In a bid to consolidate its position in the banking sector of Africa’s second largest economy, Diamond Bank Plc revealed plans to open 70 more branches across Nigeria, as it unveiled a new corporate identity.

In a statement announcing the decision to rebrand the Diamond bank identity, the bank’s Head of Corporate Communications, Ayona Aguele-Trimnell, said that while the green in the new identity symbolises growth, the red stands for vibrancy while the orange colour illustrates “passion of our people” and the blue – the bank’s commitment to innovation.

“What we have done with our corporate identity is to refresh elements of our brand look and feel to identify with our growing customer base and usher in a period of renewed focus and commitment to our business. “Our colours reflect the bright optimistic colours of the Diamond spectrum using green as a base colour with complimentary colours of red, orange and blue.

“These colours also bring us closer to our customers by making us more visible and accessible in the market place as the Bank consolidates its leadership in the retail banking segment.”

“Our new visual identity re-affirms our commitment to delivering improved profitability and growth for all stakeholders as well as providing our customers with innovative products and services to meet their banking needs. We are a bank that partners with our customers and support them in the achievement of their goals,” she added.

With the new brand identity, Diamond bank aims to achieve greater customer-service delivery impetus while helping the bank bond more with the banking audience.

The Group Managing Director/Chief Executive Officer, Diamond Bank, Alex Otti who unveiled the bank’s new corporate logo yesterday, said, the decision to rebrand was to facilitate the brand’s goal to be the number one bank in the next five years.

“Our new identity would equally help us consolidate on our current market leadership in the retail banking segment. Going by the nature of this market segment, there is a need to remain visible both in the local and global market place,” he added.

Otti further stated that managers of the brand believed that the rebranding exercise would not only serve to provide an added momentum for the upward trajectory that the bank had embarked upon, but would also enhance its performance as it moves from a quasi-conservative bank to a more active player in the banking industry.

Meanwhile the bank MD disclosed that the bank will be opening about 70 new branches before the end of 2013.

“Before the end of next quarter, we will add not less than 30 new branches that are under construction today. By the end of next year, we should have 40 more. So hopefully, in another two years, we would meet the target of 300 branches.”

“I am sure that by the time we deploy this new brand, you will find us more in your neighbourhood.”

The bank director assured that the introduction of the new identity would herald a new beginning in the bank’s performance as a corporate organisation.

According to him, what the bank has done with its corporate identity is to refresh the elements of its brand look and identify with its growing customer base to usher in a period of renewed focus and commitment to its business.


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