A look at what could have been, re-branding Access-Diamond Bank by Chuks Ogene Sunesis

1. AN
‘OPINIONATED’ DESIGN IDENTITY:
ACCESS-DIAMOND BANK
MERGER/ACQUISITION
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2. Diamond bank has a stronger and more memorable visual identity due to its well selected colour
palette thus giving off a vibrant and hard-to-ignore visual identity fit for its target audience.
Access bank’s ‘forward motion’ of font and logomark portray a more subconscious forward minded
meaning its target market has also taken in as well.
Lastly, Diamond bank’s buildings are much more identifiable than those of those of Access due to
the fact it effectively integrated its brand-architecture into each.
Both brands should have played to these advantages mentioned above.
Create a new identity by extracting visual elements from both brands without alienating
stakeholders perception yet taking into strong consideration the corporate nature of
the merger/acquisition.
SUPPOSED BRIEF
(AS EXTRACTED FROM THE MEDIA REPORTS)
SOLUTION
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3. Both logos possess the V-shape of the chevron symbols.
This naturally makes a visual-fusion between then is conceivable.
Well combined colours that work
but shape is abstract without much
meaning other than somewhere
between a crescent and diamond
(as it inherited from its initial identity).
This shape has clear meaning:
‘forward-motion’ or ‘moving ahead’
VISUAL-BRAND ARCHITECTURE
ANALYSIS
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4. Between these two brand elements, Access bank’s prevails
due of the corporate events that surrounded the merger/acquistion.
Thus access is retained.
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VISUAL-BRAND ARCHITECTURE
ANALYSIS

5. Adopting the vibrant colours for Diamond’s logo while still retaining the chevron marks
of Access bank’s logo can communicate better. This produces a well conceived marriage
that does not alienate stakeholders and still takes into consideration the corporate issues
involved in the merger/acquisition.
=+
THE RESULT
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6. OTHER POSSIBLE VARIANTS
This option being the most appropriate...in my opinion.
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7. NOW, FOR A BIT MORE IMPROVEMENT...
knock off these ‘tips’ from the chevron marks to create a perception of
better visual-motion/foward emphasis, resulting from the merger/acquisition.
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8. Motion emphasised.
Forward-thinking philosophy for the resulting brand/bank.
Motion further emphasised by ‘skewing’ the chevron
marks sightly to the right.
Motion further emphasised by ‘skewing’ the chevron
marks sightly to the right.
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12. ...more than banking.
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13. ...more than banking.
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14. ...more than banking.
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15. BEFORE
AFTER
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16. BEFORE
AFTER
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17. BEFORE
AFTER
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18. BEFORE
AFTER
AFTER
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19. BEFORE
BEFORE
AFTER
AFTER
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