ADSS Launches New Brand

Abu Dhabi, UAE, 27 June 2018 – ADS Securities has announced that it is rebranding and will now be known as ADSS across all of its business units from today.  The new naming and identity of ADSS is a development of the established ADS Securities brand and reflects the company’s expansion into new markets and the full range of financial products it now offers.

Introducing the new brand, Philippe Ghanem, Vice Chairman and CEO at ADSS, commented: “When we launched ADS Securities in 2011 we were an Abu Dhabi based FX and commodities brokerage, but now we have a significant presence in Asia, Europe and we are developing into Africa.  We are headquartered in Abu Dhabi, and this is still reflected in our brand. By becoming ADSS, we have an identity which is accessible and relevant to the wide range of financial services clients we now work with.”

“Our clients around the world will recognize this as an evolution of the brand.  We have reached a point in our growth and development when our identity needs to speak to a wider audience.  As we introduce the latest technology, products, and services, ADSS needs to connect with a modern and youthful audience, as well as our traditional and well-established clients.  We wanted the new logo to keep representing the values we are known for but also work for new traders and investors.  We are entering a new stage in our development and have a new brand to help take us forward.” added Mr. Ghanem.

The re-brand was developed in-house by the ADSS marketing team with inputs from WMG and NetConstruct.  The design brief was to take the ADSS identity forward in a way which reflects the bold approach, innovation, and success of the company, but which does not lose sight of its heritage.  The use of YInMn Blue, the recently discovered pigment, and the latest Noto Sans font family is indicative of the route taken.

The ADSS brand will be used across all business units of the company, including London and Hong Kong.  A new website www.adss.com and advertising creatives will be released as the brand is introduced across the business.