By Uche Akolisa  |


Excitement and high expectations have trailed the recent rebranding exercise launched by Union bank aimed at restoring the bank to a highly respected provider of quality financial services on the social media.
In adding pep to what appears to be a season of brand identity retouch in the banking industry in recent weeks, Union Bank has  launched a new brand identity in a bid to position as a ‘simpler,’ yet ‘smarter’ bank unveiled a new brand identity at an elaborate event held at Onikan Stadium, Lagos.
As it was with banks like Fidelity Bank which went through a brand makeover that involved a touch-up of their corporate logos and colours, Union Bank unveiled a new logo-its old white stallion now galloping(in motion) into the future. The bank also introduced a more vibrant colour of the traditional Union Bank blue. A
Already, Union Bank’s latest bid to refresh its image which was sullied a few years ago by crisis that border on… and boardroom politics, has been eliciting positive reactions from bank customers both offline and on the social media platforms. But they hoped that the makeover would be more than skin-deep.
The Executive Producer, Brandworld Media, Ms.Clara Okoro said the brand makeover was ‘long overdue.’ “It is long overdue. Hey should know that we are in the technology age and to be relevant you have to be where everybody is going.
On Facebook, one commentator,Chinweike Ejike, said she hoped that with the  rebranding, Union Bank would shake off its old –school philosophy. Ejike  wondered,, “ Can a new logo do it for them? This is one one bank in Nigeria that have refused to move with with time. Let’s hope, they have woke up.”
Tchidi Nwachimereze stated, “Union Bank should wake up. They are outdated in the banking industry.”
Speaking at the launch of the new Union Bank brand, the Chief Executive Officer and Managing Director of Union Bank, Mr Emeka Emuwa, said that it signalled a new phase in bank’s transformation.
“We believe that critical milestones we have achieved in the past three years have laid a solid foundation for us as a bank. The launch of this refreshed identity signals a new phase in Union Bank’s transformation as we set our sights on attracting a new base of customers while remaining focused on providing simple and smart banking solutions to all our customers.”
Emuwa added that the bank would continue to leverage on its heritage as a trusted name  for nearly a century  while embracing a rapidly changing world.