The Affin Bank branch at TTDI, KL
AFFIN Bank Berhad introduced its new look and identity on Nov 1, with a refreshed version of its 45-year bunga raya 
heritage as its new logo to represent the beginning of its journey to a modern and progressive bank today.
The new logo is a modernised version of the bunga raya, Malaysia’s national flower which symbolises courage, life and rapid growth.
The hibiscus, which has been the origin of the bank’s past logos, is transformed into a modern emblem.
The five petals stand for Affin, acronymised to describe the core values of the bank as an organisation that is always innovating, adapting, placing customer first and emphasising integrity as its foundation.
Incorporated in 1975, this year marks the bank’s 45th anniversary.
“The refreshed logo is a visual statement of our vision, values, strength, service and integrity, ” said Affin Bank president and group chief executive officer Datuk Wan Razly Abdullah Wan Ali.
“In conjunction with the bank’s 45th anniversary, we take our heritage forward with a brand new look and identity to represent our transformation to emerge as a modern financial institution.
‘The refreshed logo is a visual statement of our vision, values, strength, service and integrity, ’ said Wan Razly Abdullah.“This is the best time to rethink our purpose to deliver customer value in the present and as we evolve to create value in the future.
“The logo’s evolution represents our transformation into a progressive bank by embracing technology and adapting amidst an ever-changing business environment.
“We believe that the new corporate identity projects our brand in delivering unrivalled customer service and creating value for our stakeholders, ” he said.
The logo’s blue represents the bank’s customer-centricity and core values.
The colour’s harmonious combination with red represents the bank’s energy and dedication towards bringing value to its customers, people and stakeholders.
The bank also announced its new tagline “Always About You”, which represents its passion and commitment to the customers, enabling it to quickly respond to changes and provide personalised experience to its customers.
“At Affin Group, we strive to always connect and engage with our customers, to understand their changing needs and aspirations better, ” said Wan Razly Abdullah.
“Our people are aligned to our values of customer-centricity, creativity and value creation. ‘Always About You’ was crafted to drive loyalty and build our reputation as a creative and innovative financial organisation.
“Our people are at the heart of what we do and remain the focus of our customer-centric culture, to ensure that everyone we touch receives unrivalled customer service.
“With close to 7,000 employees and 110 branches covering the whole country, we are 45 years young.
“It takes a shared language of collaboration, a connected ecosystem, and a human approach to transform our world and ourselves to be where we are today.
“Each one of us comes from all walks of life, which signifies great diversity within the group.
“Through diversity comes innovations and the new identity introduced today symbolises the way we work and collaborate with our stakeholders – to produce more positive, meaningful impacts as a progressive, boutique financial institution in the country, ” added Wan Razly Abdullah.
