Annual Report 2012 - Al Baraka Investment and Development

unified corporate identity
one Vision - one identity - one group
Early in 2009, Al Baraka Banking Group commenced the
methodical rollout of its new Unified Corporate Identity to
all parts of the Group, the launch of which was well received
by the markets. While propelling the Al Baraka brand to the
forefront of Islamic banking, and emphasising the Group’s
commitment to becoming the natural global leader in Islamic
banking, the new corporate identity is also a strong symbol
of the uniting of all subsidiaries under a single banner. Today
the Al Baraka Group stands apart as an institution, with its
own unique and unified philosophy, regulations, procedures
and corporate culture in place. The Unified Corporate Identity
is not merely a cosmetic change to the logo, its aesthetics or
consistency of colour, but goes far beyond that. It is nothing less
than an attempt to link the philosophical dimension upon which
Islamic banking is based - participation and partnership and
the equitable sharing of risk and reward through the projection
of a unified and modern identity. We see this re-launch of our
brand as the first step on a journey, as we work towards the
creation of a unified banking group whose many subsidiaries
are focused jointly on a single unifying vision.
The unified identity has helped the Group to prioritise its
values and ambitions, raising them above the mere attainment
of corporate size or product range and delivery. Instead, we
believe that as we build our customer relationship based on
the spirit of true partnership, our growth will be both inevitable
and natural.
We at Al Baraka believe that banking has, or ought to have, a
crucial role to play in society, one in which as bankers we have
an incredible responsibility of stewardship for the resources
placed in our hands. To meet this responsibility and use these
resources wisely, we rely on Shari’a principles to guide us as we
participate in our customers’ successes, sharing in the social
development of families, businesses and society at large.
08
Annual Report 2012
Return to Contents
By ‘partnership’, therefore, we mean that our success and that
of each of our customers are as intertwined as our jointly held
beliefs. Taking part in the joint effort is therefore our reward.
We view money as a means to capitalise on opportunities and
create a better society for all. Money becomes the conduit
by which we enter into new opportunities together and take
part in common effort for mutual reward; as steward of the
resources entrusted to us, our efforts contribute to building
the community, both at home and in the wider world. We call
this concept: “Beyond Banking.”
Our Vision
“We believe society needs a fair and equitable financial system:
one which rewards effort and contributes to the development
of the community”
Our Mission
“To meet the financial needs of communities across the world
by conducting business ethically in accordance with our beliefs,
practicing the highest professional standards and sharing the
mutual benefits with the customers, staff and shareholders who
participate in our business success”