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. This transformation aligns AFS’s brand identity with its role as an innovator in the ever-evolving digital payments landscape.

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.