Union Bank Rebrands, Targets New Generation of Customers

Union Bank of Nigeria Plc has unveiled a new brand identity as part of its transformation and innovation agenda, even as it changed its pay off line from “Big, Strong, and Reliable “to” Building a Simpler, Smarter Bank”.

The move, according to Union Bank, was in line with it’s strategic ambition to become a highly respected provider of quality financial services in Nigeria.

Speaking at the unveiling of the new identity in a ceremony held in Lagos, the Chief Executive Officer/ Managing Director of Union Bank, Mr. Emeka Emuwa, said: “We believe that critical milestones we have achieved in the past three years have laid a solid foundation for us as a bank. The launch of this refreshed identity signals a new phase in Union Bank’s transformation as we set our sights on attracting a new base of customers while remaining focused on providing simple and smart banking solutions to all our customers.”

Emuwa pointed out that Union Bank had been a trusted name for Nigerians for nearly a century, saying that the bank would continue to leverage on its heritage as it embraces a rapidly changing world.

Also speaking at the event, Chairman of Union Bank, Senator Udoma Udo Udoma, said: “I am very proud of the strides the bank has made during my time as Chairman and I commend the board, management and staff on their hard work over the years and I am sure the bank continue succeed as it embarks on a new phase with a refreshed brand identity.”

The highlight of the brand launch event was the unveiling of a massive replica of Union Bank’s iconic white stallion in its new form and Union Bank’s new logo.

Speaking further about the new identity, Head, Corporate Affairs & Corporate Communications, Ogochukwu Ekezie- Ekaidem said as one of the longest standing financial institutions in Nigeria, the new identity pays homage to Union Bank’s past and carries with its proposition for the future.

“In developing the new identity, remaining true to our brand proposition of simplicity was foremost in our minds. Our iconic white stallion, which represents strength and passion, is now in motion, cantering forward with energy and dynamism. We have introduced a modern typeface and updated our colour to a fresher and more vibrant blue. Finally, we have included patterns to infuse a contemporary feel to the overall identity,” she concluded.

Since 2012, under the leadership of Emuwa, Union Bank began rebuilding its banking business, by redefining its business model, rebuilding its technology, physical infrastructure and re-engineering its work force.

During this period, the bank has rolled out a new banking platform, Oracle FlexcubeUBS 12.0, and launched Smarter Banking Centres targeted at technology savvy customers looking for convenient banking service. The bank has also built a state-of-the-art data centre, and a new Central Processing Centre to streamline its branch operations and enhance customer service.