The bank UOB has unveiled plans to refresh its brand in a bid to reinforce its long-term Asean strategy for a new era of banking.
UOB announced the brand refresh in line with its vision of "Building the future of Asean: For the people and businesses within, and connecting with Asean".
The bank said the statement reflects its long-term strategy and signals its intention to intensify its focus and investment in the region.
UOB said this involves developing and helping to realise the potential of the people of Asean, while also reinforcing the company's commitment to facilitate regional economic flows to support businesses.
The bank has a global network of around 500 offices in 19 countries and territories in Asia-Pacific, Europe and North America.
In Asia, UOB operates through its head office in Singapore and banking subsidiaries in China, Indonesia, Malaysia, Thailand and Vietnam, as well as branches and representative offices across the region.
As part of the brand revitalisation, UOB unveiled its refreshed logo and seal mark, new apparel, and an integrated regional brand campaign dubbed "Doing Right By You" to showcase its transformation.
"Our purpose has not changed from the day we started our business 87 years ago; it just gets sharper as our UOB family grows bigger. We put our customers at the centre and always do what is right for them. This is our north star, and we will continue to do so," said Tan Choon Hin, president and chief executive of UOB Thailand.
A simple and clear purpose is equally important for UOB colleagues, he said: "Our 'why' is important as it guides us in good times and tough times. It gives our people a sense of purpose and hope. Thailand is the second-largest economy in Asean, and that means everyone at UOB plays an important role in helping Thai customers seize the opportunities in this region."
To achieve its "Building the future of Asean" vision, UOB said it was committed to a forward-thinking mindset as part of its legacy, focusing on three strategic areas: connectivity, personalisation, and sustainability.
UOB said connectivity highlights its core strengths, which are its regional footprint and a one-bank approach that helps businesses connect with and within Asean, opening doors to new opportunities of growth across the region.
Personalisation captures the bank's focus on customer-centricity and commitment to understanding each customer's needs, achieved through a combination of data and relationship-led insights. UOB said this enabled it to create solutions that are closely linked with customer needs.
UOB said sustainability reflects its long-term approach to the future, specifically the importance of impactful and sustainable development across the region. The bank said it captures commitment to help businesses to advance responsibly and create positive and meaningful impacts for the communities in which it operates.
"These three strategic areas, together with the greatest asset of our people, enable us to fulfil our promise to do what is right, whether for customers, colleagues or the community, in good and difficult times alike," said Mr Tan.
