New Corporate Identity (CI) from the perspective of the graphic designer

Over the years, we had launched many products and services that had their own visual identities. Our brand universe had become far too diverse and complex. As a result, we needed to bring all those brands back in line with their mother brand: Spuerkeess.

Once we’d come to this conclusion, we carried out test after test to achieve the best results.

Raoul: To standardise our visual identity and maximise recognition with our mother brand, we explored 3 key areas:

The stricter, clearer guidelines for colours, logos and structures mean that our communication will be clearer and more direct. In the long term, we will be simplifying all our communication materials and reorganising them into universes that will support customers at every stage of their lives.

The new charter will also mean that each of the bank’s employees, as well as all our external partners, will be able to work with print and digital guidelines that have been updated to reflect modern-day needs.

This is even more vital with the growing importance of digital communication channels, including social media, digital displays in our branches and online advertising.