The symbol was made from the initials of both brands. Letters in perfect harmony, endlessly in movement. Bold but friendly, a contemporary but established value.
For the logo we tweaked Romain, the serif typeface. Some serif letters turned into sans letters. This mix of both tradition and modernity reflects the new identity concept.
We worked out the entire brand identity’s toolbox and, to offer Degroof Petercam a 360° communication, we asked the advertising agency AIR to join forces. They are now taking care of all the implementation and campaign development.
I like this poster because it nicely balances tradition and modernity. We used the contemporary symbol in a very classical way, almost as a baroque ornament.
In today’s world a financial reference institution like Degroof Petercam has to provide its clients with an efficient yet distinctive and pleasant online experience. So the big challenge was to design a UI that takes the banking industry standards to a new level, while keeping usability as the top priority. A UI that works neatly, and allows for beautiful design. In collaboration with the Degroof Petercam team, we designed and iterated over a few prototypes. Thank you InVision. Good collaboration leads to good results.
We were very lucky that Fran Van de Velde and Edouard Pecher had the time to help us develop the thousand and one applications.
Since the identity will be implemented by the Degroof Petercam team, it was very important for us to define clear and user-friendly guidelines. We developed an online tool compiling a vast array of guidelines. Hosting that tool online allows our designers to update them easily, and the Degroof Petercam team to always be sure they are following the most up to date version.