The Union Bank rebranding, what I think
The Central Bank of Nigeria’s regulatory mandate to rebrand has gotten many banks changing the shapes and colors of their brands. Many of the logo redesigns have not impressed me. And I’m yet to be flattered by any banks’ rebranding effort.
The worst move yet has been the Fidelity Bank logo rebranding(and that’s my own opinion) and the Wema Bank’s is meaningless to me. But rather than poke my finger in each hole, I have chosen to interpret in a different version, the financial brands that use animals in their branding expressions.
Union Bank
According to the Head of Corporate Communications, Ogochukwu Ekezie-Ekaidem, “Our iconic white stallion, which represents strength and passion, is now in motion, with energy and dynamism….we have included patterns to infuse a contemporary feel to the overall identity”.
The new logo does represent some form of energy, but the ‘iconic white stallion’ is gone. The stallion itself is an icon of strength and pride which is something I feel Union Bank should have retained. What exists however, is the symbol of a race horse, probably a Thoroughbred- raised in captivity only for entertainment or maybe war.
My interpretation(on the right) is what strength, passion, energy and dynamism in a stallion should look like.
First Bank of Nigeria
The same with the First Bank. According to Ani-Mumuney, “The iconic African elephant has been a robust symbol of strength and growth for First Bank, FBN Holdings and all its subsidiaries, establishing the organisation as a clear leader in the financial services industry.
“The raised head of the elephant in our refreshed identity is our promise to all customers that with us in their corner, every financial challenge they face, they can face with their head held high,” Ani-Mumuney added.
But was it interpreted well? With mine, I connote the properly raised head of an iconic pride, strength and bold promise. I also modified the logo type to reflect a serif font that buttresses this point.
Let me know what you think! :)
