This document provides branding strategies and tactics for several Islamic financial institutions: - Arab Finance House aimed to introduce Islamic banking concepts while projecting genuine Islamic values and ethics. Tactics included a focused logo and signage. - Asian Finance House ("Solidarity") aimed to differentiate itself from conventional insurers and provide Sharia-compliant savings and protection. Tactics included a symbolic logo and consistent product designs. - Abu Dhabi Islamic Bank aimed to establish a strong market presence while projecting Islamic values with a modern approach. Tactics included a focused logo and branch design. - Elaf Bank aimed to portray an international image with regional origins. Tactics included an inspiring identity and marketing collaterals. - Other

1. BRANDCENTRAL FINANCIAL IDENTITIES
JULY 2009
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2. ARAB FINANCE HOUSE

3. ARAB FINANCE ThE MARKET CoNTEXT
Lebanon is an open society ready to embrace all promising concepts for the benefit of the economy. The market consists of a 50%
hoUSE Muslim segment that is keen on getting professional and competitive financial services that meet their religious beliefs.
ChANGING So far, Lebanon witnessed the growth of powerful non-Islamic banking institutions, expanding in branches and services.
PERCEPTIoN
ThE ChALLENGES
- Create an impactful introduction of the Islamic Banking concept while projecting the genuine Islamic values and ethics.
- Establish a strong presence for Arab Finance House.
- Project Arab Finance House as a dynamic and advanced banking concept that respects and works under the Shari’ah principles.
ThE TACTICS
- A focused logo launching a living-brand communicating with the target market.
- Focused stationary material.
- A launching event marketing kit consisting of a bilingual corporate profile, gift wrapping and location exposure material
- A focused signage system with consistent departments looks and a location aspect projecting the adequate identity environment.
- An innovative website design reflecting both Islamic values and modernity.

4. ARAB FINANCE
hoUSE
ChANGING
PERCEPTIoN

5. ASIAN ThE MARKET CoNTEXT
FINANCE “Takaful, in its intended spirit, becomes a worthy social cause, providing prudent financial security not only to its
policyholders, but also to the entire community”. Solidarity’s Corporate Profile
hoUSE The Islamic Takaful industry was undeveloped in Bahrain while in the region, it was mostly considered as the Islamic option for what
ChANGING is known to be regular risk protection or non-life services while in Malaysia, Europe and USA the Life Takaful was becoming a trend.
PERCEPTIoN The market started to become fervent on managing personal risk. The favorable economic outlook and the resurgence of Islam
supported by the rising income levels and the desire of Muslims to live their lives according to Shari’ah, the demand for Shari’ah
compliant products increased drastically. Solidarity was created to lead the way in providing the utmost safety and protection along
with a diverse range of prudent savings opportunities.
ThE ChALLENGES
- Differentiate Solidarity from existing non-Takaful conventional insurance firms and existing similar Takaful ones.
- Project a contemporary image while preserving the Islamic values and principles.
- Educate consumers on the benefit of Life Takaful products.
- Create a strong launch to lead the regional and global market of Takaful insurance industry.
ThE TACTICS
- A symbolic logo communicating the essence of Takaful.
- Contemporary stationary material
- A corporate profile
- Consistent product looks recognizable in all aspects and speaking the Master brand identity.
- A signage system in harmony with the main identity.
- An innovative website design reflecting both Islamic values and the future.

6. ARAB FINANCE
hoUSE
ChANGING
PERCEPTIoN

7. ABU DHABI ISLAMIC BANK

8. ABU DhABI ThE MARKET CoNTEXT
The 90s brought to the region the real definition of growth and immediate decisions had to be made on expanding businesses,
ISLAMIC which entailed opening new branches and subsidiaries for Abu Dhabi Islamic Bank, often in other countries. It also dictated imminent
BANK branding considerations as tangibles were easily depleted. The need for corporate cultures to build in products or services started
SETTING ThE surfacing even in the most conservative sectors.
TREND
ThE ChALLENGES
- Establish a strong market presence for Abu Dhabi Islamic Bank.
- Project the genuine Islamic values and ethics with a modern approach.
- Communicate an inspiring and inviting image to widen the client base.
- Develop marketing solutions tackling rising market needs.
ThE TACTICS
- Logo
- Focused stationary material.
- Strategically focused design, integrating effective retail interiors and environmental graphics,
was used to transform the whole branch environment into a peaceful and serene place.
- Consistent product looks that are unique in their nature.

