Page 9 - INSIDE ACCESS

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Living theBrand
In order to understand the brand, it is important to know the major brand elements. This week, let's talk about the brand mark.
Our brand mark is made up of two elements, the Access Bank Logo( ) and the Access Bank word mark (access). The two make up what we will typically just refer to as the Access Bank logo, these two elements represent the most vital visual symbol of the brand.
For any organization, the logo serves as an optical cue which elicits not only recognition but emotions (for example, love, loyalty, distrust to mention a few) from customers and even non customers. Logos evolve, logos experience makeovers in order to reflect the health and status of the organization. The Access Bank logo has evolved over time to reflect our journey as a company. Currently, the shape of the Access Bank logo radiates from the centre in all directions in order to capture our ability to move with agility. Always forward and with purpose.
Having established the significance of the brand mark, we as brand custodians should be cautious of how and when we apply the logo. All items, collateral and documents that still have the old logo applied, should be discarded and no longer circulated for use. This matters as we must remain consistent with the brand look, feel and application across all platforms.
The logo must never be redrawn, manipulated, extracted from a PDF or reproduced from a scan for whatever reason. You cannot share the logo with your customers to use on their brand posters or event banners without approval from Corporate Communications. As a brand, we believe that contact at all levels must be handled with great attention to detail. Thus, we must be careful not to share the logo in a way that can harm the brand.
Brands exist in the minds of the consumers; therefore, consistency in the manner, style and form in which employees use the logo needs to be emphasized and consistent. When in doubt on how and when to use the logo, please contact: internalcommunications@accessbankplc.com
Contributed by Oluwaseyi Adekanye
PAGE 9 INSIDE ACCESS | JANUARY 2020 1ST EDITION