Affin Bank refreshes logo, casts spotlight on the hibiscus

Affin Bank has refreshed its brand logo to feature Malaysia's national flower, the hibiscus, which represents courage, life, and rapid growth. This comes as it strives to become a modern and progressive organisation that is embracing a new era.

In a statement, the stigma of the hibiscus is visualised using three red dots to represent the close relationships with its customers, shareholders and employees. The five petals stand for Affin, acronymised to describe the core values of the bank. Meanwhile, the blue represents its customer centricity and loyalty to its core values, and its harmonious combination with red represents the energy and passion towards the bank's work in bringing value to its customers, people and stakeholders.

https://twitter.com/AffinMy/status/1322720054547533829

According to Affin Bank, the logo's evolution represents the bank’s organisational metamorphosis to emerge as a modern financial institution of the future, embracing creativity and technology in the ever-changing business environment. Along with the refreshed logo is a new tagline - Always about you - which was crafted to drive loyalty and build its reputation as a creative and innovative financial organisation.

"At Affin, we strive to always connect and engage with our customers, to understand their changing needs and aspirations better. [The new tagline] represents our passion and commitment to the community we operate in, enabling us to quickly respond to changes and provide a personalised experience," the bank said in the statement.

Furthermore, Affin said people are at the heart of what it does and remains the focus of its customer-centric culture. Hence, the tagline is also reflective of the initiatives it takes in understanding and prioritising its stakeholders, customers, employees, and shareholders.

" As we venture through this metamorphosis journey, we are aware of their ever-changing needs and are embracing the new ways of this digital dimension. We put our hearts and minds into everything we do, to ensure that everyone we touch, receives unrivalled customer service," the bank added. A+M has reached out to Affin Bank for additional information on the new logo and tagline.

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