Your logo is not your entire brand – but sometimes it can be difficult to work with a logo if it isn’t telling the right story to your customers.

THE CHALLENGE

Cambridge & Counties Bank approached us with an interesting brief to evolve their brand whilst retaining some of the core elements.

CCB felt their original branding didn’t reflect their mantra of ‘the most human bank’, so we were tasked with injecting more warmth into the brand without changing the logo, core colour or corporate font.

THE SOLUTION

A secondary, contrasting typeface is always an effective way to add depth and character to a basic brand identity, so one of our first upgrades was to select a new slab serif ‘headline’ font.

This not only adds bags of personality, but also pairs seamlessly with the existing sans serif typeface and has a weighty quality which helps create impact and authority without being too formal.

We introduced a new navy colour to sit alongside the corporate blue, and a range of brighter secondary colours that interchange nicely with the primary colours.

Aligned to the brand’s values, we then developed a brand photo style to bring the ‘human’ element front and centre: in each photo, the person is always in full colour with their background shown in black and white or a monotone of one of the secondary colours.

Finally, we wanted to ensure CCB both looked and sounded like a human, so we worked on a refreshed tone of voice with a closer, more personable feel which helps foster stronger connections with CCB’s customers and brokers.

THE OUTCOME

The new brand perfectly encompasses the essence of the bank. As well as their website and email marketing, the branding has been used across exhibition stands, print collateral, welcome packs and even CCB’s office headquarters.

Our partnership is ever evolving, and we’re looking forward to helping CCB continue developing their brand.