Alpha Bank today unveiled its new corporate identity, under the central message “Defining a New Together”. The identity does not precede change; it follows it. It reflects a bank that, six years after beginning its transformation, has strengthened its financial position and built an ecosystem of capabilities with an international reach, aiming to offer more choice to individuals and businesses.
“We have grown in order to be more useful, and our success cannot exceed the success of those we serve—our customers,” Alpha Bank Group CEO Vassilis Psaltis said, adding that “our new identity reflects the Alpha Bank we have already built. Our history remains recognisable. And our capabilities today are given a new, modern expression”.
Mr Psaltis linked the new identity to two strategic priorities: meeting businesses’ financial needs comprehensively, and establishing Alpha Bank as a trusted adviser to individuals as they plan their financial lives at every stage of their journey.
The symbol: from the Silver Stater of Aegina to an identity for Alpha Bank
The new identity returns to the source of the bank’s symbol: the Silver Stater of Aegina, a coin that travelled across the Mediterranean 2,600 years ago and became a symbol of trust between people and of a Greece opening up beyond its borders. That was what Giannis Costopoulos recognised when he chose it as the bank’s emblem in 1972.
The updated symbol was designed from the original coin, not an idealised version of it. Its small imperfections and asymmetry were retained: “If it were too perfect, it would feel cold and impersonal,” Pentagram’s design team noted. “Every line and proportion answered three questions: does it honour what came before? Does it accurately express the present? Does it open the way for what is to come?”
The symbol forms the basis of a unified system of typography, colour, imagery and motion for the physical and digital worlds. Within the same communications system, “Together”, which has featured in the bank’s communications since 1976, takes on new meaning to reflect customers’ expectations today.
The campaign: “Defining a New Together”
The new corporate campaign, entitled “Defining a New Together”, also launches today. It begins with an observation: “No two lives are alike. So why should the ways you support them be?” and ends with a definition: “Together is not about offering the same thing to everyone. It is about understanding what each person needs.” A “new Together” that believes in what you create, stays by your side however far you want to go, is open to everyone yet different for each person, and expands your horizons and capabilities.
The campaign closes with the phrase “defining a new Together” and highlights the bank’s role as a partner on every customer’s journey and in pursuing their goals, through to their fulfilment.
The branch: a new relationship, not just a new branch
Today, Alpha Bank opened in Kolonaki its first branch designed to foster this new relationship with customers. The next generation of branches gives more space and time to personal advice and financial planning. The call centre’s opening hours have also been extended, while myAlpha web and mobile banking have been comprehensively upgraded. “For the customer, the essential question is ‘what does this mean for me?’” Mr Psaltis said at the presentation. “The answer will be found in practice: in the choices we offer, the advice we give and the way we stand by them.”
The “new Together” also applies to the bank’s people
The new identity was presented on Monday afternoon to all Group employees in Greece, Cyprus, London and Luxembourg at an internal event attended by Chairman of the Board of Directors Dimitris Tsitsiragos, members of the Board, the CEO and all members of the Executive Committee.
Presentations by the management team showed how the “new Together” translates into more opportunities for customers and meaningful support and career development opportunities for employees.
With Silver Together, Alpha Bank becomes the first employer in the Greek market to offer a comprehensive care programme for employees’ parents, providing hospital care, medical services, home visits from doctors and a single point of coordination, with around 5,500 potential beneficiaries. “At Alpha Bank, our care for family extends across all generations: from our children to those who still see us as their children,” Mr Psaltis said.
Also, from 1 March 2027, the bank will introduce a guaranteed minimum gross monthly salary of €2,300 for branch network colleagues in financial adviser roles serving individuals and businesses. “In this way, we link better advice for customers with meaningful prospects for the people who provide it,” Mr Psaltis said.
Finally, the bank announced that career opportunities in Central Services roles will be open to everyone, without requiring relocation to Athens or Thessaloniki, through flexible working arrangements and the use of its facilities across Greece.
Responsibility towards society
“We know that the recovery of the banking sector does not automatically translate into greater trust. The crisis left a deep mark on people’s lives. Today, our responsibility is clear: to help restore that trust,” Mr Psaltis said. “People judge us by their own experience: by whether the bank listens to them, explains their options clearly and helps when they need to make an important decision. That is where we must prove our worth.”
The same responsibility extends to education, through the country’s largest corporate responsibility programme for public schools and universities, in partnership with the other three systemic banks; to health, with support to date for 138 healthcare and social welfare facilities across the country; to sport, through the reconstruction of the Schinias Rowing Centre; and to culture, through a series of initiatives developed under the “Culture for All” programme.
“Alpha Bank today has more capabilities than ever. But the question society asks is not how strong the banks are. It is what people get back from that strength. The ‘new Together’ is our answer to that question.”
“Change within the bank has already taken place. Today, it finds its voice,” Mr Psaltis concluded.