Absa Group Limited, which has operations in 10 countries in Africa, opened the first of its branches bearing the refreshed Absa brand in South Africa today. This signals the start of a new chapter for the group and a major rebranding project in Africa. 

Absa is no longer primarily a South African brand. Absa is now a multinational financial services group, representing banks in 10 countries, as it separates from the Barclays group. The new brand design is an expression of Absa’s new identity and purpose, which is ‘bringing your possibility to life’.

“This is an exciting time as we create a new Absa with a new brand design, fit for a forward-looking bank in a digital era,” said Maria Ramos, Absa Group Chief Executive Officer. “As we revitalise Absa, we are updating and refreshing entire network across South Africa over the next year or so.”  

Absa is updating its branch set-up in line with its new strategy to be ‘customer obsessed’. The updated look is also more approachable, more dynamic and more vibrant with a wider spectrum of colours.

The first phase of rebranded Absa bank branches were revealed today at more than 30 key locations across the country. Other branches and assets, including buildings, forms and digital platforms are also being updated to reflect the new brand design.

Absa intends to rebrand its operations across Africa, most of which currently use the Barclays brand, by 2020, including more than 1,000 branches and 10,000 ATMs.  The project will likely be one of the largest rebranding programmes in Africa at this time.

The rebranding programme will not affect customers’ product of service functionality.

As Absa updates its branding, it is important for customers to be reminded that Absa will never contact them directly via phone calls (vishing) or emails (phishing) to request sensitive information such as their card PIN, card CVV or online banking password.

Absa will also never request customers to access their online banking profile via hyperlinks or attachments provided in an email and customers are reminded to carefully read security messages before accepting or rejecting them.

Customers who are concerned that an sms, email or call received may be fraudulent can contact the Absa Fraud Hotline on 0860 557 557.

Photo caption: Absa’s new Menlyn branch, one of the bank’s flagship branches, updated with Absa’s new visual identity