Access Bank Plc, a Nigerian banking powerhouse, will now become the largest bank in Nigeria by customer base following the just concluded merger with Diamond Bank, an ailing Nigerian bank.
With the merger, Access is now a bank with 27,000 staff across 592 branches, spanning three continents, 12 countries and with 29 million customers.
The deal, which was agreed last year, and finalized in March 2019, has seen Access rebrand its corporate image to incorporate some vital essence of Diamond’s.
The new visual identity, according to local business analysis platform Nairametrics, fuses together the best of Access Bank and Diamond Bank. It builds on the layers of meaning that were built into two iconic brands. Diamond Bank’s was youthful, vibrant and human. Access Banks’s was trusted, global and fast. Bringing them together to capture the strength created through the merger meant drawing from the essence of each logo but refreshing them to create a sense of energy and forward momentum.
In addition to the new logo, there is a new brand promise: access. more than banking. This alludes to the Bank’s continuous promise of providing African businesses with access to intra-Africa trade and global markets while giving budding entrepreneurs the tools to build a business. Offering families the opportunity to realize their dreams.
Access Bank will be looking to exploit the retail strength of Diamond Bank while leveraging its depth and experience in the larger corporate space in forming a formidable banking outfit that will compete with the biggest players such as GTBank and Zenith Bank.