-oriented bank in Saudi Arabia through launching the first trade finance Internet service in the Kingdom, Al-AhliTrade; the first Islamic credit card, Tayseer Al-Ahli; and the Oryx Multi-Strategy Fund, the first hedge fund offered by a Saudi bank.
Other operational highlights included the introduction of eCorp, an Internet cash management system for corporate customers, and a People Review process to identify and develop talented Saudi nationals.
“NCB’s strong focus on developing its staff will continue. It is our intention to make NCB a sought after place to work, plus our people are supported by efficient internal processes, making it the best bank for customers, and strong financial performance will then follow,” he added.
