First Bank Corporate Identity, Signage and Collateral
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
First Bank |
| Project |
Corporate Identity, Signage and Collateral |
| Industry |
Financial Services |
| Services |
Brand Communications and Collateral
Brand Identity
Corporate Design
Environments
Wayfinding
|
The Brand Union developed a strong brand strategy and corporate identity that reflects a world class bank while remaining relevant within the local market.
First Bank is the largest and one of the oldest banks in Nigeria, well known for its reliability and consistency in a volatile market.
First Bank was perceived to be old, slow, inefficient with low service levels but was safe and secure. As a result of these perceptions, an internal process was initiated to increase service levels within the bank.
The Brand Union was briefed to reflect these internal changes by creating a single unified brand and update the market face of the bank to reflect its contemporary attitude while retaining its heritage.
The challenge was to change the brand perception from one of a slow moving, bureaucratic organisation to one with vision and dynamism.
The previous identity was outdated, cluttered and not visually strong.
It did however contain that elephant icon which proved to have strong associations with the locals, so much so that First Bank was referred to as “The elephant bank”.
We wanted to retain this strong equity therefore we recommended that they keep the elephant icon as well as their name.
The African elephant depicts the pride, strength and future focused aspects of First Bank. In the past the identity contained two versions of the name, namely: 1st bank as well as First Bank, we recommended for simplicity sake that a single execution of the name be implemented.The revised identity is indicative of a proud Nigerian bank with a long heritage.
