Opinion BY Sam Becker

Commerzbank Folds

The sweeping consolidation of banks worldwide continues with the merger of Germany’s second and third largest financial institutions: Commerzbank and Dresdner Bank. The new entity, to be named Commerzbank, has enlisted the talented, local and proven (though Erik-Spiekermann-less) design firm Meta to perform the brand alchemy. For all to see, the result is clean, rational and undeniably German.

The reasons to redesign were many. Both companies have recently received state-funded assistance. And there’s usually a desire after a merger to present a unified face that draws, in some way, from the histories and qualities of the individual entities. The new Commerzbank mentioned this in their press release:

The traditional Commerzbank brand is repositioning itself as a new Commerzbank through the merger of Commerzbank and Dresdner Bank. The new brand incorporates the strengths of the two traditional brands and serves as a symbol of "Growing Together." Commerzbank aims to be the "house bank" for private and corporate customers in Germany, synonymous with long-term partnerships and outstanding service.

Proud of the redesign, Commerzbank has also posted a wealth of materials about their new brand. The following frames are from a video produced to illustrate the delicate, thoughtful process of creating a new brand. The detail they show is refreshing and the content is surprisingly universal.

Stills from the Commerzbank brand video.

Though narrated in German, anyone remotely involved with the world of branding will know exactly what’s going on here. You have the usual suspects: a creative director with long hair and a suit with no tie, the twenty-something designer hunched in front of her mac wearing a yellow (of course!) sweater and a trendy scarf. The design stages are everything you would expect. Analyze every shape in between the Dresdner mark and Commerzbank mark. Develop systems around the most promising marks. Take the selected design and agonize over the color, shape and typography. How does the wordmark lockup with the symbol? Make sure it tests well. I love the bottom middle-frame. You don’t need to know German to know what that market research question asked!

Merger Roulette: the new brand is a hybrid of traits from the original two.

The new logo takes the symbol from Dresdner and leans heavily on Commerzbank for the rest. The resulting brand is very well put together. The wordmark is still in all caps, but the type appears to be customized Avenir Next, thoughtfully condensed to take up less space and help the nascent symbol stand out. The new type is a marked improvement over the wide Optima used before. I love how the left side of the triangle fits perfectly with the geometry of the K.

The previous symbol for Commerzbank was called the "quatre vents," or "four winds" and it reflected the "strategic cooperation with partner institutions in Europe" and conveyed "the cosmopolitan dynamism of the bank." The new mark which they refer to as a ribbon, predictably connects "customers, employees and investors." The new logo "reflects dynamics, continuity and stability." The way the curves fold into the sharp corners seems a little awkward and abrupt to me. Of course, the smaller it gets, the less I mind. The added dimensionality of the mobius effect seems a little friendly for a bank but that is offset by the simple—almost austere—system of collateral.

Companies merge frequently and the urge to retain everything from those brands or change nothing at all can be irresistible. The new Commerzbank brand, through its restrained execution and meaningful implementation, may convince their customers they are changed for the better.

Thanks to Dirk Haard for the tip.

DATE: Nov.11.2009CATEGORY: Finance 54 COMMENTS

Warren’s comment is:

Really nice branding, doesn't say too much or too little, dash of zeitgeist but definately something that won't date in 18 months.

On Nov.11.2009 at 06:56 AM

Martin Jordan’s comment is:

It might be worth to mention that Otl Aicher created the original mark for Dresdner Bank in early 1970s.

In the meanwhile since the installation of the ›quatre vents‹ logo in 1972 the other three partners of the alliance dropped the mark already some time ago: Banco di Roma became a part of Unicredit and Banco Hispaño Americano was bought by Banco Santander. The lastest acquisition was Credit Lyonnais’ in 2004 which changed its sun mark 5 years ago.

With the loss of the allies the mark not only looked outdated, but had no meaning to anyone anymore. This makes the adaption of the fine Otl Aicher / M. C. Escher logo a brilliant strategic decision respecting and embracing millions of former Dresdner Bank clients and employees.

(The Credit Lyonnais logo until 2004:

On Nov.11.2009 at 07:04 AM

Arno’s comment is:

Just a couple days ago I discussed with a friend whether we should email you a request to write a post about the new commerzbank (we were actually standing in a dresdner bank at that time.) now you beat us to it. you are truly up to date with everything that goes on in the branding world and I enjoy reading BN very much. keep up the good work. best regards from germany.

