The Rabobank Group is a large company with a broad spectrum of target groups: from private individuals with a mortgage or savings account, to the international business market. Rabobank wishes to present itself as a single brand. What is required in order to communicate with such diverse target groups without losing identity or credibility?
Since 2003, Edenspiekermann has been helping the bank keep a tight hold on the reins when it comes to its own brand identity -- graphically, digitally and spatially speaking. Our task is not limited to safeguarding the house style; just as often we use our expertise to develop brand-strategic projects. This provides Rabobank with all the necessary tools and resources to present itself as one recognisable entity. Everything Rabobank does contributes to the identity of the brand: from bank statement to website, from branch office to consumer brochure.
Edenspiekermann’s point of departure is a single brand notion incorporating the various segments of the brand. This allows these individual segments to retain their own strength, function and value.
Without stylistically breaking with the past, we have developed a style which allows the bank to better present itself to the various markets. With a no-nonsense approach and a focus on efficiency. As far as the business market is concerned, a good example of this is rabobank.com. We have developed identity building blocks which enable Rabobank to provide its methods of communication with the right look and feel. This allows the bank to be in a position to effectively reach its different clients.
We have also made sure that the house style fulfils modern-day requirements. The logo designed in 1996 was too detailed for scaled-down reproduction in the digital environment. We modified the logo so that it would be easier to convert into pixels.
Despite its strongly decentralised organisation and ownership structure, Rabobank is still able to present itself in the market as a strong and distinct entity. Rabobank’s clever and easily applicable visual identity contributes in no small way to its undisputed market position.
