Bank of Jordan invests in new identity by Landor

Landor Associates has been appointed to rebrand the Bank of Jordan, the third most profitable bank in Jordan, for a six-figure sum.

Landor will review the brand strategy and positioning of the bank and will follow this up with development of a new identity and house style and retail interior designs for the bank’s 72-strong branch network in Jordan and Palestine.

The graphic elements of the work, which include the design of credit cards, ATM machines, literature and a website, will launch in midto late spring, followed by the roll-out of branch designs.

‘The Bank of Jordan is one of the most aggressive banks in the region,’ according to Landor Middle East executive director Tim Ellett. ‘The development and repositioning of the brand is vital in transforming the business into one of the top banks, not only in Jordan, but in the [Middle East] region.’

‘The bank has a large branch network and wants to leverage that and increase its customer base through the network. It sees the brand identity as a way of appealing to a broader range of people in the region,’ he adds.

Work will be split between the consultancy’s offices in London and Dubai. Landor Middle East will handle the majority of work, but will ‘dip into Landor London for support as required’, says Ellett. ‘If anything this will be on the strategy side,’ he adds.

The consultancy won the work following a credentials pitch against four Middle East-based consultancies.

The consultancy is also understood to be in the final throes of negotiating another similar appointment in the region.

Landor has previously worked on the rebranding of Jordan Telecom in 2000 and Royal Jordanian Airlines in 1987.