Al Rajhi Bank Corporate identity
| Fact |
Value |
| Contact |
Dubai |
| Client |
Al Rajhi Bank |
| Project |
Corporate identity |
| Industry |
Financial Services |
| Timeline |
17 Months
Jul 05 - Dec 06 |
| Services |
Brand Architecture
Brand Naming
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Information Design
Brand Audit (including VISEQS)
Competitive Analysis
Brand Positioning
|
| Team size |
6 The Brand Union
4 Client |
Saudi banks are among the most profitable in the GCC banking sector. In 2005, their return on average assets was at 4% and their return on average at 33.1%.
Islamic banking is consistent with Islamic law (Sharia) principles and guided by Islamic principles. In particular, Islamic law prohibits usuary, the collection and payment of interest, also commonly called riba in Islamic discourse.
In addition, Islamic law prohibits investing in businesses that considered to be unlawful, or haraam, such as businesses that sell alcohol or pork, or businesses that produce media such as gossip columns or pornography, which are contrary to Islamic values.
Al Rahji Banking and Investment Corporation is the largest global Islamic bank with 500 branches throughout the Kingdom of Saudi Arabia.
Recent changes in the financial sector in Saudi, with the opening up of the banking and insurance sector to foreign investors, have compelled Saudi banks to compete against globally renowned bank brands in their own country.
Additionally, as one of the biggest names in Islamic banking, Al Rajhi Bank sought to capitalise on the global growth and recognition of Islamic banking.
Our new personality and image accurately reflect the bank and its mission - now and into the future
Moh’d Aba Alkheil, Marketing and Branding Manager, Al Rajhi Bank
The bank needed to make the brand relevant to a global audience while maintaining and growing its rich heritage and loyal following in the Kingdom of Saudi Arabia.
Locally and globally competitive
It was essential that the brand we created allowed Al Rajhi Bank to continue growing in an increasingly competitive local market, while also allowing for regional and international expansion.
Moving into the future; remaining true to the past
Prior to embarking on this project, the brand for Al Rajhi Bank was inconsistent with an arbitrary mix of different visual styles and colours.
We looked at ways of making the brand more true to itself: so it could move into the future while being loyal to its past. We determined visual elements of value to retain, and those that could be disregarded.
We created a brand toolkit to allow Al Rajhi Bank to communicate across a diverse range of products and services in a consistent and coherent manner.
Embracing heritage while moving forward
The resulting brand is an evolution of the traditional identity that allows Al Rajhi Bank to compete with the leading global brands entering into the market while maintaining its status as an authentic Saudi Arabian bank. It is supported by a compelling visual language that energises the brand at every touch point.
Renewing brand promise
Through our evolution of the brand, we enabled Al Rajhi Bank brand to deliver more clearly their brand promise and positioning of a truly Islamic bank that delivers. The new brand, including the new retail environment, reflects the bank’s values as the leading Islamic bank in the region and one that delivers world-class customer services.
“We are very pleased with the new personality and image that The Brand Union has created and we believe that this accurately reflects the bank, its mission now and into the future,” says Al Rajhi Bank’s Marketing and Branding Manager Moh’d Aba Alkheil.
We reconstructed several aspects of Al Rajhi’s identity, including their brand name. Formerly known as ‘Al Rajhi Banking and Investment Company’ we shortened it to ‘Al Rajhi Bank’ in English and to ‘Masraf Al Rajhi’ in Arabic. Masraf is the Arabic translation for 'the word bank' and it is not used by any other bank in the Kingdom of Saudi Arabia. This name was designed to simply reflect the attachment of Al Rajhi Bank to its roots. Also, the use of the simple modern treatment of the typeface and the icon in Al Rajhi Bank’s new identity communicates a timeless reflection of Al Rajhi Bank looking to the future, while respecting its Islamic values.
The resulting brand is an evolution of the traditional identity that allows Al Rajhi Bank to compete with the leading global brands. According to the 2006 Global 100 Banking Brands Index, an annual review of the top banking brands in the world by independent brand valuation consultancy Brand Finance, Al Rajhi Bank is ranked at number 69 with a brand rating of A+.