By Princewill Ekwujuru

First Bank of Nigeria, FBN Plc has explained that the removal of the elephant’s body in its corporate  logo was meant to change the perception that the bank is sluggish as the elephant.

The  Head of Marketing and Corporate Communication, Mrs. Folake Ani-Mumuney, who gave insight into the logo,  said the body of the elephant has evolved as the bank’s name signifies that customers of the bank drive the brand.  This new trend has positioned the bank as a consumer-centric bank with service excellence built on a new campaign direction; ‘You First.’

Analysing the new brand icon of the bank, Ani-Mumuney said, with the elephant’s head raised, forward raised-leg and eyes raised, signifies a focused and forward looking bank. Ani-Mumuney however said that the refreshed identity is the bank’s new commitment to serve customers better and also to expand its service to other countries as a global brand that has operated in the banking sector for 120 years.Continuing, she said:

“We have re-ignited this iconic symbol with a number of enhancements that communicates a robust evolution relevant to today’s banking business. The raised head of the elephant in our refreshed identity is our promise to all customers that with the bank by them every financial challenge they face, they can face with their head held high. The deep blue colour according her represents momentum, innovation and evolution. The raised foot of the elephant according to her  is a promise that the bank will always put its foot forward for each and every one of  its customers.