Degroof PetercamMoney Matters
Merging two private banks into one that’s valued by all
The merger of two private banks into Degroof Petercam called for a logo that perfectly balanced those of its predecessors, to aid its future success. Through flat design and high execution, the usual tropes of banking imagery were replaced with new codes that feel in line with contemporary high-end users.
In 2015, Belgian private banks Degroof and Petercam merged into a new financial institution, which needed a contemporary brand that would shake up the traditional banking sector. The identity needed to reflect the commonalities of both original companies, preserving what made them both unique, while speaking to clients looking for expertise in contemporary finance.
A symbol made from the initials of both brands places the letters in perfect harmony, and endlessly in motion, as a bold but friendly, contemporary yet established design. The logo also integrates a version of the Romain typeface, modified by trimming some serif letters into sans formats. This creates a balance between tradition and modernity that forms the core of the new identity.
After creating a brand identity toolbox, we joined forces with advertising agency AIR in order to offer Degroof Petercam a 360-degree communication system for implementation and campaign development. Posters employed our contemporary symbol in a very classical way, almost like a baroque ornament, again reflecting the traditional-modern equilibrium.
In today's world, a bank like Degroof Petercam has to provide its clients with an efficient yet distinctive and pleasant online experience. A big challenge was to design a UI that takes banking industry standards to a new level, while keeping usability as the top priority. A UI that works neatly, and allows for beautiful design.
The identity was implemented by the Degroof Petercam team, so a digital tool was developed to provide clear and user-friendly guidelines to assist them. Hosting this tool online allowed our designers to update these guidelines easily, ensuring the Degroof Petercam team always followed the most up-to-date version.
A highly successful merger was achieved through a combination of flat design and high execution, resulting in a brand that speaks the language of today’s private banking customers.
The merger of two private banks into Degroof Petercam called for a logo that perfectly balanced those of its predecessors, to aid its future success. Through flat design and high execution, the usual tropes of banking imagery were replaced with new codes that feel in line with contemporary high-end users.
In 2015, Belgian private banks Degroof and Petercam merged into a new financial institution, which needed a contemporary brand that would shake up the traditional banking sector. The identity needed to reflect the commonalities of both original companies, preserving what made them both unique, while speaking to clients looking for expertise in contemporary finance.
A symbol made from the initials of both brands places the letters in perfect harmony, and endlessly in motion, as a bold but friendly, contemporary yet established design. The logo also integrates a version of the Romain typeface, modified by trimming some serif letters into sans formats. This creates a balance between tradition and modernity that forms the core of the new identity.
After creating a brand identity toolbox, we joined forces with advertising agency AIR in order to offer Degroof Petercam a 360-degree communication system for implementation and campaign development. Posters employed our contemporary symbol in a very classical way, almost like a baroque ornament, again reflecting the traditional-modern equilibrium.
In today's world, a bank like Degroof Petercam has to provide its clients with an efficient yet distinctive and pleasant online experience. A big challenge was to design a UI that takes banking industry standards to a new level, while keeping usability as the top priority. A UI that works neatly, and allows for beautiful design.
The identity was implemented by the Degroof Petercam team, so a digital tool was developed to provide clear and user-friendly guidelines to assist them. Hosting this tool online allowed our designers to update these guidelines easily, ensuring the Degroof Petercam team always followed the most up-to-date version.
A highly successful merger was achieved through a combination of flat design and high execution, resulting in a brand that speaks the language of today’s private banking customers.
- Creative DirectionThierry Brunfaut
- DesignSander Vermeulen
- Strategy & CopywritingJasmine de Bruycker
- Digital Design & DevelopmentDelphine Volkaert, Jacques Letesson, Steve Piron, Pierre Stoffe