9. ABU DhABI
ISLAMIC
BANK
SETTING ThE
TREND

10. ELAF BANK

11. ELAF BANK ThE MARKET CoNTEXT
The region’s investment market is rapidly changing. The spotlight of the world is fixed on it, and investors are looking to share
A NEW in the region’s economic and financial boom, yet at the same time maintain a healthy risk exposure. As the offers increase and
DIMENSIoN regional wealth rises, so does the level of sophistication of stakeholders demand.
To ISLAMIC
FINANCE ELAF needed to be an organization that helps its customers get a head start. Through its industry-leading initiatives and customer-
centric approach, ELAF is the Islamic Bank with which to build, develop and profit from a long-term financial relationship.
ThE ChALLENGES
- Portray an International image with regional origins and a regional personality with international ambitions
- Project the genuine Islamic values and ethics with a modern approach.
- Promote customer dialogue, understanding and the utmost peace of mind.
- Create a world-class corporate brand that is committed to delivering gainful ROI
ThE TACTICS
- An inspiring identity
- Focused stationary material.
- Strategic and consistent marketing collaterals

12. ‫ص. ب. 93911، ﻣﻨﺎﻣﺔ، ﺑﺤﺮﻳﻦ‬
‫ﻣﺒﻨﻰ ﺑﻨﻚ ادﻛﺲ ﻣﻨﻄﻘﺔ اﻟﺴﻴﻒ‬
+973 17 561500 ‫ﺗﻠﻔﻮن‬
+973 17 583347 ‫ﻓﺎﻛﺲ‬
P.O.Box 11939, Manama, Bahrain
ADDAX Bank Bldg. SEEF Area
T +964 7480124441
F +964 7480124440
‫ﺟﻤﻴﻞ ﺟﺎرودي | ﻋﻨﻮان اﻟﻮﻇﻴﻔﺔ‬
Jamil Jaroudi, Ph.D | CEO
ELAF BANK
A NEW
DIMENSIoN
To ISLAMIC
FINANCE
P.O.Box 11939, Manama, Bahrain ADDAX Bank Bldg. SEEF Area T +973 17 561500 F +973 17 583347
‫ﻣﻊ اﻟﺘﺤـﻴــﺎت‬
WITH COMPLIMENTS
+973 17 583347 ‫ص. ب. 93911، ﻣﻨﺎﻣﺔ، ﺑﺤﺮﻳﻦ ﻣﺒﻨﻰ ﺑﻨﻚ ادﻛﺲ ﻣﻨﻄﻘﺔ اﻟﺴﻴﻒ ﺗﻠﻔﻮن 005165 71 379+ ﻓﺎﻛﺲ‬
P.O.Box 11939, Manama, Bahrain ADDAX Bank Bldg. SEEF Area T +973 17 561500 F +973 17 583347

