Bladex Unveils New Corporate Identity and Branding Strategy
New Logo Symbolizes Bladex's Vision for the Future and Unique Profile as the leader in Latin American Trade Finance
Panama City; Bladex, Banco Latinoamericano de Exportaciones, S.A. (NYSE: BLX - News; Bladex), announced the launching of its new corporate identity and branding strategy at a gala held last night and at a seminar held today in Panama City. Before an audience of distinguished executives from Latin American banks, Bladex unveiled its new image, which is the focal point of the new corporate identity. It coincides with Bladex's 25th anniversary, which is being celebrated at events throughout the year with clients, shareholders, business partners and employees.
Gonzalo Menendez Duque, Chairman of Bladex's Board of Directors, stated, “Bladex's new image culminates a period of momentous change at the Bank and symbolizes its continuous commitment to Latin America, contributing to profitable initiatives benefiting many countries throughout the region. As Bladex celebrates its 25-year anniversary, it emerges in the most financially solid position of its history with a vision to become the financial leader in foreign trade services of Latin America.”
Jaime Rivera, Chief Executive Officer, added, “The new branding strategy is clearly aligned with the Company's business goals and is a major step towards optimizing Bladex's client coverage model, segment the client base and initiate cross-selling tactics to capitalize on new product opportunities.”
Bladex's new logo, which resembles the shapes of its areas of influence: Central America, the Caribbean and South America, reflects the uniqueness that is synonymous with Bladex.
While Bladex's legal name will continue to be Banco Latinoamericano de Exportaciones, S.A, it will phase out the use of this name for daily business purposes and emphasize the name “Bladex” as its commercial trademark. This measure is aimed at further increasing Bladex's brand recognition.
The launch followed extensive research from external consultant, BrandSpin, who identified Bladex as a highly committed, professional and reliable lender of choice with its clients throughout Latin America. Based on the conclusions from the research, Bladex is positioning itself as a leading provider of trade finance products, services and funding, and will continue to broaden its services and products portfolio to leverage its strong client relationships and recognition in the region.
Bladex will introduce its new corporate identity to the international investor community during a series of special events in New York City in October 2004. Management will ring the closing bell at the New York Stock Exchange on October 11th, and will host a luncheon with presentations from Mr. Gonzalo Menendez Duque, Chairman of the Board, and Mr. Jaime Rivera, Chief Executive Officer, on October 12th. The details of these events will be announced in the coming weeks. (…)
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