Bahraini retail and commercial banking institution, BMI Bank, on Saturday unveiled its refreshed brand identity under a new tag line, ‘better, together’, strengthening its position as an entirely customer and customer-service driven bank.

Commenting on the new brand, Jamal Al-Hazeem, chief executive officer said, "BMI Bank is a vibrant and dynamic brand with a strong reputation amongst customers as well as within the banking community."

"In a relatively short time, the bank has managed to root itself within Bahrain through the introduction of award winning online platform, core banking system, enhanced network of branches and ATMs, a community-focused corporate social responsibility program as well as through the introduction of various unique and innovative products and services."

"In line with our commitment to being a customer-centric and market-driven bank, it was the ideal opportunity to refresh our brand to reflect the transformation of our philosophy of togetherness both internally and externally with our customers which is at the very heart of our operations," Al-Hazeem added.

‘Better, together’ is the natural evolution of our current tag line and will form the source of inspiration for all our future communications, remarked the BMI chief.

The new visual identity reinforces the name of the bank while establishing a strong yet distinct brand using a new color palette, he explained.

"The dark blue used in  logo makes for a strong, assertive and reassuring color whilst the red, which is a new color to our Bank, brings in passion and charisma reiterating our strong anchorage as a Bahraini Bank,"  Al-Hazeem added.

According to him, the bank will now embark on a comprehensive rebranding exercise based on a phased implementation plan to rebrand the business.

"The first phase will encompass external signage on all its branches and ATMs as well as corporate stationary, while other retail collateral including its debit and credit card as well as cheque books rolling out under phase two which will also showcase a new look group website," he added.-TradeArabia News Service