13. 08:30 GMT MAY - 20 - 08 ENGLISH
QUICK CONTACT CLIENT ACCESS
select a branch User name
Password
ELAF BANK
search GO LOGIN
Group, employing over 300 multi-disciplined professionals operating 10 countries international Group, employing over LATEST NEWS TODAY’S CURRENCIES
A NEW
PRODUCT & SOLUTIONS CONTACT US INVESTORS RELATIONSHIP 5.500 BH
ABOUT US ANNUAL REPORT
DIMENSIoN
To ISLAMIC Welcome To Elaf Bank
FINANCE
2007
Uur 2007 latest Annual
Report review are now
available in pdf
NEWS & ANNOUNCMENTS ASSET MANAGEMENT WEALTH MANAGEMENT TODAY’S MARKET
Lorem ipsum dolor sitame Remote Check Deposit: PRICE % CHANGE VOLUME
investment management
sitame Lorem ipsum dolor Doorway to Opportunity
CORPORATE EXPRES 7.71 -4.93 12308077
2/21/2008 Remote check deposit wealth and estate planning,
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private banking and finance,
Lorem ipsum dolor sitame the door to better liquidity and global reporting. Our ROYAL DUTCH SH-A 27.83 2.81 5690460
sitame Lorem ipsum dolor management, more efficient clients benefit not only from SEDA DE BARCEL-B 1.38 1.47 5637966
2/21/2008 financial processes and the wisdom and strength of
reduced risk.better liquidity IBERDROLA SA 9.72 0.62 4818675
but wealth capabilities.
Lorem ipsum dolor sitame financial processes and risk. IBERDROLA SA 9.72 0.62 4818675
sitame Lorem ipsum dolor
BBVA 14.97 -0.20 3596531
2/21/2008 LEARN MORE LEARN MORE
08:30 GMT MAY - 20 - 08 ENGLISH
SITEMAP FAQ PRIVACY SECURITY LEGAL & REGULATORY CAREER Copyright 2008 - 2009 Elaf Bank all rights Reserved.
QUICK CONTACT CLIENT ACCESS
select a branch User name
Password
search GO LOGIN
Group, employing over 300 multi-disciplined professionals operating 10 countries international Group, employing over LATEST NEWS TODAY’S CURRENCIES
PRODUCT & SOLUTIONS CONTACT US INVESTORS RELATIONSHIP 5.500 BH
ABOUT US ANNUAL REPORT
HOME
CREDIT MARKETS
Asset Management is a leading global provider of investment management products and services. U.S. & Canadian Institutional Investors More
With a great depth and breadth of expertise, we help clients achieve their goals through a wide U.S. Mutual Funds More
array of strategies, in every major sector and asset class through various distribution channels. U.S. Institutional Funds More 2007
Global Investors More
Our independent investment firms provide asset management service that is responsive to our U.S. & Canadian Institutional Investors More Uur 2007 latest Annual
clients' needs, transparent in its processes and is consistently working to pursue strong U.S. Mutual Funds More
Report review are now
performance and results for clients.Asset Management is a leading global provider of investment
available in pdf
U.S. Institutional Funds More
management products and service Global Investors More
Asset Management is a leading global provider of investment management products and services.
With a great depth and breadth of expertise, we help clients achieve their goals through a wide
array of strategies, in every major sector and asset class through various distribution channels. TODAY’S
sset Management is a leading global provider of investment management products and services. MARKET
With a great depth and breadth of expertise, we help clients achieve their goals through a wide
array of strategies, in every major sector and asset class through various distribution channels.
Asset Management is a leading global provider of investment management products and services.
ASSET
MANAGMENT
With a great depth and breadth of expertise, we help clients achieve their goals through a wide
array of strategies, in every major sector and asset class through various distribution channels.
sset Management is a leading global provider of investment management products and services. READ MORE WEALTH
With a great depth and breadth of expertise, we help clients achieve their goals through a wide MANAGMENT
PRINT
array of strategies, in every major sector and asset class through various distribution
channels.arrayof strategies, in every major sector and asset channels. EMAIL TO A FRIEND
NEWS
SITEMAP FAQ PRIVACY SECURITY LEGAL & REGULATORY CAREER Copyright 2008 - 2009 Elaf Bank all rights Reserved.

14. LEBANESE CANADIAN BANK

15. LEBANESE ThE MARKET CoNTEXT
Bank branding was rising late nineties and all banks started to reconsider their identities after having active
CANADIAN media presence and advertising.
BANK
A FACELIFT ThE ChALLENGES
- Preserve the original identity with subtle uplift.
- Project a progressive and young image.
- Break through the clutter of bank brands.
- Create a consistent experience providing cohesion in a single and unified competitive edge in the blurry
Lebanese banking marketplace.”
ThE TACTICS
- A refined master identity
- Contemporary stationary and operational material.
- A signage system in harmony with the main identity.

