(Est. 1934) “Bremer Financial Corporation is a privately held, $12 billion regional financial services company jointly owned by the Otto Bremer Trust and Bremer employees. Founded in 1943 by Otto Bremer, the company is headquartered in St. Paul, Minnesota and provides a comprehensive range of banking, mortgage, investment, wealth management, trust and insurance products and services throughout Minnesota, North Dakota and Wisconsin. Clients include small businesses, mid-sized corporations, agribusinesses, nonprofits, public and government entities, and individuals and families.”
Little (Minneapolis, MN)
The new icon shucks Otto the Eagle, who has soared next to the Bremer name since 1982, and replaces him with a bright, baby-blue bar above a dark-blue letter “B.” “The bar above the ‘B’ is really about going above and beyond expectations,” [bank president Jeanne Crain] said. “We have an ongoing effort to really understand our customer needs.”
Images (opinion after)
The eagle in the old logo was kind of cool — super awkwardly shoved into a square and with floppy wings but there was something interesting about it. The type in the logo was super old, like a carpet that has been there for too long. The new logo is far from exciting, interesting, or memorable but it’s also functional, decent, and relatively contemporary. The line above the “B” is confusing as there really is no meaning or function that can easily be derived from it just by looking at it. The monogram is a little more engaging when the “B” is on its own and inside a matching-thickness circle — it also works decently as a pattern. The applications are somewhat interesting at times, I do kind of like the thick bar when used at the top of the layouts, although it would be nice if they were all in the same place (either left or right or centered but maybe not all of them at once). Even though I am not too thrilled by this, I’ll admit that in real life (as seen in the video above) it’s convincing: it looks good on signage, it looks good on t-shirts, and it looks good on cookies. For a Midwest regional bank it’s about what you would expect and the actual implementation is classy enough.
Thanks to Duke Merickel for the tip.