They say the clothes don't make the man. That may be true, but most guys aren't going to get a date if they look like a slob. The same goes for brand identities. If your financial institution looks sad, frumpy, crusty and disheveled, you aren't going to make the right impression on consumers. You need to project the right image — one that is both contemporary and professional.
In the Digital Age, a bank or credit union with an old, dated brand identity can’t compete. You can’t convince anyone your institution is tech savvy if your brand image screams “1980s.” Consumers today want to do business with financial institutions that are hip and innovative — banking providers that aren’t stuffy and traditional. You can leverage your brand identity to convince consumers that banking doesn’t have to be a boring chore.
Make no mistake: your financial institution’s brand identity is one of the most powerful (if not subtle) weapons in your marketing arsenal. Do not underestimate the impact your brand identity has — whether positive or negative — on people’s perceptions… and your bottom line.
Read More:
- 9 More Beautiful Integrated Brand Identities from Retail Banks
- 10 Branches Designed To Wow The Digital Banking Consumer
- 11 Tips For Building A World-Class Brand Identity
- Using Culture + Design To Build a Disruptive Breakthrough Brand
- How To: Brand Books For Retail Financial Institutions
Natwest Bank
Design Firm: Futurebrand (London)
Addiko Bank
Design Firm: Prophet (London, Berlin, Hong Kong)
IDFC Bank
Bank of Hope
Design Firm: Landor
Lloyds Bank
Tangerine
Design Firm: Concrete (Canada)
Mastercard
Design Firm: Pentagram (New York)
Popular Bank
Design Firm: Brand Union (Madrid)
Bank Australia
Design Firm: Tank (Melbourne, Australia)
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You are assuming everyone wants a contemporary image. Not sure my customers would feel comfortable banking at Tangerine or identify with the hip graphics shown here. Logos must resonate with the targeted audiences.
Kevin,
What you’re saying is not that far off from saying something like “Not everyone wants a cool brand like Apple — all hip and colorful and tech-savvy.” Yes, that may be true… but it isn’t going to be true for most organizations.
And yes, you are correct: We are assuming (1) that most financial institutions today are targeting Millennials, who respond to cool, contemporary brands, and (2) that most financial institutions today want to project a tech-savvy image.
I think the Lloyds Bank branding does a good job of refreshing and updating a venerable brand without going all Apple. The materials have a nice emotional resonance for the millennial crowd, but older customers can relate to the legacy image.
Great selections Jeffry! It is always inspiring to see what can be done with a brand’s identity.
What a great list!
My 80 year-old bank is doing some really ‘hip’ things with its new brand. How does one go about being considered for this list in the future?
Warm Regards,
Jeff Armstrong
VP Branding
Pink is the new black.
I like the new IDFC look!