Bahrain-based BankMuscat International (BMI) unveiled a refreshed brand name - BMI Bank - and accompanying corporate identity.

Announcing this new identity, chief executive officer Andrew Bainbridge said: 'I am delighted to unveil our new Brand - BMI Bank that contains a rejuvenated look and feel in its visual identity.'

'With our ambitious drive for expansion and growth throughout emerging markets, the time had come for BMI to visually convey the radical change of pace, both internally and externally.'

'The revitalised logo has retained core elements from the original logo and brought in changes that signify the boost with a fresher, lighter, more vibrant, livelier and tactile 3D feel. The idea is to express BMI's position as a now entirely customer and customer-service driven bank,' he said.

Beyond a re-energised logo, the brand also introduces a new visual brand language revolving around art.

'Art is the universal language of all people, cultures and civiliations by excellence yet it also is the most effective expression of individuality, constantly spearheading trends: two human factors that BMI Bank totally celebrate, serve and embrace,' he noted.

'As the bank head into new markets like Qatar and Seychelles it becomes imperative to connect with the customers and create your own brand identity,' said DDB Bahrain managing director and creative director Francois Bourgoin.

DDB Bahrain developed the refreshed identity.

More than ever committed to enabling those willing and able to seize today's brand new opportunities, the refreshed BMI Bank brand reaches out to all across the growing number of emerging markets it enters and serves, celebrating a shared spirit of entrepreneurship coupled with the power of cultural diversity, individuality and creativity, the bank said.-TradeArabia News Service