FirstBank of Nigeria Plc has explained why it redesigned the elephant icon in the new brand identity. Its brand handlers said the removal of the elephant body was meant to change the perception that the elephant is sluggish. Really??
The bank’s Head, Marketing and Corporate Communication, Mrs. Folake Ani-Mumuney said the body has been replaced with the banks’ name, signifying people as the driver of its brand. The bank, she said, was poised to be consumer-centric with service excellence built on a new campaign direction, You First.
However, with the raising of the elephant head, forward raised-led Ani-Mumuney said the refreshed identity is the bank’s new commitment to serve the customers better and also expand their service to other countries as a global brand of 120 years banking operation.
“We have, however, re-ignited this iconic symbol with a number of enhancements that communicate a robust evolution relevant to today. The raised head of the elephant in our refreshed identity is our promise to all customers that with us in their corner, every financial challenge they face, they can face with their head held high. The deep blue colour represents momentum, innovation and evolution. The raised foot of the elephant is a promise that we will always put our best foot forward for each and every one of our customers,” said.