16. LEBANESE
CANADIAN
BANK
A FACELIFT

17. FIDELITY

18. FIDELITY ThE MARKET CoNTEXT
The Banking industry advertising activities paved the way for the other financial services to appear and shine among brands.
A DIFFERENT Insurance was at that time in need for exposure and brand preference. With their need to upgrade their image in the market facing
APPRoACh the fierce competition, Fidelity Assurance & Reinsurance needed to develop a new identity impregnated with a fresh new spirit
To SERVICE depicting dynamism, modernity, and a customer- friendly approach. Product branding kits enhanced the professionalism of Fidelity
and their urge to break though the insurance clutter while staying consumer oriented.
ThE ChALLENGES
- Communicate a consumer-centric approach
- Change the perception of Insurance
- Portray a trustworthy and credible personality
ThE TACTICS
- An unconventional master identity and color scheme
- A smart brand architecture and friendly product branding
- A focused brand collaterals system
- A signage system in harmony with the main identity

19. FIDELITY
A DIFFERENT
APPRoACh
To SERVICE

20. CHEDID & ASSOCIATES

21. ChEDID & ThE MARKET CoNTEXT
With Fidelity, the insurance brands benchmarks were defined. So with their need to upgrade their image in the market facing the
ASSoCIATES fierce competition, as a young insurance and reinsurance company, Chedid & Associates decided to have a major revamp of their
UP CLoSE AND identity and drop the previously used logo in favor of a modern image that portrays a more dynamic personality.
PERSoNAL
ThE ChALLENGES
- Create a bold and confident master identity
- Change the perception of Insurance
- Portray a trustworthy and credible personality
ThE TACTICS
- A unique identity
- A smart market introduction kit
- A consistent interior signage complementing the offices feel

22. ChEDID &
ASSoCIATES
UP CLoSE AND
PERSoNAL

23. SOLIDARITY

24. SoLIDARITY ThE MARKET CoNTEXT
“Takaful, in its intended spirit, becomes a worthy social cause, providing prudent financial security not only to its policyholders,
CREATING but also to the entire community”.
ThE FUTURE
SoLIDARITY’S CoRPoRATE PRoFILE
The Islamic Takaful industry was undeveloped in Bahrain while in the region, it was mostly considered as the Islamic option for
what is known to be regular risk protection or non-life services while in Malaysia, Europe and USA the Life Takaful was becoming
a trend. The market started to become fervent on managing personal risk. The favorable economic outlook and the resurgence
of Islam supported by the rising income levels and the desire of Muslims to live their lives according to Shari’ah, the demand
for Shari’ah compliant products increased drastically. Solidarity was created to lead the way in providing the utmost safety and
protection along with a diverse range of prudent savings opportunities
ThE ChALLENGES
The Challenges
Differentiate Solidarity from existing non-Takaful conventional insurance firms and existing similar Takaful ones.
Project a contemporary image while preserving the Islamic values and principles.
Educate consumers on the benefit of Life Takaful products.
Create a strong launch to lead the regional and global market of Takaful insurance industry.
ThE TACTICS
- A symbolic logo communicating the essence of Takaful.
- Contemporary stationary material
- A corporate profile
- Consistent product looks recognizable in all aspects and speaking the Master brand identity.
- A signage system in harmony with the main identity.
- An innovative website design reflecting both Islamic values and the future.

25. SoLIDARITY
CREATING
ThE FUTURE

26. KARE GLOBAL INVEST

27. KARE ThE MARKET CoNTEXT
With the growth of the investment sector in the Gulf, related industries felt the need to project a credible and distinctive image.
GLoBAL INVEST Therefore, wealth management companies reconsidered the way they are perceived in the market. Care and perfectionism being
CARING key in a financial consultancy company, Kare Global Invest needed to highlight these essences in the name through the twist
FoR RoI created with the letter K.
ThE ChALLENGES
- Develop an identity that enhances the uniqueness of the name.
- Convey a global image
- Communicate motion and warmth.
ThE TACTICS
- An inspiring identity
- Sober yet distinctive corporate tools.