On Nov.11.2009 at 07:09 AM

ck’s comment is:

Very nicely done, one of the better merger identities I've seen in some time and clearly taking the best bits from each and putting it together into something new, yet respectful of the past. I generally detest the web 2.0-ization of logos but it's subtle enough here to work nicely.

The only thing I'm not too wild about would be the yellow color, it's not really a color I would associate with banking, but looking at their website it's not being overused and since it was already established with the previous company I imagine it works just fine in Germany.

On Nov.11.2009 at 07:22 AM

Christian’s comment is:

When I saw the last picture of the two ad scans the left one immediately reminded me of Renault. Image search for Renault logo. The yellow is pretty similar.

On Nov.11.2009 at 07:40 AM

Jaky Astik’s comment is:

Actually, I have started to love the design. It's more in motion, is totally easy enough to remember and the merger of both the banks is easily done in the logo itself. great work!

On Nov.11.2009 at 07:47 AM

Sterling Cooper’s comment is:

It looks a lot like the OnLive logo. That's the first thing I thought of.

http://www.onlive.com/

On Nov.11.2009 at 09:35 AM

Armin’s comment is:

This is so flawlessly executed it almost hurts! Everything about it feels it belongs. Even the gradients, which in this case substantiates the dynamism of the icon. I do wonder what it looks like as a flat color application.

And, how about that lovely chart by Sam? *Golf clap*

On Nov.11.2009 at 09:36 AM

Erwin’s comment is:

I'm not a fan of the new brand at all...

Shapewise the logo gives me feelings of danger, hazard, a warning sign, discomfort... Using yellow as your main color only makes things worse...
Has anyone ever seen one of these babies:

http://amishamerica.typepad.com/amish_america/images/orange_triangle_1.jpg

A logo like this is not very inviting to potential clients, it doesn't represent security to me, which imo is a must in the banking business...

Bottom line: I think the logo is better suited for a construction company or something like that, just not a bank...

And the pointy corners really really bother me!

On Nov.11.2009 at 09:52 AM

Ryan’s comment is:

This has the same problem as the F-Secure logo, the folds make absolutely no sense.

On Nov.11.2009 at 10:03 AM

Dennis Van Staalduinen’s comment is:

The new identity is well regulated, low risk, and not in need of a massive bail-out.

As for the "warning sign" comment above, it's not that jarring, and besides, anything symbolizing caution is a good idea for a bank for the future.

On Nov.11.2009 at 10:10 AM

Danae’s comment is:

I don't mind the yellow, but it does look a bit like a recycle symbol, among other things. However, if i'm critiquing the actual shape rather than what it evokes, I am not a fan of the sharp edges with such a free-flowing "ribbon" type shape. Not only is it not accurate as to how the shape would actually flow in 3-D, but the mixture of curves inside the shape and sharp edges outside is totally un-harmonious!

On Nov.11.2009 at 10:31 AM

Gordon P. Hemsley’s comment is:

This seems oddly like the merger between TD Bank (green) and Commerce Bank (name). Although this American counterpart didn't use the latter name in the merger—only their slogan of "America's Most Convenient Bank".

On Nov.11.2009 at 10:32 AM

James T’s comment is:

Going to disagree with you there, Erwin. The hazard sign didn't register at all because of the golden yellow (almost regal quality?). When I see that color and the beautiful folds, I perceive rich quality and no nonsense.

On Nov.11.2009 at 10:37 AM

toby’s comment is:

The old Dresdner Bank logo was a perfect hexagon. The new Commerzbank logo is not, its sides are unequal. Why?

I have a slight problem with the combination of round inner shape and angular outer shape. A Möbius strip of paper or fabric will never look like this; it's pseudo-3D.

And yes, it reminds of Renault's logo (by Victor Vasarely). Not only the colour is almost the same (what's the exact definition, is it a RAL or Pantone yellow?) The shape and the angles of the upper half of both logos are very similar. Compare for yourself:

On Nov.11.2009 at 10:46 AM

Ty Halasz’s comment is:

Overall, it's solid, but I would have liked to see the angles in the icon parallel the angles in the K of Commerzbank. They are ever so slightly off, and I think it would have been more cohesive if they matched.

On Nov.11.2009 at 10:46 AM

kox’s comment is:

Love the attention to detail; even in the brand film, it looks like they made sure to use the same warm yellow as a bounce on the characters' faces. Nice.

