Alpha Bank unveils new corporate identity following transformation

Alpha Bank has unveiled a new corporate identity under the theme ‘Defining a New Together,’ marking the culmination of a six-year transformation. CEO Vasilis Psaltis stated that the rebranding reflects a bank that has already evolved to become more useful to its clients, shifting from traditional lending to a broader ecosystem of services including investment banking, wealth management, and insurance.

The new visual identity features a redesigned symbol based on the ancient silver ‘Stater of Aegina,’ intended to represent trust and openness. This rebranding is accompanied by strategic shifts, such as a focus on expanding international presence through partnerships like the one with UniCredit, and a goal to obtain a banking license in Luxembourg for private banking activities.

Internally, the bank announced new employee benefits, including a guaranteed minimum monthly salary of 2,300 euros for financial advisors and a new healthcare program for employees' parents. However, the bank also noted challenges, such as the impact of non-performing loans (NPLs) on retail credit demand and regulatory constraints from the SSM that affect the refinancing of certain borrowers.