News Column

ADB's Customers Hail New Face of the Bank

January 20, 2014

Masahudu Ankiilu Kunateh

Customers of the Agricultural Development Bank (ADB) have welcomed the introduction of a new corporate identity for the nation's agric and development financier. According to them, the new logo would inspire the management and staff of the bank to work hard to boost the operations of ADB within the shortest possible time. This, they say will help the customers and other stakeholders of the bank reap more from their investments. The bank recently unveiled a new logo to serve as its new identity and to project a modern look to its corporate image. With the unveiling of the new logo, employees of ADB have pledged to a renewed spirit of banking, according to senior officials of the bank. The new logo is similar in design in terms of its pantone dark and light green colour, but looks quite different in format and type face. The brand name is written in full and reverse under the acronym of the Bank, all in small letters, while the slogan (tagline) is set beneath and reads: "... Truly agric and more". In addition, the new logo features a wave accent that portrays ADB as a "forward-looking bank" poised to forge ahead to attain its objectives and goals. The new logo denotes simplicity, symmetry and harmony. Its key elements are Growth, Stability, Viability and Sustainability. It signifies the new business focus and approach of ADB , paying more attention to the needs and service of customers whose patronage and support keep the Bank in business. Speaking to some customers of the bank about what the new corporate identity meant for them, Madam Ama Boateng, a business executive said she expects the new corporate image to come with speedy service delivery. She used the occasion to thank the management and staff of the bank for the bold initiative which would result in enhancing the image of the bank. For Mallam Ali Issahaque, who works in the public sector, could not hide his joy over the new logo and urged Ghanaians to transact more business with the local Ghanaian bank rather than the foreign ones. At the new logo unveiling ceremony, the Managing Director of ADB , Mr. Stephen Kpordzih assured all and sundry that: "The new logo reflects a deep will within ADB to keep up with modernity and evolution. It is always good to take a look back and determine what changes are required to keep an organization in tune with developments within its environment." He said, " ADB of today is not the same ADB as it was at its inception ... the change agenda from 2010 has transformed the bank's facilities, infrastructure, internal processes, business model, products, channels, human resource skills-set, branch outreach and external looks, and won ADB over 30 prestigious international awards conferred across the globe between 2010 and 2013.." "We are through the launching of a new logo and identity embarking on a new era of banking excellence and a renewed support for the nation's development agenda," he added. In 1964, Bank of Ghana set up a Rural Credit Department to prepare the necessary legislation, plans and procedures for the establishment of a specialized bank for the provision and administration of credit and other banking facilities in the agricultural sector. In 1965, Parliament passed The Agricultural Credit and Co-operative Bank Act, 1965 (Act 286) which incorporated a bank under that name. In 1967, National Liberation Council Decree (NLCD 182) was passed to change the name of the Bank to Agricultural Development Bank (ADB) and amended certain sections of the original Act to allow ADB to undertake the acceptance of deposits on current and savings accounts and transact banking business normally carried on by commercial banking institutions, including raising loans from foreign sources. In 1970, The Agricultural Development Bank Act, 1970 (Act 352) was passed to broaden the Bank's functions. ADB was granted a full banking licence in that year under the Banking Act, 1970 (Act 339). In 2004, ADB gained a Universal banking licence under Banking Act 2004 (Act 673) which removed restrictions on banking activity. From its original Head Office on Tunisia Road , ADB moved to the Ring Road Central, then to the Cedi House on Liberia Road in 1993, before finally settling at its current ADB House Head Office premises on Independence Avenue in 2005.

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Source: AllAfrica

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