The Banking Executive Magazine - May 2024 Issue

Banque Saudi Fransi TOP SAUDI BANK Banque Saudi Fransi REBRANDED AS BSF Banque Saudi Fransi, one of the lead- ing regional banks headquartered in Riyadh, has announced that it has completed its rebranding as BSF. Unveiling the new brand identity, the top Saudi bank said it reflects BSF’s commitment to its Saudi roots and its role as a trusted advisor offering data-driven, next-generation banking solutions to commercial, institu- tional, and individual customers since 1977. The new identity was formally launched at a special event attended by BSF Chairman Mazin Al Romaih, board members, bank CEO Bader Al- salloom, senior management, and employees. "It encapsulates the institution’s for- ward-looking ambitions to be the most modern and innovative bank in the region," stated Alsalloom. It has been designed and timed to so- lidify BSF’s role as a leading regional bank and the "partner of choice" for secure, precise, and prosperous fi- nancial decision making. The modernized identity extends to all subsidiaries, including BSFCapi- tal, the bank's asset management and investment arm, he stated. Alsalloom highlighted the bank's commitment to supporting Saudi Arabia's Vision 2030 goals. He said the bank's vision and future projects are designed to strengthen and em- power Saudi Arabia's financial sec- tor. On the strategic timing of the re- branding, the top official said: "Un- veiling our new identity aligns with the bank's strategy to embrace future projects that bolster our local pres- ence and offer financial services tai- lored to our customers." "BSF will continue to focus on digital innovation, operational efficiency, and high-quality customer service," he stated. Beyond the logo change, Alsalloom emphasized the deeper significance of the rebranding, statting that: "Our new identity represents a profound transformation driven by our unwa- vering commitment to delivering banking services that meet the ambi- tions and aspirations of our cus- tomers at every level." "We believe the impact of this new identity will be clearly reflected in BSF’s future projects in 2024," he added. ISSUE 185 MAY 2024 the BANKING EXECUTIVE 39