Dexia Bank was a Belgian financial institution that, despite a controversial and difficult market environment, was able to regenerate and reborn as Belfius Bank. Belfius refers to BEL (Belgium), FI (finance) and the English word US, summarizing the new vision of the company, a bank with local roots that keeps a customer-oriented approach providing true value to the society.
We created a new identity that uses simple visual codes, speaking a language that was familiar to everyone to reinforce the idea of proximity. The new logo features an equal sign inside a solid red squared shape, reinforcing the customer-oriented approach of the bank’s new vision. That vision, where all clients are to be equal, expresses a fundamental culture shift for the financial world. With this new symbol, it was also important to represent the concepts of stability and balance to reinsure the customers and bring them closer.
A unique graphic universe was built up to give support to the logotype in the implementation and roll-out of the brand through the different touch-points.