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New Logo and Identity for BDC by Cossette



Noted Jun. 29, 2016 by Armin

Industry / Finance Tags /


(Est. 1944) “BDC is the only bank devoted exclusively to entrepreneurs. It promotes Canadian entrepreneurship with a focus on small and medium-sized businesses. With its 110+ business centres from coast to coast, BDC provides businesses in all industries with financing and advisory services. Its investment arm, BDC Capital, offers equity, venture capital as well as customized growth and business transition capital.”

Design by

Cossette (Various offices in Canada)

Related links

BDC press release

Relevant quote
Along with its agency of record, Cossette, BDC has developed a brand image to reflect that it is a different kind of bank and Canada’s only bank devoted exclusively to entrepreneurs. “Our new logo includes an evocative maple leaf which boldly states that we are a proud Canadian organization serving the needs of Canadian small and medium-sized businesses from coast to coast,” Bergeron continued. “The lower-case font calls to mind our openness, accessibility, and our willingness to work more closely with entrepreneurs.”

BDC press release

Images (opinion after)
New Logo and Identity for BDC by Cossette
Logo detail.
New Logo and Identity for BDC by Cossette
Graphic treatment. Assuming the counterspaces follow the shape of the maple leaf.
New Logo and Identity for BDC by Cossette
New Logo and Identity for BDC by Cossette
TV spot.

The old logo, wow, it was so bad. Let alone the fact that it uses two interlocked swooshes, the swooshes were enormous! The obligatory maple leaf was so small by contrast that hierarchy in that logo was non-existent. The new logo is better mostly because it replaces the old one but there isn't much to rally behind, except perhaps the abstract maple leaf, which is a surprise, since most maple leaf depictions in Canadian logos are very literal. I don't know why the leaf is split in two tones, though. As convincing as the quote from the press release is it doesn't give a reason for it. Also, there is no pay-off for the two colors, I keep expecting a shift in dimension or perspective but, no, just half and half. The "bdc" wordmark is what it is. In application things look promising with a rich color palette and big type. The rounded-corner-triangle graphic makes a recurring appearance and it implies the counterspaces of the maple leaf. Maybe a little too subtle and also a little random in execution. TV spot is charming. Overall, from the brochures alone, this does look like a bank I would put my money in.

Thanks to Hugo Chouinard for the tip.

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