The Star, Tuesday April 18, 2006
By NICK LEONG

KUALA LUMPUR: Affin Bank Bhd has launched its new corporate identity as part of its rebranding exercise.

Chairman Gen (rtd) Tan Sri Ismail Omar said the logo marked the beginning of bold steps by the bank to position itself as “a medium-sized bank of prominence.”

“The new logo is fresh and open and demonstrates forward momentum. It shows that we are focused, resilient and progressive, and that we are constantly increasing our knowledge and skills to serve our customers better,” he said at the launch yesterday.

The new logo reflected Affin Bank's new banking concept of “Banking Without Barriers,” he said, adding that to reflect the concept, four branches at Bangsar, Putrajaya, The Curve and Sitiawan had been transformed into customer service centres.

The Affin logo
“Renovations to convert two more branches at Wisma Pelaut in Penang and Wisma Getah in Kuala Lumpur are nearing completion,” he said.

In launching the logo, Deputy Prime Minister Datuk Seri Najib Razak said new measures introduced by Affin Bank were “revolutionary.”

Ismail said renovation works to replace the old logo with the new one would start in stages, beginning with branches at main locations.

The entire process is scheduled for completion by the first quarter of 2007.

Ismail said Affin Bank was shocked to receive 15,770 entries for its logo design contest.

“The winning logo was decided by our employees to promote a spirit of participation and sense of ownership,” he said.