CBE’s Aborted Logo Overhaul: Branding Missteps, Public Sentiment, and Questions of Governance
The Commercial Bank of Ethiopia (CBE) — the nation’s largest and oldest bank — recently halted a highly publicized and costly rebranding initiative after senior federal government officials criticized the proposed new logo for lacking creativity, Ethiopian identity, and Amharic representation. The cancellation, announced at the eleventh hour, has reignited debates about branding strategy, public