On Nov.11.2009 at 10:57 AM

Rx’s comment is:

the only thing I did not like was this:

this relationship bothers me.

ps: sorry for my English

On Nov.11.2009 at 11:23 AM

Seabiscuit’s comment is:

Nicely crafted mark, although I wish the angle of the 'k' was a perfect match to the angle of the symbol.

There seems to be a proliferation of ribbon-like marks in the market these days. For example http://www.underconsideration.com/brandnew/archives/gaming_logo_on_demand.php

On Nov.11.2009 at 12:00 PM

Raymond’s comment is:

My first thoughts were:

1 - When are people going to stop using the folded ribbon concept?
2 - The soft inside vs. sharp outside corners are very off-putting.
3 - Chase bank's 4-sided ribbon.
4 - I wish the hot German girls at the desktops were working for me (I have to figure out a way to work that into my "Required Qualifications").

Peace.

On Nov.11.2009 at 12:26 PM

Monk’s comment is:

As a designer ourselves, we all seem to have 50-50 split of what we like and don't like about the logo. This pretty much sums it up that design is very subjective. Yes, we all know the rules and encouraging each other to push the envelope and think outside the box. As in this case, the hybrid of the sharp angel and subtle rounded inside corner (which I thought what made this logo unique) have caused a lot of us to feel uneasy about.

And for the RENAULT look alike folks. How many logos have we been created throughout the history of design? One is bound to look like the other or seems to have copied something from somewhere. You can't make everybody happy I guess.

Can't help thinking that if we put all of us together and work on a logo. We will never get anything done. Someone will always have an issue with something.

On Nov.11.2009 at 12:29 PM

AP’s comment is:

Either way, this is so much more refreshing to see after the whole ArtDirectorsClub-wtf post(with all due respect to Trollbäck + Co)

On Nov.11.2009 at 02:02 PM

Levinson Axelrod’s comment is:

I like it, a good meld between the two. Granted it's not my favorite but for taking the two logo and trying to make it one to keep the identity; it works well.

On Nov.11.2009 at 02:09 PM

JC’s comment is:

Underwhelmz

On Nov.11.2009 at 02:50 PM

Marek’s comment is:

no surprises. perfect strategy becomes perfect design. this is exactly what we have come to expect from metadesign over the years. and that is what they keep delivering. very german indeed.

On Nov.11.2009 at 03:12 PM

Vukan’s comment is:

I like it. It`s a good identity merger. Nothing more, nothing less.

On Nov.11.2009 at 04:05 PM

Ule’s comment is:

Expertly crafted.

Logically sound.

Perfectly appropriate.

How German.

On Nov.11.2009 at 04:32 PM

XK9’s comment is:

Jah. Das ist gut.

On Nov.11.2009 at 06:59 PM

Fabian’s comment is:

Absolutely fantasic, the sharp corners actually work for me.

On Nov.11.2009 at 08:28 PM

Manolis Gerasidis’s comment is:

Everything is perfect on this: from the initial "merger roulette", to the type, the gradients, lockup and the overall execution! Just perfect! I even like the sharp corners! I wonder how it would look with the a typeface with half its corners slightly rounded...

On Nov.12.2009 at 02:11 AM

Rodrok’s comment is:

I feel like I have seen this before. the style is getting into a cliche, (ribbon like circle). Definitelly feel like it resembles more Dresdner Bank icon.

On Nov.12.2009 at 07:27 AM

Glenn Sakamoto’s comment is:

So "safe." Perfect for a bank.

On Nov.12.2009 at 09:19 AM

Reuben’s comment is:

Reminds of the Carmike Cinemas logo.

On Nov.12.2009 at 09:49 AM

Brad McCall’s comment is:

Nice to see them share so much about their brand and their process. I only wish the video was in English.

On Nov.12.2009 at 09:50 AM

Tony Spaeth’s comment is:

Martin, according to identity designer Roger van den Bergh, who keeps careful track of such matters, Dresdner Bank 1970 was designed not by Otl Aicher but by Jürgen Hampel.

On Nov.12.2009 at 01:45 PM

Rodrigo Müller’s comment is:

I agree with Rx's comment. I dislike this weird use of round+sharp corners in the symbol. why? WHY?!

On Nov.12.2009 at 05:26 PM

Adam Bestwick’s comment is:

Ditto the above - Rx is spot on IMO.
Not comfortable at all with the smooth/sharp contrast,
I'm dying to round those outer corners off - otherwise, a pleasant hybrid of the two elements.

