抱歉，本文中文版本正在制作中 Two venerable financial institutions merge to form one major bank. 11 million customers need a new kind of communication. And all of them should recognize their bank while understanding that it has taken a step into a new future. MetaDesign worked with Commerzbank and Dresdner Bank to define their common brand core and translate it effectively and credibly into a new identity.
Together the two banks are now a major player in the financial sector. With over 20,000 employees, the new Commerzbank is the largest non-state-owned bank in Germany. Through the merger alone the two institutions can save up to 24 billion euros.
The brand promise, “Achieving more together”, reflects this powerful force. But the banks work not only with one another, but also with their customers. Forging new paths, defining the balance between opportunity and risk in common dialog, and offering highly-trained advisers – that is the bank’s target for the future.
The new bank presents itself to its clients, business partners and employees in one harmonious appearance. And the new look is consistent throughout all channels, from business cards, brochures and advertisements to the branch furnishings and the brand’s sound. Wherever customers come into contact with the old or the new bank, they feel that something has changed.
And for the first time the new identity is not only visible, but also audible. We developed a sonic logo and brand music so that Commerbank not only catches the eye, but also the ear of its target groups.
Flooded in sunlight – the newly developed Commerzbank picture world concept. Sunlight and its targeted use in all photographic products is the basis for this concept. A concept that fills its characteristic motifs with warmth and openness – clearly setting the Commerzbank brand apart from its competitors and into a visual category that is all its own.
At the center of the Commerzbank picture world are six golden rules, guaranteeing the perfect brand fit for each photo shoot. Sunlight – a metaphor for warmth and openness takes the stylistic lead and provides the characteristic light-saturated motif. The key players’ characters, charisma and actions reflect the brand positioning – “partnership and performance”.
The starting signal sounded in June 2010: the former Dresdner Bank branches and the first Commerzbank sites were redesigned. This process will be finished in 2011. From then on, all 1200 branches will welcome their customers in the clarity of the bank’s new design. This new, more attractive look is also designed to encourage dialog and thus support the bank’s sales targets.
The brand portal we developed for Commerzbank provides all information and tools necessary to reflect the bank’s new identity across all channels and platforms. The portal contains everything employees, agencies and other suppliers need to implement the brand’s look and feel. They can also access background and training information as well as a wide range of sample applications illustrating the use of the new brand.
The new Commerzbank now expresses its identity: the brand has come to life.
Even the experts are impressed by the clear strategy and concept behind the brand’s relaunch. The Commerzbank corporate design received both the red dot award: communication design and the Corporate Design Prize in 2010. And in the same year, the new Commerzbank logo won the iF communication design award.
