ADB Unveils New Corporate Identity

ADB MDThe Agricultural Development Bank (ADB), yesterday outdoored its new corporate identity in line with its restructured operations to offer enhanced services to the agricultural and various sectors of the economy.

The new logo, which the bank said demonstrates its renewed commitment to national developmental ideals, is a major part of the implementation of a rebranding and expansion strategy to make the bank more competitive.

In addition, the expansion plan is to enable the bank to be abreast of modern trends in banking and financial services industry, while keeping to its mission of being a leader in agriculture financing.

“We are through the launching of a new logo and identity, embarking on a new era of banking excellence and a renewed support for the nation’s development agenda,” said Stephen Kpordzih, Managing Director of ADB at the launch in Accra.

He explained that the new logo reflects a deep will within ADB to keep up with modernity and evolution.

Touching on the need for a new corporate image, he noted that on account of significant national and international recognition received by the bank, “ADB has evidently outgrown its old identity, hence, the need to refresh its identity, improve its look and feel, and present its modern face to the country and the world at large.”

“Our name, values, mission and purpose remain unchanged,” he said, explaining that the “new logo is part of a broader initiative to clearly define ADB as a modern institution and set out a new ambition for the future.”

According to Mr. Kpordzih, ADB from 2010 embarked on a change agenda which had transformed the bank in the areas of infrastructure, internal processes, business model, products and channels, human resource skills, branch outreach and external looks, among others.

“On the strength of this remarkable transformation, ADB continues to receive recognition and commendation through local and international awards from reputable organisations and bodies,” he said.

In 2013 alone, he said the bank won 15 awards locally and internationally, and pledged the bank’s commitment to continue to live up to expectation.

Nana Soglo Alloh IV, Chairman of ADB’s board noted that execution of the bank’s 2010-2012 strategy allowed ADB to stay true to its core business mission and also repositioned ADB as a competitive and highly efficient policy-led agricultural financing institution of choice, and a modern universal bank with a sustainable development outlook.

Currently, the bank is in the initial stage of its follow-up strategic plan for the 2014-2016 period, designed to ensure sustainable growth and profitability and build on the key successes achieved in the previous strategic plan.

He announced that a key driver in the new plan “is the injection of additional capital into the business of the bank through floatation of part of the publicly held shares of the bank and the aggressive recovery of debts owed by defaulting customers”.

“Into the future, we recognise our responsibility as a bank to our customers, shareholders, government and country, employees, and our service providers and so pledge our commitment to keep to our mission,” he said.

“To our government and country, we are committed to leveraging our skills, resources and risk expertise to build an efficient policy-led agricultural-financing institution of choice and contribute to the building of a strong national economy,” the Chairman added.

Unveiling the new logo on behalf of Mr. Seth Terkper, Minister of Finance, Mr. George Kweku Rickett-Hagan, Deputy Minister of Finance, commended the management of the bank for the initiative, saying that the rebranding would enable ADB to attract new customers and widen their footprint in the banking industry.

The banking sector, he noted, has become increasingly competitive with new banks getting licensed, while others continue to develop new and superior products and services to meet customer expectations.

The minister lauded the contribution of ADB to national development, and assured it of government’s continuous support and cooperation. By Edmund Mingle

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