A new dynamic brand for BSF that
invites every customer to make their mark
Banque Saudi Fransi is Saudi Arabia’s oldest bank. Born in Saudi Arabia to French investors, the bank has been seen as an international bank within the Kingdom.
Now Saudi owned, it was time to evolve, reclaiming local roots and establishing itself as the most premium, experience focused bank in the Kingdom. In 2024 Banque Saudi Fransi became BSF.
We introduced a new name, with an entirely new identity. Embodying the brand’s active purpose ‘helping every generation to make their mark’ we created a brand that is truly Saudi, timeless and through a dynamic identity, unique to every client.
Inspired by Saudi geometry, a custom generator crafts unique patterns. Using typography, such as a client's initials or the new ‘BSF’ brand name, the generator creates patterns that distinguish lines of business, from personal to corporate to private banking through to assets for individual customers.
The simple geometry of a hexagon is the cornerstone of the brand. Derived from our logo heritage its angles inform not only crests and patterns, but also layouts, illustration, iconography and art direction. Ensuring that every brand component speaks in harmony and delivers the connected experience demanded by the next generation of clients, striving to make their mark.
