In today’s digital age where graphic views are often no larger than the screen of one’s smartphone company logos have had to adjust to scaled down versions of their former selves.
Desjardins Group, rated as the world’s fifth largest cooperative financial group with assets totaling $227 billion, is recognized as one of the strongest, safest banks in North America, and among Canada’s top 100 employers.
Along with most organizations within the financial services industry, from 2010 to 2015 Desjardins Group experienced steep drops in teller and ATM services, while online and mobile banking rose by an increase of 98%. The new logo was simplified and designed so that it might be more easily recognized on mobile devices.
History of Desjardins Group Logo
Desjardins’ logo has undergone a lengthy metamorphosis on its way to a new scaled down, digital-age version of the logo that originated in 1960. Along the way branding efforts have included a logo comprised of:
- The initials D and G intertwined (1950-1960).
- A coat of arms (1960-1977).
- A stylish bee in a hexagon cell of honeycomb (1977-1998)
- A blocked version of the honeycomb cell adjacent to the word Desjardins (1998-2018)
- New digital-age version where the honeycomb within the hexagon cell is no longer present, along with a typography change of font. Both the open hexagon cell and the type retain the same green color of the symbols and type present in Desjardins branding since 1977 (2018-present).
Agency Behind the New Look
The company behind the simplification and design of the new branding effort of Desjardins Group is lg2, headquartered in Montreal. Operating on the premise that an idea is only as good as its execution, lg2 focuses on finding the best expression of the soul of a company like Desjardins Group with an aim at making the brand irresistible to consumers.
Reaction to the new look has been positive with consumers in general, as they find the ease for which they can recognize the company on their digital devices far outweigh any simplification in design. The vast majority have had no problem in recognition due to the absence of the honeycomb and font change. Branding efforts that began in 1998 have retained its high level of familiarity with consumers who notice little if any change.