by Paul Osas
First Bank of Nigeria Plc has explained the rationale behind the redesigned logo with the elephant icon body replaced with the banks’ name, signifying people as the driver of its brand.
Its brand handlers said the removal of the elephant body was meant to change the perception that the elephant is sluggish.
“We have, however, re-ignited this iconic symbol with a number of enhancements that communicate a robust evolution relevant to today. The raised head of the elephant in our refreshed identity is our promise to all customers that with us in their corner, every financial challenge they face, they can face with their head held high. The deep blue colour represents momentum, innovation and evolution. The raised foot of the elephant is a promise that we will always put our best foot forward for each and every one of our customers,” said the bank’s Head, Marketing and Corporate Communication, Mrs. Folake Ani-Mumuney.
She said further that, “The iconic African elephant has been a robust symbol of strength and growth for FirstBank, FBN Holdings and all its subsidiaries establishing the organisation as a clear leader in the financial services industry. The elephant is the respected and instantly recognisable icon of our brand identity and as such, we have retained the elephant.”
Speaking at the unveiling, the CEO, FBN Holdings, Mr. Bello Maccido, said: “Today’s announcement of the refreshed FBN Group’s identity is an important milestone and the culmination of much hard work. We are committed to building a financial institution that consistently supports growth and that celebrates and showcases the unique characteristics of the diverse nations on our continent.”