Marking a significant milestone in its 14-year journey, Abay Bank recently unveiled a fresh brand identity with seven million Birr. Drawing inspiration from the Blue Nile River Falls, executives said the deep blue signifies stability and trustworthiness, while golden brown represents growth and resilience. A touch of blue capital lettering adds a subtle nod to innovation. During the launch ceremony held at the Hyatt Regency, CEO Yehuala Gesesse proudly articulated the brand's deeper meaning, celebrating the Bank's financial achievements over the years. Abay Bank netted a 1.55 billion Br profit in the last fiscal year and a strategic increase in paid-up capital by 19.1pc, standing at 4.73 billion Br. The event also featured remarks by Freezer Ayalew, National Bank's supervision director, who highlighted the critical role of innovation in the evolving financial landscape.