In a press conference held today, Noor Bank management explained that simplifying its name from Noor Islamic Bank to Noor Bank 'underlines that the bank is a values driven and principles based financial institution with shari’a compliance at the heart of its business decisions, according to CPI  Financial.

Adherence to shari’a values and principles is in our DNA and they will continue to be the bedrock of our business decisions,” said Hussain AlQemzi, CEO of Noor Bank. The new brand expression is reflected across Noor Bank’s sister companies, with new visual identities being introduced for Noor Takaful, Noor Trade and Noor Awqaf.

Alongside the visual changes, Noor Gets It Done will serve as Noor Bank’s business purpose, becoming central to the Noor customer experience. The new visual identities of Noor Takaful, Noor Trade and Noor Awqaf reflect the business purpose across all financial sectors.

AlQemzi, who is also Group CEO of Noor Investment Group, explained the thinking behind the new business purpose. “Building a better customer experience has been at the heart of our strategy and we have now captured that in an explicit and concise way. Noor Gets It Done is more than a promise; it is a commitment to change the face of customer service in the UAE financial sector. It will be front and centre of everything we do as an organisation.