One of the largest Russian banks and the country's leading consumer lender. Was founded in 1999

Russian Standard Bank was founded in 1999 and is one of the largest Russian banks and the country's leading consumer lender. It's assetes currently count around 70 lending programs in more than 1800 towns and cities in Russian Federation. The Bank has more than 26 million clients with total lending amount more than 57 billion dollars.

Ситуация

Despite a number of major achievements and established reputation, at the time of the start of the re-branding bank didn't have a single image. On the one hand, the Bank has consistently ranked in the ratings of the best financial institutions and a was considered to be a leader by several parameters. On the other - the semantic proximity to the brand beverages partly harmed the image of the bank, introducing unnecessary ambiguity. The aim of the rebranding was the adjustment of the positioning and image of the bank, which set a goal of becoming a credit monolines, serving primarily low-income groups of the population, universal bank, attractive to all sectors of society.

 


Исследование

Brandson carried out a research that showed that the current name has a resonable potenrail and required the reaload to renew its semantics for Target Audience.

 





Despite a number of major achievements and established reputation, at the time of the start of the re-branding bank didn't have a single image

On the one hand, the Bank has consistently ranked in the ratings of the best financial institutions and a was considered to be a leader by several parameters. On the other - the semantic proximity to the brand beverages partly harmed the image of the bank, introducing unnecessary ambiguity.

The aim of the rebranding was the adjustment of the positioning and image of the bank, which set a goal of becoming a credit monolines, serving primarily low-income groups of the population, universal bank, attractive to all sectors of society.

 

 

The logotype was out under restyling in multiple versions: colored, black&white in both russian and english languages and 2 and 3 row variants.

The key idea remained the same - 2 major images - the bear (unifficial symbol of Russia) and eagle (Russian coat of arms)

Simplified serifs give the logo a contemporary look
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Брендлайн

It is very important to emphasize the national identity to stress the origins of Russian Standart Bank. The Bank operates to develop the russian economy and work for the good of their country.






Фирменный стиль

Corporate identity of the Bank was also adjusted. The new colour pattern was developede based on new brand platform.

Each colour carry its own meaning. Dark red represents solidity, strength, warmth, wealth, determination, and a number of other important qualities. These meanings are set off by using the gray "metallic", which stands for progress, speed, professionalism and adaptability.

New colors became style-forming element of the whole original documentation and souvenirs.

To underline the individual character of the Bank and increase its visibility, Brandson Branding Agency experts have suggested to introduce as part of the original pattern of corporate identity in tune with Russian national patterns that were used in the decoration of fabrics.




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Брендинг отделений

An important part of the project was the branding of the Bank's branches, including both general design and detailed study of the self-service points.

This work was carried out in cooperation with the Italian partner Brandson - by CREA International, the world's leading expert in the field of physical design.

The work was thought out all the details - from traffic flow to the indoor monitor touchscreen interface and logic of convenience ATMs. In this corporate identity, successfully integrated into different carriers, got bold and spectacular incarnation.

The key idea — an open, innovative and friendly space should make use of the Bank's financial instruments as comfortable as possible.








Интерьеры в жизни



Результат

РRebranding allows us to solve a range of tasks, including and reputation. As a result of this work has significantly increased customer loyalty. At the moment, "Russian Standard Bank" is perceived by different groups of Central Asia as a universal retail bank with a good reputation. In all aspects of his career, he is honest and open policy towards consumers.

In addition, the rebranding promoted expansion of the target audience, increase in the pool of loyal customers and increase the number of bank branches.

Also, the world's largest rating agencies (Fitch, Standart & Poor's and Moody's) upgraded the ratings of the Bank, as reflected publications publications such as Forbes and RBC.

Project team:

Project LeaderEkaterina Korsunova

Strategy & AnalyticsElena Yufereva

Project ManagerAnna Kusilova

Art DirectorTimur Salihov

DesignNikita Fedrov, Julia Grebeshkova, Vladimir Trusov, Vladimir Ilyashenko

CopywritingIlya Bakylev, Alexaey Rumiancev

TechdesignSergey Ivanov


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