Scotiabank, established in 1832, is one of Canada’s largest banking institutions and financial services providers. The bank recently undertook a comprehensive update to their brand to reflect a more modern look and identity.
Scotiabank wanted a comprehensive update to every aspect of the brand to foster a newer approach to the communications conducted by its team of nearly 100,000 employees.
Companies evolve, and so do brands. Scotiabank’s brand has grown over many years of being a trusted bank for so many Canadians. Millions of customers depend on Scotiabank for their personal and commercial banking, corporate and investment banking as well as wealth management.
At the heart of this rebrand was Scotiabank’s focus on its customer community, which inspired the updated brand’s use of many vibrant colors beyond the familiar red and white of the well-known Scotiabank logo. The designers used a color palette “as colorful as their customers” to reflect the individuality of the 25 million customers who trust the bank for their financial needs. Choosing colors as bright as the people who bank with them was important to the company.
Rounding out the new look is a wide variety of vibrant colour photography and graphics to reflect the wide variety of bank customers.
The rebranding is a tremendous reflection of Scotiabank in its entirety. On one hand, thesihouette of the bank’s familiar icon reflects its values, product experience, and business model, yet on the other hand, the vibrant and modern facelift of the brand as a whole reflects a new path as Scotiabank moves towards its third century in operation.
The logo isn’t the only thing Scotiabank updated; they have also chosen a new custom font that is based on the logo; both have a simplified and modern look that speaks to the essence of the Scotia brand. The characters are a bit more rounded to achieve the desired refined but friendly and inviting look, and the font will be used in every aspect of the banking business.
Scotiabank was originally founded as The Bank of Nova Scotia, and as such, the company will use both Scotiabank and Scotia as registered brands. The dual use provides a nod to the banks revered path, but also gives the brand a modern look as the company prepares to celebrate its 200th birthday in a little over a decade.