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The merger of Access and Diamond banks created the largest retail bank in Africa by customer base offering the power of banking to 29 million and counting. The new brand had a big job to do - not least convince employees and customers to believe in more. Redesigning the new Access Bank identity needed to be treated sensitively. Both banks had iconic brands and loyal customers. The Fusion identity drew from the essence of both bank’s logos, retaining familiarity but signifying an exciting new chapter. Symbolising the energy of more; radiating from the centre in all directions, it captures Access’s ability to move with agility. Always forward, with purpose.