There are some trademarks that, in my opinion, just ask for redesign. Sometimes when you look at these brand identities, you see the potential that is untapped.
I was urge to do something about it. For this reason, I decided to work on improving some of the visual aspect of these banks’ logos. I have selected three prominent US Banks, that in my opinion deserve a redesign in 2017.
I focus exclusively on the marks.
Keep in mind, that I focus on the brand marks alone. Therefore, I’m not intervening in the typography nor other elements of visual identity system.
TD Bank proudly uses the slogan America’s Most Convenient Bank® and is focused on delivering award-winning customer service and hassle-free products. The bank’s “TD” initials stand for Toronto-Dominion Bank and it’s a Canadian bank that expanded to the United States in 2008.
Experimental rebranding of the TD Bank’s brand mark features new cuts and angles that makes the mark more dynamic and suggest speed of service. The new mark was introduced to symbolize the bank’s innovative approach. TD Bank not only keeps up in today’s fast paced environment but also come across with cutting edge and fast solutions for its customers.
New logo makes it possible for the visual identity to use this simple idea and illustrate almost anything imaginable — to build a dynamic and unique world for its customers. The new angles are being used on the website that makes it more interesting and opens up endless possibilities of creative use across different media.
Conceptually, TD initials always appear inside the green square that evokes feeling of stability and trust. With that being said, there’s no need to keep the initials static and boring.
A new dimension and speed of service.
The new cuts imply mobility and a new dimension, whereas the square is more static, but also imply solidity, which is appropriate for a financial institution. See the before and after comparison board of TD bank’s logo.
Even though the new mark is a subtle graphical update it completely changes the interpretation. Notice how these minor, subtle changes move the brand dynamically to the whole new dimension.
Bank of America
The Bank of America is an American multinational banking and financial services corporation headquartered in Charlotte, North Carolina. It is the second largest bank holding company in the United States by assets. The Bank of America has offices in every state of the U.S. and makes profits in the billions of dollars.
Experimental rebranding of the Bank of America’s brand mark manifest flat design. The new mark was introduced to highlight the feeling of patriotism exclusively and cut off the American field’s associations. The new, flatten-out mark builds directly on its history—the bank was founded to lend money to immigrants that other banks wouldn’t lend to. In the face of today’s discrimination of immigrants, a stronger mark that unite the US is needed.
The digitization of commerce processes and increased connectivity of consumers is driving a digital transformation that will provide seamless payment choices. To reflect this transformation and readiness for an increasingly digital world the bank’s brand mark is simplified and modernized.
The original mark uses red and blue stripes to denote the image of the United States flag, but the symbolism of an American farm field is no longer present.
Bank for all Americans.
2017 rebranding of the Bank of America is focused more on evoking a feeling of patriotism. I believe it will benefit the bank longterm to stick to the one idea — the US flag that unite us and strengthen the feeling of patriotism.
I wanted to retain these qualities by combining the mathematical purity of geometric forms with the American flag. The new logo is simplified and perfectly calibrated for what it needs to do — digital transformation.
Capital One Bank
Capital One Financial Corporation is an American bank holding company specializing in credit cards, home loans, auto loans, banking and savings products. The bank was founded in 1988 based on belief that the power of information, technology, testing and great people could be combined to bring highly customized financial products directly to consumers.
Experimental rebranding of the Capital One bank’s brand mark solves the problem of piercing the “O” letter in the name and brings integrity to the visual mess of the previous logo.
The swoosh was added in 2008 in the face of economic crash and it was highly criticized. No matter how you hate it, the swoosh gots to stay because of the recognition it built in the mind of consumers. It also became a visual shorthand that can tie together all of marketing materials. For this reason, I decided not to get rid of it but rather fix it and make it work.
The new mark of Capital One bank embrace design trends and brings order and integrity to the visual clutter of the previously unattractive piercing swoosh. The new logo focuses on the central part of the swoosh and emphasizes forward-thinking abilities in a new, integral way.
Integrity and forward-thinking abilities.
The boomerang, swoosh or however you choose to call it — causes more harm than do any good to the visual appearance of the existing brand identity. See the before and after and notice how I dealt with this problem.
I believe that financial logos are supposed to be more conservative. They need to indicate trust and reliability rather than trying to imitate Nike’s swoosh. What do you think?