28. KARE
GLoBAL INVEST
CARING
FoR RoI

29. TRUST INSURANCE & REINSURANCE

30. TRUST ThE MARKET CoNTEXT
In line with its commitment to provide the very best to its clients, TRUST group has decided to refurbish its brand to better illustrate
AN AMIABLE its core values: belief, sharing, truthfulness, and security. This initiative evidences an inner transformation, which reflects TRUST’s
CoNFIDENCE aspiration to always anticipate its clients’ expectations in today’s demanding sector.
ThE ChALLENGES
- Create a powerful set of tools for the group and its different subsidiaries
- Empower the brand to compete with international industry players
- Set guidelines and standards for the existing and potential subsidiaries to adopt.
ThE TACTICS
- A rejuvenated master identity
- A clearly defined brand architecture
- Inspiring product identities
- Strategically consistent marketing tools
- A powerful launch event
- Brand workshops
- Brand identity guidelines

31. TRUST
AN AMIABLE
CoNFIDENCE

32. TRUST P.O. Box 54857
TRUST HOLDING
LIMITED
AN AMIABLE
TRUST HOLDING P.O. Box 54857 T +357 25 588811 / 587798 CY-3728
Limassol, Cyprus
LIMITED CY-3728 F +357 25 587300
Limassol, Cyprus trustholding@trustgroup.net
T +357 25 58811 / 587798
CoNFIDENCE
F +357 25 587300
M +357 25 587300 Kamel Abu Nahl
Chief Executive Officer
MEMBER OF NEST GROUP
trustholding@trustgroup.net
www.trustgroup.net
WITH COMPLIMENTS MEMBER OF NEST GROUP www.trustgroup.net
TRUST HOLDING P.O. Box 54857 T +357 25 588811 / 587798
LIMITED CY-3728 F +357 25 587300
Limassol, Cyprus trustholding@trustgroup.net
MEMBER OF NEST GROUP www.trustgroup.net
TRUST HOLDING P.O. Box 54857
LIMITED CY-3728
MEMBER OF NEST GROUP www.trustgroup.net

33. TRUST
AN AMIABLE
CoNFIDENCE
Marketing Marketing
Sales Sales
Accounting Finance & Accounting
Conference Conference
Administration
REVIVAL
TRUST we sincerly invite you risus scelerisque sapien, eu
euismod nunc quam at sapien. Donec consequat egestas
arcu. Aenean vulputate leo vel purus. Curabitur nec nibh.
Fusce eget nisi. Nulla viverra. Donec eget nisi vel libero
consectetuer euismod. Cras sapien. Nam eu elit. Morbi eros
lectus, congue ac, aliquam eu, tempor nec, erat. Nullam
cursus felis ut leo.
Nulla viverra. Donec eget nisi vel libero consectetuer
euismod. Cras sapien.
Fusce eget nisi.

34. MINISTRY OF FINANCE

35. MINISTRY oF ThE MARKET CoNTEXT
Among the booming industries in the region, governmental institutions became keen on representing their roles in a more credible
FINANCE and contemporary way. The Ministry of Finance needed to rejuvenate its identity to reflect a more serious, well- planned and
A FoREThoUGhT thought management.
ThE ChALLENGES
- Reflect the high values of the Ministry upon which the country’s financial strength was built.
- Create a rich identity yet embracing the Lebanese government identity elements.
- Develop an identity for the VAT to introduce it to the public

36. MINISTRY oF
FINANCE
A FoREThoUGhT

37. MINISTRY oF
FINANCE
A FoREThoUGhT
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38. MINISTRY oF
FINANCE
A FoREThoUGhT

39. ABU DHABI INVESTMENT HOUSE

40. ADIh
A

41. THANK YOU