| Raiffeisen Schweiz
2007 ReBrand 100 Winners > merit
Industry: Banking - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting/Challenge - F. W. Raiffeisen founded the first cooperative lending bank in 1864. It became the favourite bank in rural areas. Raiffeisen was close to its clients and showed this in the old logo comprising ears of wheat, a key and a honeycomb. The bank is Switzerland’s largest retail bank and still a mutual in which decision-making involves getting some 400 directors to row in the same boat.
Strategy - Against the background of fundamental changes in the Swiss banking industry, Raiffeisen seized the opportunity to change its strategy and become attractive to a wider circle of potential customers.
• Based on this strategy and the values of the brand, MetaDesign proposed a courageous step to focus visually on the good name of the bank.
• The new logo was so convincing it became clear that the whole corporate design needed an update.
Result - After acceptance by the executive board, the new corporate design was presented in a roadshow to 400 bank directors. It took everybody by surprise when the result of a secret ballot showed more than 80 per cent in favour of the new look.
Credits:
Client: Raiffeisen Schweiz - www.raiffeisen.ch
Head of Marketing and Sales: Dr. Patrik Gisel
Head of Brand Development: Robert Fuchs
Brand Strategists/Designers: MetaDesign Zurich - www.metadesign.ch
Managing Director: Dr. Alexander Haldemann, MetaDesign Zurich
Creative Director: André Stauffer, MetaDesign Zurich
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