May 6, 2019

POSTED BY

Jesus Ortega

CATEGORY

Less is More? Scotiabank Rebrands their Identity

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2019 Logo One of the largest banks in Canada has updated their branding this week and it has tired some mixed feelings. Established in 1832, Scotiabank offers services to personal and commercial banking, wealth management, private banking, corporate and investment banking. This week they introduced their new branding which is …

new york branding sports graphic design agency
2019 Logo

One of the largest banks in Canada has updated their branding this week and it has tired some mixed feelings. Established in 1832, Scotiabank offers services to personal and commercial banking, wealth management, private banking, corporate and investment banking. This week they introduced their new branding which is more of an evolution of the previous logo rather than a drastic change. However, a small change in its icon made many question the new identity.

No design credit has been released but the rebranding was done to visual transmit a more modern and legible look. The wordmark of Scotiabank increased its cap height and created a more geometric and balanced S, C, and T. All the characters of the word mark were refined based on the round shape of its iconic globe. This leads to the most talked about change- their iconic monogram which is no longer a formal part of the identity.

The S- Globe removed the globe lines and is now a solid red circle. Scotia bank went as far as to removing this monogram from the main identity and is now only used as a social media avatar. It seems that the globe in the S monogram removed its lines due to legibility when the logo shrunk on different platforms. Although it was a good update on the word mark, criticism has been voiced regarding their monogram.

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Logo – Before and After
new york branding sports graphic design agency
Icon- Before and After.

new york branding sports graphic design agency

new york branding sports graphic design agency
Font
new york branding sports graphic design agency
Font
new york branding sports graphic design agency
Illustration
new york branding sports graphic design agency
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