We have given the little man on the sundial a much more prominent appearance, and the sundial itself is much more contemporary and brightly coloured. A successful revamp to a strong and recognisable brand image. Edwin Wibbelink, Design Manager Rabobank
Rabobank refreshes its 90s logo
At the end of 2009, Rabobank approached Edenspiekermann and asked us to put together a business case for the development and implementation of a revamped logo that could be the face of the bank for some time to come. The new logo needed to be more powerful and clearer than the old logo from the 90s, and also fully scalable – from an icon on the start-up screen on a smartphone right through to the man-sized versions on bank branches. Most importantly though, the change of logo needed to take place largely unnoticed and be cost-neutral.
During the design phase, we called upon identity management consultancy NykampNyboer to draw up an impact analysis, and asked research agency Ruigrok/Netpanel to conduct a DesignEffect study which compared the old logo with the new design. The outcomes of both studies were then compiled to produce a concise and convincing presentation for the Management Team and Board of Directors at Rabobank.
The key conclusions of the investigations at a glance:
- The new logo is infinitely scalable without suffering any loss of quality, which makes maintenance and management much more straightforward for the bank
- The new logo is fresher, more contemporary and more positive than the old logo
- 80% of items carrying the house style can be converted within one year without affecting the budget
The phase-in of the new logo began in October 2010. It will require more time to change the logo on buildings and bank cards, but Rabobank hopes to have phased out the old logo by the end of 2012.
