(Est. 1921) “Bank Hapoalim (‘The Workers’ Bank’ in English) is Israel’s largest bank. The bank has a significant presence in global financial markets. In Israel, it has over 600 ATMs (automated teller machines), 250 bank branches, 7 regional business centers, 22 business branches and industry desks for major corporate customers. The bank’s stock is traded on the Tel Aviv Stock Exchange.” (Wikipedia)
Open (Tel-Aviv, Israel)
At the core of the brand language stands the brand logo, the diamond — which is the bank’s main brand asset. We wanted to give the logo a more modern look, so we simplified it and made it symmetrical. The graphic design language is based on various compilations of the diamond, reflecting the various meetings with customers and expressing the bank’s personalized support of each and every customer, at all stages of life.
We developed a unique and friendly font for the bank which conveys simplicity, professionalism and relevancy, in addition to accessibility and proactiveness, to show the bank’s philosophy of always putting the customer first.
Images (opinion after)
The diamond in the old logo was unattractively distorted and in combination with the italic wordmark created the wrong kind of tension with the logo feeling as if it was being pulled in multiple directions. The new rounded corner diamond is so much more pleasing and feels like a more confident expression of the icon that puts it closer on par with other minimal bank icons like HSBC or Chase — not saying it’s as good as those but it’s in the same spectrum. The wordmarks in the three languages are all good — I question the “b” in the Latin one as it’s the only character that lacks a full stem. The Hebrew version is actually super nice… within my rusty understanding of the alphabet this stands out as one of the crispest fonts I have seen. I can’t offer any opinions on the Arabic version other than the thickness and style matches with the other two (but that is fairly evident). The graphic variations of the diamond are interesting and provide a great set of elements to liven up the bank’s identity — applied in pairs as seen in the posters image, they give the layouts variety and a consistency that doesn’t hit you over the head. Overall, a solid redesign that maintains the seriousness expected from a bank but with the right amount of visual flair to make it approachable and engaging.