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New Logo and Identity for Desjardins
 

before

after

Noted Mar. 27, 2018 by Armin

Industry / Finance Tags /

About

(Est. 1900) “Desjardins Group is the leading cooperative financial group in Canada and the fifth largest cooperative financial group in the world with assets of $227 billion. It has been rated one of Canada’s top 100 employers by Mediacorp Canada. To meet the diverse needs of its members and clients, Desjardins offers a full range of products and services to individuals and businesses through its extensive distribution network, online platforms and subsidiaries across Canada. The group has one of the highest capital ratios and credit ratings in the industry. It is considered as the fourth safest and strongest bank in North America according to Global Finance magazine and the first according to Bloomberg News.”

Design by

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Related links

Desjardins brand page
Desjardins logo history page

Relevant quote
Several companies are changing their image to fit the screens of new mobile devices smaller than those of computers. In 2018, the Desjardins Group logo is simplified to be easier to recognize on mobile devices. This sleek logo retains the main features of the one adopted in 1977, including the hexagonal shape and the green color.

This is the most important evolution of the logo since it was created more than 40 years ago. The logo is deployed in a responsible manner over a period of several years. Priority is given to digital channels.

Desjardins logo history page

Images (opinion after)
New Logo and Identity for Desjardins
Logo.
New Logo and Identity for Desjardins
Brand architecture.
New Logo and Identity for Desjardins
New Logo and Identity for Desjardins
New Logo and Identity for Desjardins
Ads.
New Logo and Identity for Desjardins
Office.
New Logo and Identity for Desjardins
Online presence.
Opinion

The bee in the old logo had been used since 1977, which was based on the coat of arms Desjardins used as a logo from 1960 to 1977, so when the rationalization is that the new logo “retains the main features of the one adopted in 1977, including the hexagonal shape and the green color” it feels like they failed to keep the most important feature of the logo: the bee. Previous to writing this post I had not heard of Desjardins or seen its logo but the hexagonal bee is what stands out — the Optima wordmark stands out too but not for the right reasons. That 1977 bee would have been prime for a beautiful, crisp redrawing and used as the main icon instead of a literally empty hexagon. To its credit, there is something ballsy about going with a hexagon and Desjardins claiming the shape for itself and the execution is pretty convincing with the thickness of the icon matching the weight of the wordmark and the “D” neatly aligning with the vertical sides of the icon. While it’s well done, it does mark yet another logo that, under the claim of digital-devices-are-taking-a-toll-on-us, adopts an overly minimal look. The approach works technically, sure, but at this rate we are going to end up with more and more logos that all look the same. Anyway… the identity introduces a framing device that takes different pieces of the hexagon to around and behind different subjects and it’s kind of clever, effective, and helps build the equity of the hexagon as the defining visual element for Desjardins. Overall, as much as I would have loved to see that old bee explored and as much as this isn’t the most exciting logo, it is serviceable and properly adapted to a larger identity.

Thanks to Etienne Coutu for the tip.

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