Banking on a new identity

The brand has changed from plain gold and green to vibey, warm colours with interesting images that are intended to express the organisation's commitment to its customers.

“The existing identity didn't represent the organisation or our vision correctly,” says Cas Coovadia, MD of The Banking Association. “We represent an industry that is perceived negatively; we wanted to turn this perception on its head. Promote it as a positive force for change and at the same time create this change in our industry – not just for SA, but beyond our borders – in the SADC region. We believe our new identity achieves our objectives.”

Interbrand Sampson Africa was tasked with creating a new corporate identity that successfully translated the business strategy into a corporate identity.

“The design balances the seriousness of the financial services industry with an organisation that acts as a catalyst for progressive change, highlighting its specific focus on the needs and circumstances of South Africa and the region. In addition the design conveys neutrality and objectivity,” says Doug de Villiers, Interbrand Sampson Africa CEO.

Furthermore, the new colour palette represents the warm reds, oranges and yellows of the African dawn. Grey was used as a highlight colour to support the primary, bright palette as a metaphor for solidity and establishment.