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Bēhance

mBank - the future of bank branding

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  • The new brand for mBank. Comprehensive rebranding of a BRE Bank Group - fourth largest banking group in Poland.
     
  • Client: Grupa BRE Bank
    Strategic director: Mariusz Przybył
    Creative director:  Wojciech Mierowski
    Designer: Wojciech Mierowski, Marcin Zaborski
    DTP: Jacek Stankiewicz
  • The new brand for mBank brings the cutting edge technology together with a user centric approach to create a modern organization that constantly adapts to ever evolving needs. The idea of mBank's branding system is a synergy of:
     
     
  • Flexibility
    Logo shaped in the form of pictograms symbolizes the ability to adapt to the world of customers and their diverse needs. Thus the bank and its intangible services are becoming tangible.
     
    Scanning needs
    Stripes resembling barcodes mean that mBank intelligently scans and recognizes individual needs. What is more, these belts give the bank a distinctive Polish look - they are like indigenous, folk and ludic Łowickie stripes (traditional, regional Polish patterns). 
    Stripes have also a different, more internal meaning for mBank – comming together to create a ribbon express the appreciation of merit and dedication of the people who create mBank through their everyday actions.
     
    Cohesion and diversity
    The icons change colors according to target group. Together they create a constantly changing platform for communication - each set of color bars is completely distinctive and in the same time absolutely coherent - realizing and implementing the idea behind the brand. The system implements the principle of unity in diversity - demonstrates that the future of banking belongs to flexible and lean institutions able to individually address the needs of every single client.
  • Before...
  • Inspirations
  • Łowickie stripes (traditional, regional Polish patterns)
  • Ribbon
  • Many different needs, many different choices, many different possibilities. Barcode is symbolic figure for scanning microsegments needs.
  • After...
  • Final color set and font
  • Logo
     
    The new system was designed to identify different segments not just by colors, but also by shaping logo into pictograms created for every consumer group... There is no basic logo version.
  • Mass market
  • Private banking
  • SOHO clients
  • Premium banking
  • Corporate clients
  • Applications of branding system - mass market
  • Applications of branding system - premium banking