BBAC HAS A NEW LOOK Let us tell you the story
This is the story of a journey spanning more than 60 years—one that began in 1956 and continues today. It is the story of a BBAC that has witnessed changing times—both good and bad—but that has only grown stronger through it all, becoming one of Lebanon’s prominent banks and continuing to expand locally and internationally.
Throughout this journey, one thing has always motivated BBAC more than anything else: its dedication to care. It is the cornerstone of everything the bank does and everything it stands for, hence its slogan: “Your Caring Bank” - a promise that makes sound and clear the bank’s motivations and what inspires the brand.
With the same passion that has spurred BBAC’S commitment to its stakeholders throughout the years, the bank has recently embarked on a major shift in its corporate identity and brand look under the leadership of its Chairman and General Manager, Sheikh Ghassan Assaf.
Tarek Bilal, Head of Marketing at BBAC, explained: “The launch of this new identity aims at keeping pace with the changing nature of the banking sector and its development, especially in this fast paced technological and digital era. It also comes in response to the growing customer demand and the need to invite young people—who make up the largest segment of the population—to participate in this change, thus attracting new generations of customers. In parallel, we wanted to reinforce the employees’ sense of belonging to the bank and gain the positive perceptions and behaviors of our different stakeholders while we take the bank into the next phase and reflect our progressive strategy and development and expansion plans for the future.”
“We meant for this change to reflect our modernity and openness as a bank while also preserving our 60-year legacy and achievements,” he added.
BBAC’S rebranding goes hand-inhand with a comprehensive strategy. Apart from just enhancing the image of the bank in the eyes of the public, this transformation will also be accompanied by internal changes touching on the efficiency and effectiveness of its business, staff morale, customer relations and the quality of goods and services and how they are delivered across different touch points.
“While it’s too early to measure the rebranding’s impact, we are already seeing more interest in the bank within our market as well as a more focused culture at the bank. It definitely
We meant for this FKDQJH WR UHÁHFW our modernity and openness as a bank while also preserving our 60-year legacy and achievements.
We decided on this symbol because our clients are what is most important to us, and our principle focus has always been to listen, understand and guide…
strengthens the mission and organically advances our long-term objectives, including continued growth and expansion, and we look forward towards the future with excitement,” said Bilal.
BBAC’S NEW LOOK
Since the day BBAC was established, it has remained dedicated to care by building its legacy on human values - values that serve as the foundation of every one of the bank’s decisions, conversations and interactions, helping it navigate challenges and anchoring it to what matters most: doing the right thing.
“What has always differentiated us at BBAC is that we truly care about people. We put our stakeholders first, coming through for them when they need us most and going above and beyond to do what is right. This has helped us build lasting and close relationships with our stakeholders, especially our clients,” asserted Bilal.
BBAC has redefined the traditional relationship banks have with their clients, incorporating care in its culture and making it its daily mission. This, in turn, has resulted in a dynamic of comfort, trust and belonging between the clients and the bank.
BBAC’S new identity celebrates the strong relationships the bank has with its clients, staff, shareholders and greater community; one that launches BBAC into the next era with the same heart and stamina that have always defined the brand and shaped its past successes.
At the heart of BBAC’S new identity is a symbol that embodies the bank’s human-centric culture of care and tells the story of its personal relationships with its stakeholders, especially clients, while reflecting a modern, fresh and friendly image. The interlocking circles portray pure equality between two true partners, and fully embrace care as a shared value and brand pillar. With BBAC represented in blue, and the client in aqua, these partners are seamlessly connected in an embrace where each one is at the center of the other’s universe, and where they both bring value to one another and grow together in mutual harmony.
“We decided on this symbol because our clients are what is most important to us, and our principle focus has always been to listen, understand and guide, offering products and services that revolve around them and their changing lifestyles and needs. This has placed us at the center of their financial world and established us as the reference that they turn to when they need support along their financial journeys,” asserted Bilal.
Because the circle is a symbol of inclusion, the new logo raises the brand’s profile further toward its unchangeable commitment of care. Moreover, the logo implies mobility and a new dimension, but also denotes innovation.
“BBAC’S formula for success starts and ends with people because we believe that caring for each other means succeeding together. It is a simple truth that BBAC has adhered to for more than 60 years, and it is the key to a solid future,” stated Bilal.
This is the bank’s story, and its logo tells it proudly - a logo design that communicates the bank’s DNA reflected in its culture, values and strengths.
The rebrand marks a new era in the history of BBAC and reflects both the evolution of the bank, as well as its vision for the future whilst capturing the essence that makes BBAC unique and building on its illustrious heritage.
Tarek Bilal, Head of Marketing at BBAC