Late last year it was announced that Access Bank had acquired Diamond Bank and that the two banks will be merging. The merger process between the two banks has finally been completed. Access Bank recently launched and unveiled its post-merger logo. Access Bank’s new logo was revealed at a special ceremony at Eko Hotel and Suites, Lagos. At the event, Access Bank unveiled its new logo and new brand identity.
What the Merger means for Access Bank
According to a statement from the bank, the merger has been able to create a Nigerian banking powerhouse and a pan-African financial services champion. With the Merger, Access Bank has become the largest retail bank in Africa by the customer base. The bank now has over 27,000 staff across 592 branches which span across 3 continents, 12 countries and with 29 million customers as a result of the merger. According to the bank, the banks were merged to better serve their customers. The new merger will put customers at the forefront as well as the economy.
Mr Rob Giles, Access Bank Adviser, Retail Banking spoke about the merged bank and its products. He stated that Diamond Bank products such as Diamond Extra and Diamond Exclusive would maintain their names in the new bank. According to Giles, the new bank would ensure seamless service delivery to all its customers. He stated that customers would have more access to international banking. Giles also mentioned that the new bank would be more positioned to give more credit to SMEs. According to Giles, the bank would deliver enhanced value to shareholders while maintaining seamless service delivery.
About Access Bank’s New Logo and New Brand Identity
At the unveiling event, the bank’s Executive of Personal Banking Mr Victor Etuokwu spoke about Access Bank’s new logo and its brand identity. Etuokwu spoke about how Access Bank’s new logo puts together the best of Access Bank and Diamond Bank. According to Etuokwu, Access Bank’s new logo builds on the layers of meaning that were built into two iconic brands. He talked about how Diamon Bank was youthful, vibrant and human while Access was trusted, global and fast. He stated that to properly and effectively capture the strength created through the merger, they had to draw from the essence of each logo. Etuokwu then explained that though they drew from each bank’s essence, they still decided to refresh them to create a sense of energy and forward momentum.
Describing Access Bank’s new logo, Etuokwu stated that the diamond shape which is fused into the three chevrons radiates in all directions to create layers around a core. He also stated that they retained the Access Bank typeface, colour and font. He said that the Access typeface, colour and font was complemented by the orange logo which draws from the colour palettes of both banks. Etuokwu also talked about how they retained Diamond Bank’s colour palette. They retained Diamond’s iconic green colour in the bank’s retail application. This was to ensure that there’s continuity for their retail customers. Access Bank’s orange palette used in the bank’s corporate application. This was also supposed to encourage familiarity with Access customers. At the event, Access Bank also revealed its new brand promise. The new brand promise is: “access. more than banking. This is more than a tag line. It is a philosophy”.