Siegel+Gale was appointed brand development partner for new bank Equa bank and tasked with developing a brand platform, name and visual identity. A key challenge was to create a fresh, new banking brand that was worthy of its ambitions.
Based around the idea that the new bank would facilitate and expedite the banking experience, the brand promise of “simply better banking” was born, matched with the voice attributes of energetic, clear, contemporary and fresh.
To bring “simply better banking” to life, the new identity is based on the idea of highlighting what is important. The logo is a custom typeface with a striking angularity to suggest the effect made by a highlighter pen. This idea extended to creating a graphic system that used the familiar highlighting colours of pink, blue, yellow and green. It is complemented with a unique style for photography, using a cut-out approach and distinct image selection to truly differentiate it from the competition.
Clive Rohald, Creative Director at Siegel+Gale said, “A bank that promises “simply better banking” needs to remove the hassle and help its customers focus on what matters most to them. We created an elegantly simple brand that is fresh and engaging.”
The new name needed to work in a variety of Central European languages. Equa bank is a clean, fresh sounding name based on the idea that simply better banking was about a relationship of equals, not the distant, institutional approach of the bank’s competition.
Henrieta Arslanova, Head of Marketing, Equa bank, commented, “Czech customers look for transparency, simplicity and user friendliness when choosing banking services. The contemporary, dynamic and clear visual identity created for Equa bank by Siegel+Gale is spot on. Not only does it appeal to our customers and reflect our offering, but it really sets us apart from the competition.”
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