Bahrain Association of Banks

New brand positioning and identity

Bahrain Association of Banks (BAB) is the voice of the Bahraini financial services sector. It lobbies government, conducts research and promotes the financial services sector as a pillar of the country’s economy.

BAB commissioned Industry to define a clear position for the organisation under a fresh, aspirational brand identity, in order to better service its existing membership and attract new members from across the Bahraini financial services sector.

A global proposition

Industry carried out extensive briefings over a three-month period with BAB stakeholders, interviewing existing members and non-members about their views of the organisation. Extensive research into the branding of similar associations, both regionally and globally, helped develop a new proposition that clearly defined BAB’s role and purpose. The resulting new visual identity sits comfortably alongside peer group banking associations around the world.

Inspired by architecture

The distinctive blue of the new visual identity reflects the vivid colour of the waters around the Kingdom of Bahrain. The letterforms are balanced, contemporary and distinctive – with the ‘A’ echoing the dynamic architectural forms seen across Bahrain, which are recognised and admired the world over.

A proud heritage

Building on a proud heritage by retaining the BAB name, we’ve refined the name in Arabic, modernised the brand and encapsulated a clear vision and purpose that conveys exactly what BAB does and the vital role it plays in the growth and prosperity of Bahrain’s financial services sector.

“It was a pleasure to work closely with the Industry team. The new brand identity will amplify BAB’s role to promote awareness of Bahrain as a major banking centre and hub of financial services, with an investment-friendly jurisdiction, a cost-effective and innovative business environment and a strong and stable regulatory regime.”

Abdul Razak Al Quassim, Chairman, Bahrain Association of Banks





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