Alpha Bank Presents New Corporate Identity Under “Defining a new together” Message

Nicosia, Cyprus. Alpha Bank introduced a new corporate identity on Thursday, saying it captures the changes and growth the group has undergone in recent years. The rebranding also underlines the bank’s aim to reinforce its position as a financial partner for individuals and businesses in Cyprus and in other markets.

An international financial group

The identity was launched under the central message “Defining a new together”. It portrays Alpha Bank as an international financial group that intends to bring together its broader capabilities and expertise in order to offer more complete financial solutions.

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The group stated that the rebranding mirrors a business that has already changed significantly. It said the focus now lies more heavily on grasping the individual needs of customers and accompanying them through the various stages of their financial lives.

Statements by the group chief executive

Alpha Bank group chief executive officer Vassilis Psaltis said the bank had grown in order to be more useful, and that its success could not exceed that of its customers. He described the new identity as an expression of the Alpha Bank already built, adding that the bank’s history stays recognisable while its present capabilities receive a new, contemporary form.

Psaltis tied the identity to two main strategic priorities. The first is delivering comprehensive financial coverage for businesses, and the second is establishing Alpha Bank as a trusted financial adviser for individuals planning their financial lives.

Accordingly, the bank intends to support companies across the full range of their financial needs, while helping individual customers take financial decisions at each life stage.

The Cyprus perspective

Alpha Bank Cyprus chief executive officer Miltos Michaelas said the rebranding marks another important step in the bank’s development on the island. According to him, “The new corporate identity of Alpha Bank reflects the group’s dynamic evolution and marks another important step in our own growth journey in Cyprus.”

Michaelas added that the idea of a “new together” expresses the bank’s wish to become a more customer-focused institution, one that provides personalised service, modern solutions and meaningful advisory support.