Banque Saudi Fransi unveils it’s new identity to BSF

04/Jun/2024

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04 June 2024, Riyadh, Saudi Arabia – Banque Saudi Fransi, a leading provider of corporate and commercial banking services in Saudi Arabia, has announced the completion of its transition to the ‘BSF’ brand name, effective immediately.

The new identity reflects BSF’s legacy of supporting Saudi values and its role as a trusted advisor offering data-driven, next-generation banking solutions to commercial, institutional, and individual customers since 1977. At the same time, it encapsulates the institution’s forward-looking ambitions to be the most modern and innovative bank in the region.

The new identity was formally unveiled at a launch event in the presence of BSF Chairman Mazin Al Romaih, board members, Chief Executive Officer Bader Alsalloom, senior management and employees. The updated brand position is designed and timed to convey BSF’s role as one of the region’s leading banking institutions and the partner of choice in secure, precise, and prosperous financial decision-making.

The refreshed identity has also been rolled out to subsidiaries including BSFCapital, the asset management and investment arm of the bank.

Bader Alsalloom, Chief Executive Officer of BSF, said: “BSF's visionary role in achieving the Kingdom’s Vision 2030 goals is evident in our commitment to developing the financial sector. Our vision and future projects are designed to enhance the strength and effectiveness of Saudi financial institutions. Unveiling our new identity aligns with the Bank’s strategy to embrace future projects that bolster our local presence and offer financial services tailored to our customers. We will continue to enhance our digital services, improving operational efficiency and ensuring high-quality customer service.

He added: “Our new identity represents more than just a logo change; it signifies a profound transformation driven by our unwavering commitment to delivering banking services that meet the ambitions and aspirations of our customers at every level. We believe the impact of this new identity will be clearly reflected in BSF’s future projects in 2024."

BSF’s brand evolution strives to capture its deep connection to the Saudi society, while celebrating its status as a trusted banking partner of choice.

Under the tagline ‘Make your mark’, BSF seeks to serve as a companion that helps its customers make more confident financial choices underpinned by a connected and data-driven experience. Ultimately, the bank is evolving in tandem with the changing needs of Saudi Arabia and welcoming a new era of financial growth and sustainable prosperity.