Union Bank of Nigeria Plc has unveiled a new brand identity as part of its transformation agenda, even as it changed its pay off line from “Big, Strong, and Reliable “to” Building a Simpler, Smarter Bank”.

Speaking at the unveiling in Lagos yesterday, chairman of the bank, Senator Udoma Udo Udoma expressed confidence in the ability of the bank to build on its past successes and create a better new chapter which, he said comes with more commitment.

On the need for the change in logo and pay off line, the Managing Director and chief executive of Union Bank, Emeka Emuwa said the strong belief of the management and staff of the bank in its potentials had informed the desire to bring it back on the track of success.

He stated that the bank had embarked on developing a transformation strategy hinged on its people and technology so as to return Union Bank to its glorious days and make it a highly respected financial institution in the country.

“We believe that critical milestones we have achieved in the past three years have laid a solid foundation for us as a bank. The launch of this refreshed identity signals a new phase in Union Bank’s transformation as we set our sights on attracting a new base of customers while remaining focused on providing simple and smart banking solutions to all our customers”, Emuwa said.

Commending the efforts of the management and staff of Union Bank, Udo Udoma, said, “I am very proud of the strides the bank has made during my time as Chairman and I commend the Board, Management and Staff on their hard work over the years and I am sure the Bank continue succeed as it embarks on a new phase with a refreshed brand identity.”

Explaining the bank’s new logo which is a replica of Union Bank’s iconic white stallion in its new form head, Corporate Affairs & Corporate Communications, Ogochukwu Ekezie-Ekaidem said “in developing the new identity, remaining true to our brand proposition of simplicity was foremost in our minds. Our iconic white stallion, which represents strength and passion, is now in motion, cantering forward with energy and dynamism.

“We have introduced a modern typeface and updated our colour to a fresher and more vibrant blue. Finally, we have included patterns to infuse a contemporary feel to the overall identity,” she concluded.