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Anbesa Bank Unveils New Brand, Signals Strategic Shift in Ethiopian Banking
By Chekole Alemu
Anbesa Bank has officially launched a new brand identity that signals a deeper institutional shift, redefining what strength, leadership, and progress mean in modern banking. Unveiled at a high-profile ceremony in Addis Ababa, the rebrand marks the bank’s transition from Lion International Bank S.C. to Anbesa Bank, aligning its name, message, and strategy around courage, beginnings, and forward movement.
Anbesa Bank officially unveiled its new brand on January 21, 2018 E.C. at the Adwa Museum, in a ceremony designed to explain the meaning and direction of the transformation in depth. The event brought together senior government officials, financial regulators, banking executives, shareholders, partners, customers, and employees.
Among those in attendance were Advisor to the Prime Minister on East African Affairs Getachew Reda, National Bank of Ethiopia Vice Governor for Financial Institutions Supervision Solomon Desta, Vice Governor for Corporate Services Eyob Gebreyesus, along with senior public officials and leaders from across the banking sector.
Guests were welcomed into a venue carefully curated to reflect the new brand identity. Visual installations, digital screens, branded floral arrangements, teaser messages reading “Do you know what I’m thinking?”, cultural performances, and receptions led by executives in traditional attire set the tone for the occasion. Inside the main hall, a modern stage design and live Ethiopian music created an atmosphere that blended heritage with renewal.
The ceremony opened with the Ethiopian national anthem, followed by welcoming remarks from the Chairperson of the Board of Directors, Alem Asfaw, and the Bank’s President, Daniel Tekeste. Board Chair Alem Asfaw thanked guests who traveled from within the country and abroad and emphasized the importance of the moment in the bank’s history.
In his keynote address, President Daniel Tekeste explained that the rebrand was guided by the bank’s newly designed strategic roadmap. Over the next three years, Anbesa Bank aims to position itself as a competitive and preferred financial institution by delivering meaningful financial services, expanding technology-driven and digital banking, and embedding innovation across its operations.
According to the bank’s strategic framework, Anbesa Bank’s purpose is to create meaningful financial value and opportunities for wealth creation. Its vision is to be a trusted partner that inspires dreams, turns ambitions into reality, and strengthens the journey toward clearly defined goals. Its mission focuses on delivering tailored financial solutions that foster sustainable partnerships and support dignified livelihoods in the communities it serves.
At the center of the rebrand is a redefined idea of what a lion represents. At Anbesa Bank, a lion is not defined by noise, size, or dominance. A lion is anyone who finds the courage to spark something new in their life. This belief lives inside the new logo, where a single spark symbolizes the moment a decision is made to begin.
This philosophy explains the transition from Lion International Bank S.C. to Anbesa Bank. The change reflects more than a visual update. It represents a strategic and cultural shift in how the institution views progress, partnership, and purpose. By simplifying its name, the bank moved away from distance and formality toward an identity that is grounded, confident, and locally resonant. “Anbesa” carries strong Ethiopian symbolism while remaining clear and accessible in both Amharic and English, strengthening the bank’s connection with its customers and society.
President Daniel emphasized that the new brand is not limited to a logo, color scheme, slogan, or jingle. It represents a fundamental shift in how the bank positions itself and how it supports customers. The brand concept is built on the idea that every meaningful journey begins with a small spark of courage and the presence of a trusted partner.
Many ideas, dreams, and ambitions remain dormant without encouragement and practical support. Anbesa Bank positions itself as that partner, standing with individuals and businesses at the starting line and helping them move from intention to action. The bank’s message is clear: progress does not begin with perfection. It begins with a decision.
This central idea shapes the bank’s new direction and guides its engagement with customers, shareholders, partners, communities, and the wider financial industry. It is reflected across the bank’s logo, colors, slogan, messaging, typography, and brand jingle.
Under the new brand, Anbesa Bank’s services are designed to be customer-centered, digitally enabled, solution-oriented, and aligned with modern financial needs. The bank aims to support wealth creation, promote dignified living standards, and connect dreams with tangible outcomes through a differentiated approach to banking.
The launch ceremony featured the debut of the brand’s new jingle, performed by artist Sileshi Demisse, known as Gash Abera Molla, alongside a choir. Modern dance and circus performances illustrated themes of strength, courage, vision, and the willingness to begin.
The unveiling of the new Anbesa Bank logo was accompanied by traditional instruments, including the negarit and trumpet, symbolically linking the brand to Ethiopian history, culture, and continuity.
As part of the rebrand, the bank adopted the simplified name Anbesa Bank or anbesa bank in both Amharic and English, moving away from Lion International Bank and Anbesa International Bank. The new brand elements include a circular logo featuring a radiant spark, gold and black as primary colors, a new slogan “Let’s Go For It!”, a brand jingle introduced for the first time, and updated typography.
During the event, awards and certificates of appreciation were presented to organizations and individuals who made significant contributions to the success of the brand transformation.
The brand launch concluded with outdoor activities, including branded giveaways, interactive digital experiences, instant photo sessions featuring the new logo, cultural performances, and public engagement activities that brought the rebranding ceremony to a vibrant close.
Anbesa Bank’s message going forward is direct and deliberate. The bank stands with those who choose courage over comfort, movement over fear, and beginnings over hesitation.
Because progress does not start with perfection. It starts with a decision.
Anbesa Bank
Let’s Go For It.
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