Arab Financial Services (AFS), the Middle East and Africa region’s leading digital payment solutions provider and fintech enabler, is proud to announce its new look as part of a comprehensive rebranding strategy.
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This transformation aligns AFS’s brand identity with its role as an innovator in the ever-evolving digital payments landscape.
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The rebrand introduces a modernized visual identity, including refined typography and enhanced design elements, while maintaining AFS’s signature blue color palette. This new visual language underscores AFS’s commitment to driving digital transformation and empowering businesses with cutting-edge payment solutions.
Mr. Samer Soliman, AFS CEO noted: “Our new look reflects our commitment to staying at the forefront of digital innovation while honoring the values and trust our customers have placed in us over the years. It is a visual representation of the innovation and forward momentum that define AFS today and will continue to drive us into the future.”
The rebranding is designed to not only enhance the company’s visual presence but also reinforce AFS’s position as a leader in digital transaction transformation across the region.
About Arab Financial Services (AFS)
Regulated by the Central Bank of Bahrain and the Central Bank of Egypt, Arab Financial Services (AFS) is owned by a total of 37 banks and financial institutions and serves over 60 banks in more than 20 countries across the Middle East and Africa region. Arab Financial Services (AFS) was formed in 1984 to provide payment products, services and expertise to banks and merchant groups and deliver customized payment solutions in an increasingly divergent, disruptive, and dynamic payment eco-system.
The company provides numerous ground-breaking end-to-end digital payment products, services and solutions to banks and businesses. These include card processing services, merchant acquiring, fintech solutions and value-added services. The emphasis that AFS places on innovation has positioned the company as a driving market force, delivering a rich portfolio of payment solutions including digital mobile wallets, customer orientated Merchant Acquiring services; Bahrain’s leading digital payroll solution Al Rateb, global Contact Centers and much more.
