Description of the problem
The rebranding project of Ayandeh Bank started when the bank wanted to add a new group to its stakeholders and customers in order to strengthen its position in the market. This group were special and economically high class customers for whom the bank was trying to create value and become their first choice in the field of banking services.
In line with the development plans, new strategies were formulated in the bank. The directors of Ayandeh Bank decided to design and launch luxury and special branches, so that this brand can change its identity from an ordinary private bank to a bank for special customers. However, the lack of eye-catching and distinctive features in the design and brand personality was a serious obstacle to the realization of this new strategy. Therefore, the redesign of the visual identity of the bank was started by the consulting company Design and Anhem, emphasizing the following two considerations:
Not changing the general logo of the Ayandeh Bank and not losing the previous identity
Keep the brown color
Challenges and solutions
Vand’s strategy team conducted a study to evaluate the audience’s perception of the future bank (Audience Perception). The results of this research showed that the target audience categorizes the Ayandeh Bank as one of the normal banks of the country, not a distinctive bank with a special value.
Therefore, in the first step, the desired goals of brand development should have an objective and tangible expression in the visual identity so that the bank’s specialness can be seen by the customers of the branches. To achieve this, two important goals were pursued in the redesign of the visual identity of Ayandeh Bank:
Aligning the current visual identity with the development vision of the bank
Create visual consistency across all touchpoints by defining detailed guidelines
According to the request of the bank managers to preserve the previous identity, first it should be determined what elements of the Ayandeh Bank’s identity are prominent in the minds of the audience.
The state of Brand Recall and Brand Recognition of Ayandeh Bank indicated that the audience knows the bank’s logo very well, so keeping the current logo structure would not harm the project.
However, maintaining the brown color was extremely problematic. The brown color did not evoke luxury and specialness, and in addition, it was clearly in conflict with the verbal identity of the bank. We believe that when a brand’s slogan emphasizes “the future is bright”, dark brown cannot be the dominant color of that brand. . The bright future had more affinity with bright colors, so Wend’s strategy to solve this challenge was to remove the brown color from the backgrounds and use two colors, white and gold.
Results and impacts
By replacing the golden color on the white background, and slightly changing the form of the logo, we changed the face of Future Bank from a normal private bank to an ideal bank for special customers.
The visual identity was adapted to the verbal identity (slogan) of Ayandeh Bank. In the course of the compiled strategies, a new visual identity was developed for all the “contact points” of the bank, and a comprehensive brand book with more than 200 pages and about 500 designed files was compiled.
All the elements of the Ayandeh Bank, from the signboard and header, bank forms and letterheads and bank cards to the ink color of the signatures, stamps, fonts, advertisement boards, the layout and composition of the ATM, brochures, emails, printed identity, identity of social networks and… redesign were created to create the integrity and coherence of the bank’s visual identity in a single body.
The first examples of the new visual identity and the alignment of strategies with designs led to a number of executive actions. At that time, with a new visual identity, Ayandeh Bank became the Iranian sponsor of the “Louvre Museum in Tehran” exhibition, which held a large exhibition of Iranian treasures in the Museum of Ancient Iran. After that, the “Iran Mall” branch of this bank was opened with this new identity. On the other hand, the managers of Aindeh Bank have used and continue to use their new image identity in cases such as special events and meetings and buying exquisite gifts for special customers.
Associates of Ayandeh Bank:
Dr. Sam Farrokhi
Toraj Saberivand (Design Strategist)
Ali Jamali (graphic designer)
Nilofar Sharifi (graphic designer)
Project process: design strategy/redesign of the image identity of the brand/editing of a comprehensive brand book
Project execution time: 1397