Boubyan Bank Launches Its New Brand Identity
Al-Tuwaijri: The New Brand Identity Copes with Our Achievements, and Our Ambitions to Be the Leading Islamic Bank That Excels in Innovating Top-Tier Financial and Digital Solutions

Boubyan Bank announced the launch of its new brand identity titled “Imagine the possibilities”. The launch is aligned with the bank’s success and achievements over the past years as well as its ambitions for the future. 
Boubyan Bank’s CEO - Private, Consumer & Digital Banking, Mr. Abdullah Al-Tuwaijri, stated: “The rebranding process meets the needs of the bank to create a new brand identity that keeps up with its growth, while expressing the bank’s ambition and passion to build a strong relationship with customers.”
Al-Tuwaijri went on to add: “The launch of the new brand identity comes after two years of work, studies, and research, in addition to meetings and surveys that targeted a large segment of shareholders, employees, and customers with an eye on identifying the basics of upgrading the previous brand identity and defining the necessary needs to overcome ongoing global changes and challenges. One of the most important goals was to upgrade our messages to various segments of customers and stakeholders and, thus, we updated our logo, our mission, vision, and Boubyan core values.” 

** Innovative... Empowering ... Driven 
Speaking about the logo, Al-Tuwaijri elaborated: “We wanted to highlight the “Bridge” in our logo so that it may reflect Boubyan’s idea built on acting as a bridge between people, in addition to taking out the word “Bank” from our logo to reiterate the idea that Boubyan goes beyond merely being a bank to represent a “complete lifestyle”, while maintaining our “Towards Perfection” slogan unchanged.”
He went on to add: “The bank’s mission is now about ‘fulfilling lives and driving prosperity for people’, while our vision is for Boubyan Bank ‘to be the leading Islamic bank that excels in innovating top-tier financial and digital solutions’. We have also redesigned and focused our Boubyan values in 3 core values revolving around being ‘innovative, empowering, and driven’. This aims at being more aligned and flexible in terms of their application across our various internal and external activities to be in line with our outlook and to reinforce our position.”
“Improving the visual identity by introducing richer and more diverse colors to the modern design aims at expanding the horizons of creativity in our advertisements and designs after a thorough assessment and collaboration among various departments at the bank, and discovering available options, and selecting the most appropriate one that aligns with other aspects of the brand in a manner that better represents it.”, Al-Tuwaijri added.
It’s worth-mentioning that the new brand was launched during the annual event held by the bank to celebrate the efforts and achievements of its employees throughout the year. The new brand will be phased in starting from next April, and it is expected that it will have been fully adopted by all sectors and businesses at the bank by 2024.