[BRANDING] ACCESS, DIAMOND BANK REBRAND. THIS IS A NIGERIAN CREATIVE’S POINT OF VIEW. READ:

[BRANDING] ACCESS, DIAMOND BANK REBRAND. THIS IS A NIGERIAN CREATIVE’S POINT OF VIEW. READ:

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Wednesday, 03 April 2019
BRANDING
Access bank diamond bank new logo

The narrative sold to us has been that of a merger, but behind the scene it’s not so from what I’ve heard. It’s more like an acquisition says Ifeoluwa Sopeju, founder and creative director of Onedabrand Nigeria.

Ifeoluwa who’s background is in graphic design, had worked with renowned brands like KPMG, Visionscape, deloitte Nigeria and Guardian Newspaper.

Ifeoluwa Sopeju

He speaks further;

I think from a branding point of view the unveiled identity is below expectation, he continues. Not from the finesse or rationale behind the lock up, but from how the new identity came to be i.e. Branding Strategy.

Just like we say, an identity doesn’t have to be cliché. It does not have to show that two brands merged or collaborated.

By that I mean, just because it’s a car brand, elements of a car must feature in the logo/identity.

I think the new identity is too cliché and I don’t see the uniqueness and freshness in it.

I think NAMING would have been more appropriate than the merging of two brand marks, in my own opinion.

The story behind both brandmarks are totally different. Hence, the originality and uniqueness of both brands is lost.

We’ve seen several brand refresh of companies who merged (Vodafone and Hutch, Wachovia and Wells Fargo, Disney and Pixar, Asda and Sainsbury, Bell Atlantic and GTE) and didn’t try to infuse features or elements of either identities in the refresh but adopted one of the four merger branding strategies mentioned in the article by Fabrik Brands.

Take for example, Let’s say a KPMG and Deloitte were to merge, would you say elements from each brand should be used in developing a new identity all because you want to show that there’s a merger or collaboration and so that loyal clients would feel safe with the two?

Also, would a layman see this new identity and not still think of Access Bank over/rather than Diamond Bank?

If yes, then there’s no logic in the infusion of Diamond Bank’s and Access Bank’s identity in the new branding.

Sadly and surprisingly, no colours from diamond is even used in the new identity.

I think Diamond Bank was scammed by Access Bank. He said jokingly.

I just feel this new identity was just done in a bid to massage the ego and pacify the owners of Diamond Bank and not from a customer base POV.

Ifeoluwa shares a link to an article that talks extensively about MERGER BRANDING by Fabrik Brands which can read below.

Cheers!

Credits: Ifeoluwa Sopeju.

N.B.: These are personal thoughts and are not meant to portray any brand in a bad light.

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