SAB — Alawwal rebrand to Saudi Awwal Bank

Two years after the SABB and Alawwal Bank merger completed, the bank retired the Saudi British Bank name and launched a new name and visual identity as SAB — Alawwal, operating as Saudi Awwal Bank. It leaned on 'Alawwal' meaning 'first' in Arabic and on a 1926 heritage as the first bank to operate on the territory that became Saudi Arabia, tying the new identity to Vision 2030.

The brief

Customers of the merged SABB and Alawwal Bank, still trading under the Saudi British Bank name after the merger.

The idea

The bank became SAB, operating as Saudi Awwal Bank, drawing on 'Alawwal', meaning first, and nearly a century of history in the Kingdom.

What to borrow

Building a new name on the older partner's heritage claim gives a merged bank one story to tell.