KBC

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Branding

KBC is one of the largest Belgian bank insurance groups created in 1998. It was founded as a result of a merger between the Credit Bank, CERA Bank, and ABB Insurance. This merger followed the trend in the financial world to bundle banking and insurance activities.

The challenge was to create a new brand identity that brought the merging partners together under a recognizable flag and culture. Implementing the new visual identity was a feat that had to be done quickly, both to build on the momentum of the merger, but also because hundreds of banking and insurance offices had to be given a new look.

We designed the new logo, which was warmly received by employees and customers. It symbolizes a banker who welcomes you with open arms. Interestingly, this design took on a life of its own inside and outside KBC; some saw it as a swimmer, while others interpreted the dynamic posture of the arms as a symbol of progress. The enthusiasm around the new brand led to an accelerated rollout of the new corporate identity, which spanned all touchpoints, including print, office signage, and much more. Since then, the KBC brand has been a strong and recognisable icon in the Belgian financial sector.