EastWest Bank new logo heralds corporate rebranding

EastWest Bank recently launched its new corporate signature signaling new levels in its corporate strategy and the transformation of its value proposition to one that will ring closer to its customers’ needs, encapsulated in the brand promise, “We make good things happen.”

The new brandmark is one of the results of months of in-depth brand assessment and audit by FutureBrand, the Singapore-based international branding expert commissioned by EastWest Bank. Its signature color is a light, fresh green symbolizing renewal and fresh growth, with purple and magenta rounding off the arrows. The colors are considered unique and a visual standout in a field of reds, blues and yellows typically favored by other financial institutions.

EastWest Bank president and CEO Antonio C. Moncupa, Jr. said “the new logo was created from two arrows representing the directions of the bank’s name, coming together to symbolize the relationship between bank and customer, in the heart of which good things happen. It also communicates our intent to become a world-class service provider, and our focus on customer benefits and aspirations consistent with our new brand tagline, ‘Your Dream. Our Focus.’”

EastWest Bank chairman of the board Jonathan T. Gotianun said “the rebranding exercise is part of our holistic effort to bring EastWest Bank to a higher level of performance, competitiveness and strength. It is not just about changing our logo or adopting new corporate colors. Our brand represents the value the bank delivers to our customers and our brand promise to them. We hope this rebranding effort will help focus our energies and align all our efforts consistently and more effectively towards delivering our brand promise to our customers.”

All the bank’s branches nationwide, which are expected to reach 140 by year-end, will soon sport the new corporate identity through refreshed physical properties. Employees of the bank will soon be wearing new uniforms in the new corporate colors designed to reflect its brand essence of being personable, dependable and proactive.

East West Banking Corporation (EastWest Bank) opened its doors to the public on August 1, 1994. The Bank is a subsidiary of the Filinvest Development Corporation (FDC), the publicly listed holding company of the Filinvest Group that evolved from a consumer business founded by Andrew L. Gotianun, Sr. in 1955. FDC is one of the country’s premier conglomerates, with business interests in real estate development, financial and banking services and the sugar business. Through the years, EastWest Bank has successfully capitalized on the financial strength and synergy from the business organizations under the Filinvest Group.

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