Re-branding: Union Bank underlines simplicity, looks at future
Most companies are not only looking forward but they are positioning for the future. This is part of what informed one of the oldest and most respected banks in West Africa, Union Bank to unveil a new brand identity last week.
In the logo, the bank maintained its iconic white stallion, which represents strength and passion but it is now designed to be in motion cantering forward with energy and dynamism. The bank also introduced a modern typeface and updated the colour to a fresher and more vibrant blue. It also included patterns to infuse a contemporary feel to the overall identity.
The bank also changed its pay off line from Big, Strong, and Reliable which it has used for decades to building a simpler, smarter bank. The bank said the refreshed brand is in line with its strategic ambition to become a highly respected provider of quality financial services in Nigeria.
Speaking at the unveiling of the new identity, the Chief Executive Officer and Managing Director of Union Bank, Emeka Emuwa, said “We believe that critical milestones we have achieved in the past three years have laid a solid foundation for us as a bank. The launch of this refreshed identity signals a new phase in Union Bank’s transformation as we set our sights on attracting a new base of customers while remaining focused on providing simple and smart banking solutions to all our customers.”
Union Bank has been a trusted name for Nigerians for nearly a century and we will continue to leverage our heritage as we embrace a rapidly changing world, Emuwa continued.
Also speaking at the event, Chairman of Union Bank, Udoma Udo Udoma, said, “I am very proud of the strides the bank has made during my time as Chairman and I commend the Board, Management and Staff on their hard work over the years and I am sure the Bank will continue to succeed as it embarks on a new phase with a refreshed brand identity.”
Speaking about the new identity, Head, Corporate Affairs & Corporate Communications, Ogochukwu Ekezie-Ekaidem said: “Union Bank is one of the longest standing financial institutions in Nigeria and our new identity pays homage to our past and carries with it our proposition for the future. In developing the new identity, remaining true to our brand proposition of simplicity was foremost in our minds.
Since 2012, under the leadership of Emuwa, Union Bank began rebuilding its banking business by redefining its business model, rebuilding its technology and physical infrastructure and reengineering its work force. During this time, Union Bank has rolled out a new banking platform, Oracle FlexcubeUBS 12.0, and launched Smarter Banking Centres targeted at the technology savvy customers looking for convenient banking service. The bank has also built a state of the art data centre and a new Central Processing Centre to streamline its branch operations and enhance customer service.
With the launch of a new identity, Union Bank is now focused on delivering on its promise to make banking simpler so its customers can focus on the things that matter most to them.
The Union Bank of Nigeria has a long and proud history dating back to 1917, when it first opened its doors for business as the Colonial Bank. In 1925 it was bought by Barclays, becoming Barclays Bank Dominion, Colonial and Overseas which it remained until the early 1970s.
In 1971, Barclays incorporated the bank locally in Nigeria as Barclays Bank of Nigeria plc and sold a significant shareholding to the Federal Government and the Nigerian public. In 1979 the banks name was changed to the Union Bank of Nigeria plc, to reflect the change in its ownership structure.
In the early 1990s the Nigerian Government started a policy of privatisation of state owned assets, which resulted in 1993 in both the Government and Barclays selling their remaining stakes in the bank to the public at large, thus creating a truly publically owned bank.
Daniel Obi