(Est. 1994) “Banca Transilvania (BT) is a banking institution with headquarters in Cluj-Napoca, Romania. Currently, BT is on 3rd place among banks in Romania in terms of assets with a market share of over 8%. Its activity is organized into four main business lines: corporate banking, IMM, retail banking and medical division. Banca Transilvania has about 1.76 million customers, 550 locations and over 6,000 employees.” (Wikipedia)
Brandient (Bucharest, Romania)
The shield monogram was updated to include a tricolor with each color modulated to give an appearance of light, perspective and volume, while its newly simplified contour would streamline the high volume signage production. The color palette, inspired by the national colors, became part of the new identity, honoring both the Romanian entrepreneurial roots of the bank and the vast social significance of its resolute business focus: "The bank for enterprising people".
A series of graphic devices were designed to complete the visual vocabulary and cover various communication situations: a dynamic strip able to accommodate new communication opportunities as they arise, digital and signage icons, a unified system of buttons, etc. The typography system was overhauled based on Meta Serif, a robust building block able to inspire and sustain order, especially when constructing large identity systems intended to work in demanding environments.
Images (opinion after)
The old logo was not just forgettable but almost unnoticeable; like, all the design decisions were made so that no one would look at the logo, from the default-looking serif to the tan color accent that dulls the black. The new logo is a very direct evolution that simply seeks to give an actual visual presence and a personality to the bank. Beefing up the typography to the more condensed Meta Serif gives it instant impact while reducing the horizontal real estate needed for the logo to be readable. The shield has been livened up with an intersecting set of outlines in the colors of the Romanian flag. They are a little confusing graphically of where they are meant to start or end and how much overlap there is between them but, no doubt, they look festive. The thing that drives me crazy is the "BT" monogram in the shield where they look almost like the letters on the full name but with half of the amount of serifs… I think it either had to be equal or the complete opposite and be a sans serif where the serifs are, you know, sans-ing all the way. In application the three color strokes can be used to make shapes in the advertising and other materials which may be too cutesy for a bank but since they have a banker in a tiara and tutu it's apparent the bank has a playful side. Overall, though, it seems like it lacks some focus on whether it's a playful or serious brand but, for sure, it now has an actual tone of voice that was lacking.