VnnNews – A series of financial institutions have introduced their new branding identification system just over the last month.
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Bao Viet Group said it has spent an entire year to come up with and prepare for its new branding identification system. |
This explains why many companies had the same terrestrial globe in their logos, since they all sought to become global economic groups. Commercial banks usually had coins or bank notes in their logos, while mechanical companies always had engines or wheels.
Company slogans were also simple. “Cung ban” (together with you), “Ket noi” (connecting), “Mang den thanh cong” (bringing success) were the once-fashionable slogans, no matter the operation fields.
The age of simplistic branding is over. Nowadays, people hear much more significant and creative slogans, including Viettel’s “hay noi theo cach cua ban” (say it your way), S-Fone “nghe la thay” (hearing is seeing) or VIB Bank’s “ngan hang tan tam” (the devoted bank).
Bao Viet Group said it has spent an entire year to come up with and prepare for its new branding identification system.
Other financial companies also made changes in late 2009 and early 2010, including VIB Bank, SeABank and Maritime Bank. Some banks have reportedly been preparing to unveil their new campaigns.
Analysts, commenting about the changes, remarked that the new slogans are really energetic and have successfully replaced ones that were too simple and plain.
The new logo of Bao Viet is a stylized, 3-D terrestrial globe meant to convey openness and expansion. The name “Baoviet”, the key element in the logo, reflects the group’s youth and dynamism.
“We want our partners and clients to see Bao Viet’s logo and think not only about aircrafts and ships as they did with the previous logo. With our new “face” we want people to imagine a more dynamic, more open and more reliable large finance group,” said Le Quang Binh, Chair of Bao Viet.
VIB Bank’s new logo consists of three ‘V’ letters, symbolizing connections and synthesizing sources.
General Director of VIB Bank An Thanh Son promised that “Ngan hang tan tam” is the bank’s goal. Everything relating to VIB Bank, from communication, transaction procedures and banking products, will be built based on that principle.
Chairwoman of SeABank, Nguyen Thi Nga, explained that the new branding system marks a milestone in the bank’s development plan and officially affirms the bank’s strategy of focusing on retail banking.
The total investments for new branding identification systems are unknown, but some speculate that the sums are very big, especially as international consultants and strategic partners have been involved.
VietNamNet/TBKTVN
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