The three key elements of the banking group’s identity remains -- the name Maybank, the Yellow colour and the Tiger head symbol.
The decision to have a refreshed corporate identity which was more modern and up-to-date, was also driven by its mission to “Humanise financial services across Asia”, Maybank said.
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“It incorporates a more noble, majestic rendition of the tiger to further demonstrate the bank’s strength and leadership especially in the region,” the banking group said.
Datuk Seri Najib Tun Razak launched the refresh corporate identity – which was to humanise the brand with a contemporary and approachable logo -- at Menara Maybank.
Also present at the launch were Maybank chairman Tan Sri Megat Zaharuddin Megat Mohd Nor, president and chief executive officer Datuk Seri Abdul Wahid Omar and other board members and senior management at a staff Aidilfitri celebration attended by about 5,000 employees
On the current brand which had been in place since 1993, Megat Zaharuddin explained: “Lots of people love it, but many feel we are not keeping up with all stakeholders across our region.”
“What we have come up with is a refreshed Maybank brand that embodies our aspirations - a regional leader in humanising financial services - and how our values are manifested into the brand attributes. These would translate into our shared personality,” he added.
Megat Zaharuddin added Maybank had grown even bigger in the region now with the recent acquisition of Kim Eng Holding and the organisation's buzz was attracting more talents.
“Since coming out of the depth of 2008 global financial crisis, we've delivered total shareholder returns of 37.1% and 28.1% respectively in our last two financial years. And just weeks ago, we announced yet again record profits of RM4.45 billion,” he added.
He also said the refreshed corporate identity was to reflect Maybank’s personality which was courageous, genuine, creative, empathetic and collaborative.
He added it was a move to reaffirm the bank’s commitment to serve its stakeholders and encourage them to share in a new experience as the bank moved forward.
Wahid said in coming up with the refreshed corporate identity, the views from various stakeholders including the employees were sought.
“It became very clear that the stakeholders want the three key elements of our identity to remain, that is the name Maybank, the Yellow colour and the Tiger head symbol. The refreshed corporate identity is timely to reinforce the significant progress we have made and the impending rebranding of our newly acquired entities.”
The contemporary, friendly typeface of the new corporate identity represents the human character of the brand. The Kievet Family was chosen as it is clean, crisp and easy to read with uniquely crafted letterforms.
Written by Joseph Chin of theedgemalaysia.com
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