ABLV Bank: new name and new brand of Aizkraukles Banka

May 23, 2011, 16:16 / Banking

Aizkraukles Banka has changed its name and implemented the bank’s new brand. From now on, its name will be ABLV Bank, AS. Alongside with the change of name and visual identity, the bank has completed the process of changing its business line, which is aimed at rendering tailored financial services in accordance with the highest standards.

According to the strategy adopted in 2008, ABLV Bank will become a leader in banking, wealth management, and financial advisory in the Eastern Europe. The new brand was intended for increasing association with the chosen lines of business, strengthening the bank’s reputation internationally, meanwhile retaining links to the former brand. Change of the bank’s trade name and brand do not entail changes in the bank’s holding structure – the bank’s management remained the same, as well as terms and conditions of cooperation with existing customers and partners.

“Many our customers are not Latvian residents, we are rapidly developing our business outside Latvia, thus we wish the bank’s name to be easily comprehended and pronounced by our customers internationally. Whereas the most important goal was to make our visual identity completely in line with the nature of our work, i.e. our being a valuable cooperation partner for our customers, generating added value for their personal and business activities by means of providing services, sharing our knowledge, and ensuring high standards of service. The new brand brings a spirit of modern, dedicated, international company”, said Chairman of the Board Ernest Bernis.

The bank’s new logo consists of 2 parts – the jewel and the abbreviation ABLV. The jewel symbolises the bank’s spirit and approach. Multidimensional, it represents the breadth and depth of experience the bank provides. It’s transparent, reflecting the clarity and openness of the way the bank works. And it’s vibrant with colour – for energy and drive to help customers succeed.

The brand development was started in 2009, engaging a well-known British brand agency The Brand Union (http://www.thebrandunion.com.), which worked on brand development and rebranding of Credit Suisse, Bank of America, HSBC and many other international companies.

Alongside changing the brand, we have developed our new homepage – www.ablv.com. Compared to the former one, it contains a number of innovations and improvements, making it more informative, useful and user-friendly.

ABLV Bank is the largest independent private bank in Latvia. The bank’s majority shareholders – Oleg Fil, Ernest Bernis and Nika Berne – hold 85.90% of the bank’s share capital. ABLV Group includes ABLV Bank, AS; ABLV Capital Markets, IBAS; ABLV Asset Management, IPAS; ABLV Transform Partnership, KS; ABLV Consulting Services, AS; ABLV Corporate Services, SIA; New Hanza City, SIA, and other companies. ABLV Group has representative offices in Moscow, St. Petersburg, Yekaterinburg, Kiev, Odessa, Minsk, Almaty, Dushanbe, Baku, and Tashkent.

Ilmars Jargans
Head of Public Relations Department
+ 371 6700 2296