Oman- Bank Sohar unveils its new brand as Sohar International

(MENAFN- Muscat Daily) Muscat- As a part of its new vision to become a world-leading Omani service company, Bank Sohar, as it was formerly known, recently rebranded to 'Sohar International'.

The bank unveiled the new brand at a ceremony held under the auspices of H H Sayyid Kamil bin Fahad bin Mahmood al Said, assistant secretary general for the Cabinet of the Deputy Prime Minister for the Council of Ministers, at the Royal Opera House in Muscat on Saturday.

The bank's board of directors and executive management team joined Sohar International's chairman, Mohammad Mahfoudh al Ardhi, and CEO Ahmed al Musalmi, in welcoming officials and leaders from the public and private sectors to witness the historic unveiling of the bank's new identity that is set to redefine the banking.

Addressing the attending dignitaries in his speech, Ardhi expressed his excitement about the future and said, 'It is evident that there have been major milestones and achievements since the bank's inception in 2007. We believe that now is the right time for us to embark upon a new journey with a fresh vision that will better enable us to grow whilst delivering a robust and pivotal contribution to the national economy.'

'Realising this vision requires clear direction and continuing to place customers at the heart of everything we do. Today marks the first steps we take into this new direction as we morph the bank and redefine banking to beyond providing only financial services. With this new customer centric mentality, we will continue to drive forward the economy of our country and offer new ways of growing by being nimble, deliberate, and agile,' he said.

Following a captivating revelation of the new brand on stage, Musalmi delivered a presentation on the new brand for attendees, as well as those following the event streaming live on Sohar International's social media channels.

Musalmi explained the new direction for the bank and said, 'The world around us is changing at a pace we have never seen before, driven by constant technological advancements, changing lifestyles, and peoples' innate desire to achieve growth and prosperity. In such a world, banks as physical entities have become less relevant, whilst the need for responsive banking solutions is more prevalent than ever.'

Musalmi said, 'Our business needed to transform to become more customer-centric, keep us and our customers ahead of the game and help people win in such an ever-changing world. Whatever we are going to do will be made simpler and faster; more relevant and connected to each customer's world.'

With the new vision in place for Sohar International to take the next big leap into the future, Ardhi paid tribute to the people who enabled the bank's success and transformation. He said, 'Much has been said of the use of technology to automate jobs, and it is true that it has replaced many routine tasks. But no amount of technology can replace the creativity and flexibility of the human mind, and it is our highly valued employees led by our able CEO who are at the heart of bank's success – our team who shares our values, our commitment to excellence. We thank them for their support and contribution to bring Sohar International to where it is today. Our thanks and sincere appreciation are also due to the Central Bank of Oman, the Capital Market Authority and our esteemed shareholders; without their support, guidance and direction, we would've not been where we are today.'

The Sohar International brand logo boasts simplicity in its outlook and sophistication in its essence. The new logo captures the stature and elegance of a financial institution whilst maintaining a feel of dynamism and perpetuity.

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