Brand Refresh
How the brand project came to life:
In an ever-changing world, we identified the need for our brand to evolve. We have already a very strong brand, but there was opportunity to push it even further. In order to unify the existing different branding approaches across markets, make our brand experience consistent, and enable re-use, we worked on refreshing RBI’s brand strategy and identity. Our starting point was the brand positioning: ease.
As a safe and reliable bank, we provide customers with simple and excellent services in every interaction. This enables customers to feel at ease and to focus on their progress in life: they can take control of their own future. Make it happen. The slogan applies not only externally, but also and most importantly internally. On the identity side, the starting point was the 2 distinctive assets we already have: the Gable Cross and our yellow tone. Through leveraging both and implementing some new ones, such as an arrow shape, a slogan and a sonic logo, we created a consistent and flexible system. The goal is to ensure brand quality and enable brand growth.
Staying true to the brand roots
According to Ehrenberg-Bass Institute of Marketing Science, distinctive assets are nonbrand name elements that trigger mental shortcuts to identify the brand. Based on the Gable Cross, we created the foundation of the whole identity: our brand shapes, illustrations, photography style, and all other elements follow the iconicity of our most distinctive asset. We highlight the diagonal grid and use all graphic elements consistently. The entire process follows the evidence-based model from Ehrenberg-Bass Institute of Marketing Science:
Branding: Through leveraging distinctive assets and using them consistently across all touch points we ensure branding quality, which enables brand growth.
Marketing: Through reaching all category buyers, being creative, consistent, distinctive, and relevant using category entry-points we ensure media, creative and message quality, which then unlocks marketing effectiveness. As of mid-2023, we start our journey towards enabling a consistent brand experience across the RBI Group – perfectly fitting our guiding principle “Think RBI” to keep the holistic picture of RBI in mind and to jointly shape the future of our company.
Discover the brand guide:
All definitions for the refreshed identity and guidelines, how to use the Make it happen concept, as well as updated templates can be found in our complete brand guide. In this link you’ll find a short summary of the refreshed brand and a form to request access to the full Brand Guidelines:
Make our future happen:
This is a historical moment for Raiffeisen Bank International. Group Marketing is excited to start this new chapter together with you – and we count on you. The Brand and Content Marketing team has provided templates for branded materials and communication formats which can be found in the Guidelines and on Share Point. They are also able to provide support as you transition to the new Brand Guidelines. If you require feedback to validate a new branded material, or need assistance with how to use the refreshed elements, please don't hesitate to reach out to the team directly.
Spread the word
We invite you to spread the word about our refreshed branding by sharing it with your network. You can get started by downloading and selecting your preferred template post from here.
Next steps after the brand launch:
Starting in mid-May 2023, we will be rolling out our refreshed brand identity across all key touchpoints, both internally and externally. If you haven't had the chance to update your materials with the new brand identity, don't worry – implementation will happen gradually. Please use the new available templates starting mid-May. We anticipate that the transition phase for digital touchpoints will continue until the end of 2023.
For physical or print materials, we expect the new identity to be applied on demand. It's important to keep in mind that the entire rebranding process should be fully completed by mid-2024. Together we are one brand. We have common goals, so let us focus on our similarities. We can only make our unified brand happen with the support of everyone.