On Nov.13.2009 at 11:31 AM

valt1’s comment is:

@Martin Jordan a old logo to Commerzbank and Credit Lyonnais aren't a sun, it's a mane, it's play on words withe lyonnais (name of the inhabitants to Lyon in France) Lyon it's same pronunciation to lion the animal.

On Nov.13.2009 at 01:07 PM

valt1’s comment is:

a corporate identity is strangely close to Renault !

On Nov.13.2009 at 01:14 PM

Alessandro Mingione’s comment is:

I like it and I don't see how it can communicate "warning", as someone stated above.
Instead, it the triangle makes it dynamic and the yellow color is very appropriate.
I think that we designers sometimes critique too much using our brain instead of our heart.

On Nov.14.2009 at 08:42 AM

another one’s comment is:

That logo might be done well.

But the Video they have gives completely wrong signals.
To most people it seems like they done almost nothing.
At least not more than a trainee could do.

Putting together 2 old brand marks and imagining some nice stuff around it.
Like: the 3d effect given through the colour flow signals the customer security...
Working six months on this the designers must have been grabbing nice amounts of money from the bank!
What the output definitively does not signal to be worth.

That while the Commerzbank run on over 10 billion state credit.
There position was so bad that actually the German state took over 25% to save the bank.
There is a joke that says you should go to their branch and ask for some of your money (coming from tax) to be paid out.

On Nov.15.2009 at 09:30 AM

Tez’s comment is:

Its a pitty ANZ Bank couldn't have taken a leaf out of commerzbank's book! Very Nice execution and fusion between the two banks identities.

On Nov.15.2009 at 05:09 PM

brad’s comment is:

As a few others have mentioned, the relation between the straight lines and the curved ones seems to not work fully for me also.

On Nov.16.2009 at 02:42 PM

obse.’s comment is:

Love the "Gemeinsam mehr erreichen" type.

On Nov.18.2009 at 08:16 AM

shenanigans.de’s comment is:

Oh, yet another swoosh. Wow — really nicely executed, great logo, let the wanking begin.

Why didn't we get a spinning-magic-sphere? Too bad! So did Commerzbank join this divine sky alliance thingy of BA and Air France? These swooshes are just so cutting edge.

Every of their customers knows now, they got their current plus and bonds at the right place: where their money gets to spin... indefinitely.

On Nov.18.2009 at 04:40 PM

Paul’s comment is:

another mobius strip??

On Nov.20.2009 at 07:44 AM

Ivan Tolmachev’s comment is:

Perfect redesign, as a Commerzbank customer and a graphic designer, I approve ;)

On Nov.22.2009 at 11:21 AM

ADAM303’s comment is:

just came across this image while browsing CNN and it reminded me of something...

source: http://money.cnn.com/magazines/fsb/fsb100/2009/snapshots/3.html

On Nov.25.2009 at 05:35 PM

Tim’s comment is:

i think in the type there is too much emphasis on the first two letters "CO"...

On Nov.29.2009 at 05:42 PM

wisconsin motorcycle accident’s comment is:

Not bad, it's not a bad logo, and it's a great mesh between the two. The collaboration is spectacular, and the final product is nice.

On Dec.08.2009 at 01:14 PM

r4i’s comment is:

Great branding techniques. The logo is good and good explanation behind choosing the logo.

On Dec.09.2009 at 04:20 AM

Irritated’s comment is:

Well ... the "new" identity is a bit weird in my opinion. The two banks did not collaborate but Commerzbank bought the bancrupt Dresdner Bank. What a message to use the old logo?
Anyway, I would like to do a job paid that good and only merging color and old logo, framed by juicy arguments. But if my employes would have suggested this redesign I probably kicked their you-know-what ... I am pretty irritated with this so-called redesign.

On Jan.23.2010 at 01:16 PM

MB’s comment is:

There is nothing to this redesign. It makes my toes curl to think of a ex-designer (now consultant) in a sharp suit thinking himself awfully clever, 'take the name of one and the logo of the other and ummm... yes let's keep the yellow and bring it up to date with touch of 3D... (thinking now) 'Then we can layer loads of bullshit on and sell it to our client' On a positive note I also like the K detail, but it does not deserve to be mentioned in the best (or the worst identities), just doesn't need to be mentioned or noticed at all in my opinion.

On Jan.25.2010 at 05:40 AM

Jewel Fornkohl’s comment is:

Thanks to you I dont seem like an idiot. I had a disagreement with someone and this proves I was right. Thanks!

On Feb.08.2010 at 12:57 PM