Nadim Twal – Brand Designer

Design – Branding – Strategy


The Brand

The original identity was a graphically manipulated image of the historical site of the Citadel located in the heart of Amman and overlooking the downtown area, reflecting culture, history and tradition, yet the old identity did not appeal to the new demographics the bank was set to attract. The banks position shifted towards an exclusive banking experience for the corporate sector rather than attracting the masses, therefore the new identity was inspired from the ancient Citadel, yet replacing it with a simple, sharp and modern icon that replicates the Corinthian Column that is found in most of the major historical sites in Jordan accompanied with the usage of the black and gold colour. The new identity was created to leverage on the wisdom and experience of the past and the knowledge and innovation of the future.


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