KUALA LUMPUR: Affin Bank Bhd has introduced a new look and identity with a refreshed version of its 45-year Bunga Raya heritage as its new logo.
It represents the beginning of Affin Bank's metamorphosis to be a modern and progressive bank.
President and group chief executive officer Datuk Wan Razly Abdullah Wan Ali said the refreshed logo is a visual statement of its vision, values, strength, service and integrity.
"In conjunction with the bank's 45th anniversary, we take our heritage forward with a brand-new look and identity to represent our transformation to emerge as a modern financial institution of the future.
"This is the best time to rethink our purpose to deliver customer value in the present and as we evolve to create value in the future," he said in a statement.
Wan Razly said the logo's evolution represents Affin Bank's transformation into a progressive bank of the future by embracing technology and adapting amidst an ever-changing business environment.
"We believe the new corporate identity projects our brand in delivering unrivalled customer service and creating value to our stakeholders," he said.
The new logo is a modernised version of the Bunga Raya, Malaysia's national flower which symbolises courage, life, and rapid growth.
The hibiscus, which has been the origin of the Affin Bank's past logos, was transformed into a modern emblem.
The blue represents the bank's customer centricity and loyalty to its core values and its harmonious combination with red that signifies the energy and dedication towards its work in bringing value to its customers, people and stakeholders.
The five petals stand for AFFIN, acronymised to describe the core values of the bank as an organisation that is always innovating, adapting, placing our customer first and emphasising integrity as its foundation.
Affin Bank also announced its new tagline, Always About You, representing its passion and commitment to the customers and enabling it to quickly respond to changes and providing personalised experience to its customers.
"At Affin Group, we strive to always connect and engage with our customers, to understand their changing needs and aspirations better.
"Our people are aligned to our values of customer centricity, creativity and value creation. "Always About You", was crafted to drive loyalty and build our reputation as a creative and innovative financial organisation.
"Our people are at the heart of what we do and remain the focus of our customer-centric culture, to ensure that everyone we touch, receives unrivalled customer service," said Wan Razly.
With close to 7,000 strong employees, 110 branches covering the whole country, Affin Bank is 45- year young as it takes a shared language of collaboration, a connected ecosystem, and a human approach.
"Each one of us comes from all walks of life, which signifies great diversity within the group. Through diversity comes innovations and the new identity introduced today symbolizes the way we work and collaborate with our stakeholders, producing more positive, meaningful impacts as a progressive, boutique financial institution in the country," he added.