In its early history and until the 1970’s Banque Misr Liban, affiliated with Banque Misr-Egypt- grew to become one of the largest and leading banks in Lebanon in terms of the size of its balance sheet and its client base. After a virtual absence of nearly three decades Banque Misr Liban achieved a great recovery and reestablished its presence in the banking scene in Lebanon in 2007. Since then and during a three-year period, the Bank also cleaned up its balance sheet, largely rebuilt its systems and procedures, restructured its human resources and is proceeding with the modernization of all its facilities.
After the basic restructuring and development work that has been successfully completed at BML, and given the growth achieved in its business and profitability since 2007, the Bank needed to plan and implement all measures and steps that are necessary to grow its market share significantly in 2011 and beyond, and to improve its position in the local and regional banking industry.
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After the basic restructuring and development work that has been successfully completed at BML, and given the growth achieved in its business and profitability since 2007, the Bank needed to plan and implement all measures and steps that are necessary to grow its market share significantly in 2011 and beyond, and to improve its position in the local and regional banking industry.
Brand Strategy
We proposed a new brand strategy for BML, aimed at entrepreneurs and a new promise that highlights the similarity between its banking initiatives and the motivation of its (new) customers. We decided to dilute the line that usually draws a bank apart from people and re-positioned BML under a new promise: “We believe in you” where the bank joins venture with its customers to achieve the next steps.
We proposed a new brand strategy for BML, aimed at entrepreneurs and a new promise that highlights the similarity between its banking initiatives and the motivation of its (new) customers. We decided to dilute the line that usually draws a bank apart from people and re-positioned BML under a new promise: “We believe in you” where the bank joins venture with its customers to achieve the next steps.
Brand Identity
In order to stay in line with this new strategy we re-designed BML’s logo and brand image. The Latin name of the Bank in the old logo mixed languages and failed to become a reference to the institution. There were too many components in the old logo so we suggested the usage of an acronym alongside the Arabic typography which now also acts as an iconic reference to the Arabic roots of the Bank. This simplified version of the logo is now creating a strong impact and direct recognition of the brand in its new launching process. A new brand architecture was also proposed to BML. The strategic communication unfolded into a set of visual elements that allowed for a variety of expressions within a homogenized brand.
In order to stay in line with this new strategy we re-designed BML’s logo and brand image. The Latin name of the Bank in the old logo mixed languages and failed to become a reference to the institution. There were too many components in the old logo so we suggested the usage of an acronym alongside the Arabic typography which now also acts as an iconic reference to the Arabic roots of the Bank. This simplified version of the logo is now creating a strong impact and direct recognition of the brand in its new launching process. A new brand architecture was also proposed to BML. The strategic communication unfolded into a set of visual elements that allowed for a variety of expressions within a homogenized brand.