BRAND IDENTITY by SEENK for BNP Paribas Open

BRAND IDENTITY

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Industry Banking, Banking & Financial Services
Media Design & Branding
Market France
Agency SEENK
Creative Director Clément Derock
Released February 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: BNP PARIBAS
Product/Service: BANK
Agency: SEENK
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: SEENK, Paris, FRANCE
Entry URL: https://brand-universe.bnpparibas.com/
Creative Director: Clément Derock (Seenk)
Consulting Director: Philippe Thomas (Seenk)
Media placement: Brand Identity - International - December 2008

Describe the challenges and key objectives

The purpose of overhauling the visual identity and graphic guidelines is to enable BNP Paribas to establish a strong brand territory enabling it to: • Adopt a common method of signature associating the identities of subsidiaries to their baseline • Achieve consistency across all communications media • Modernise the image of the group while retaining its existing characteristics (the taking-flight curve and the colour green) • Raise the visibility of the various business sectors of BNP Paribas • Strengthen the international impact of BNP Paribas • Make the new visual identity of the brand consistent with its new brand values

Describe the brief from the client
BNP Paribas, a European leader in banking and financial services, has now become a powerful, innovative and cohesive brand. To strengthen its brand image, the group wanted to deploy a common method of signature across all each of its three divisions and their subsidiaries to afford the brand a high degree of visibility throughout the world.

Describe how you arrived at the final design
This overhaul of the brand's identity resulted in the creation of a common system of signature:the Brand Block witch takes its inspiration from the facades of the bank's branches. In graphic terms, the Brand takes the form of a strip incorporating: • The logotype of the issuing entity within the group • The associated baseline • Website address (sometimes) The accompanying elements of this creative project were as follows: • Overhaul of the logotype (change to a three-dimensional emblem and standardisation of the typeface) • Deployment of a graphic guidelines package: online graphic guidelines and a Digipack (CD-Rom containing the graphic guidelines, a mini-guide to the new visual identity and basic rules of use)

Give some indication of how successful the outcome was in the market
The new BNP Paribas visual identity has been deployed since December 2008 and is used by both the group and its subsidiaries. This new visual identity has been met with a really enthusiastic response on the part of BNP Paribas employees, who have readily adopted the graphic guidelines and apply them on a day-to-day basis.