Enterprise IG helps Al Rajhi Bank to upgrade their brand identity

Over recent years, there have been significant changes in the financial sector in the Kingdom of Saudi Arabia, with the opening up of the banking and insurance sector to foreign investors. There has also been the additional penetration of value-added services such as investment and saving services.

Based in the Kingdom of Saudi Arabia, Al Rajhi bank is a leading banking and investment group and a leader in Islamic banking in the world. With 400 branches in the Kingdom and experiencing a healthy growth, Al Rajhi Bank needed to structure their brand offerings optimally to keep building Al-Rajhi Bank in an increasingly competitive local market, and allow for regional and international expansion. They also wished to review the image of Al-Rajhi Bank brand to deliver more clearly their brand promise and positioning with an improved identity and a new retail environment that reflect the bank's values as the leading Islamic bank in the region and one that delivers on world-class customer services.

Enterprise IG 'The Global Branding Agency' has recently successfully completed this important project to create a new brand identity for Al Rajhi bank.

Enterprise IG reconstructed several aspects of Al Rajhi's identity, including their brand name. Formerly known as 'Al Rajhi Banking and Investment Corporation, Enterprise IG shortened it to 'Al Rajhi Bank' in English and to "Masraf Al Rajhi" in Arabic. Masraf is the Arabic translation for the word Bank and it is not used by any other bank in the Kingdom of Saudi Arabia. This name was designed to simply reflect the attachment of Al Rajhi Bank to its roots. Also, the use of the simple modern treatment of the typeface and the icon in Al Rajhi Bank's new identity communicates a timeless reflection of Al Rajhi Bank looking to the future, while respecting its Islamic values.

"We chose Enterprise IG as our branding consultant to develop and evolve our new corporate identity. We are very pleased with the new personality and image that Enterprise IG has created and we believe that this accurately reflects the bank, its mission now & into the future,"

said Moh'd Aba Alkheil, Marketing and Branding Manager, Al Rajhi Bank.

"We believe that our work with Al Rajhi bank has proven to be an important benchmark for us in the Saudi market and further broadens our customer base in the Kingdom where we are experiencing greater understanding of the importance and role of the brand in a business's evolution," said Hermann Behrens, Managing Director, Enterprise IG Middle East.

Enterprise IG also worked on the branding development and the brand architecture of Al Rajhi Bank, covering all aspects of their 2D and 3D requirements. This included all Al Rajhi products such as stationery, communication templates, and the entire retail environment design of their branches, ATM drive-through stations, as well as the share trading branches.

Enterprise IG has an ongoing relationship with Al Rajhi Bank, assisting strategically in the growth of their brand.