Abu Dhabi Islamic Bank, today unveiled its new brand identity in line with its vision to become a top tier global Islamic financial services group and to deliver on its mission of providing "Islamic financial solutions for the Global community".

ADIB also introduces a new slogan that captures its commitment to provide world-class, ethical banking based on its core values, "Banking as it should be".

The ADIB brand identity, an evolution from the previous one, brings to the fore its core values. These core values are: Simple and Sensible, Transparency, Mutual Benefit, Hospitality and Tolerance and Shari’a inspired.

The brand identity reflects ADIB’s focus on service quality through the 3D feature - while the glass-like look stands for transparency. The circle shape signifies simplicity and accessibility but also indicates ADIB’s regional expansion and international expertise.

The ’Eastern’ position of the star is inspired by its mission - Islamic Financial Solutions for the Global Community. The different shades of blue signify welcoming customers of different backgrounds. And finally, the two overlapping crescents symbolize partnership and mutual benefit, a reminder that customer success is ADIB’s success while the crescent represents ADIB’s commitment to Shari’a as its foundation.

Unveiling the new brand identity, Tirad Mahmoud, CEO of ADIB, said: "ADIB is re-launching its brand identity as a symbol of a new promise. We are changing the face of ADIB in line with our vision. We are proud of our legacy and want to build on the foundation of trust that our customers and partners have placed on the ADIB brand over the years".

With this re-branding, we renew our focus on the customer and on service quality. We are improving our network, products and service delivery. This is evident in the way we have redesigned branches to increase interaction with customers, the alternative banking channels internet and mobile banking, the 24-hour online customer terminals that offer a range of banking services and the way we respect and welcome our customers".

Following today’s unveiling of the new brand, changes to ADIB’s identity will be visible almost immediately. Branch signage, ATMs and the bank’s marketing, sales and communication materials will be given a consistent look and will be branded with the ADIB English and Arabic logotypes.

"We look forward to enhancing our customer relationships as we jointly contribute to the next chapter of the ADIB story. Our commitment to Shari’a-inspired banking heralds an exciting future for the bank, recognising the universal need for a financial system based on moral values and principles. We intend to make things easy for people and that to us means banking as it should be." concluded Tirad.

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