New brand & visual identity
Deutsche Bank is bringing its brand and visual identity to the next level, underpinning its strength coming out of the crisis.
Overview
The image Deutsche Bank presents to the world through its brand and visual identity is already a strong one, but Deutsche Bank’s intention is to go further and demonstrate that it has the confidence to be part of a very select set of global superbrands.
Over the past decade Deutsche first moved up into the top ranks of global investment banks and then weathered the worst storm that hit the financial services industry in generations. It went from strength to strength and is clearly recognized as a leader around the world today.
It takes pride in the strength and resilience that provided value to stakeholders in difficult times. In the year ahead, Deutsche will continue to demonstrate an ability to adapt and to move decisively, to show an appetite for new opportunities, and a convincing desire to embrace change, to innovate. The bank’s brand and visual identity will be fully aligned with this attitude and deliver on a newly defined brand personality across all communications touch points.
Following the momentum the bank has created with the 3D logo brand campaign since its launch in 2005, the ambition is to become the world’s top financial brand achieving the same level of premium quality, consistency and exclusivity other global superbrands do.
What is happening?
The bank’s board recently approved a new brand and visual identity concept. Going forward, Deutsche Bank’s iconic logo, signaling growth in a stable environment, will stand alone and speak for itself, as the logos of all great brands do. This step will ensure Deutsche sets industry standards in the financial world, and will demonstrate its strength and confidence. The bank’s claim, ‘Passion to Perform’, will also have a significant change in format. Going forward it will appear in handwritten style, placed beneath key stakeholder messages to demonstrate the personal commitment and passion that it promises. This will strengthen the uniqueness, prominence and credibility of our claim and trust in the bank.
In addition the one-bank philosophy will be underpinned by a defined brand personality highlighting the bank’s unique characteristics: passionate, precise, confident and agile-minded and a unified visual identity to ensure the consistency that is common to all great brands. What will be the result? Deutsche will present itself as a ‘responsive’ leadership brand in business and beyond. A truly global player with a confident and premium approach to brand management – to meet the needs of today’s media convergence where clear iconic self-explaining symbols are required. A brand and visual identity system that is global, consistent and fully demonstrates one brand for one bank.
What will change?
There is a revised brand identity comprising Mission, Brand Personality and Brand Promise, which can be used as a management tool. There is a revised set of core brand elements that will be applied across all marketing applications:
- a more confident logo treatment
- a more prominent and personal claim treatment
- a clearly defined brand personality
- a consistent visual identity
- a richer Deutsche blue supported by a choice of alternative premium colors
- a more structured and precise approach to typography
- a more dynamic and appealing image library
- an updated 3D-logo graphic device
What are the launch timelines?
Launch starts February 2010. Implementation across all businesses, regions and applications will take place during the remainder of 2010 from a sustainability and cost perspective. Full migration to the new brand and visual identity will be attained by the end of first quarter 2011.
