Rosselkhozbank (RSHB) has submitted almost five dozen applications for registration of new trademarks, from which we can conclude that the credit institution intends to change its logo. The color palette in the applications has changed and the corn cobs have also disappeared, while the credit institution emphasizes that this is not a brand change, but a modification associated with the expansion of the range of services.
Vedomosti was the first to report on the transformations, citing data from SPARK and representatives of the bank. According to the publication, from October 10 to 12, RSHB submitted 47 trademark registration applications with options for possible logos of both the bank itself and other business areas of the group under a single legal entity “RSHB Financial Services” (“RSHB -Seguros “, “RSHB- Leasing”, “RSHB-Intech”, etc.).
Judging by submitted applications, the bright yellow-green palette symbolizing the “variegation of the Russian countryside” will be replaced by a stricter palette of white, black and green, and all references to the bank’s industrial affiliation will disappear from the display: instead of spikes, grass and keys: stripes and rectangles.
Anna Lukanina, managing partner of the branding agency Depot, which carried out an audit of the bank brand, explains this shift simply: abbreviations and clearly defined geometric shapes have no connotation and also allow “to hide geographical or industrial affiliation “.
This is important for the modern RSHB, as the group aims to develop new directions, including digital ones, which already go far beyond the framework of agricultural associations.
“We do not plan to change the brand, but simply adapt it to modern realities and additionally introduce a shortened abbreviation,” said a representative of Vedomosti bank.
The new logos, according to the bank, show continuity, which will allow old customers to easily recognize the brand. At the same time, new customers won’t think about decoding or industry benchmarks.
The new identity also aims to solve the problem of color discrepancies and descriptive variations of the bank’s current branding, as market experts point out that in different branches, as well as online and offline, RSHB often uses different versions of the current logo. “Rebranding can become a new starting point for the brand book,” says Semyon Shatylo, creative director at brand agency Depot.
Many market players believe that the “modification”, as the bank itself calls the process, is actually a full-fledged rebranding, since it is not just about visualization, but also about changing the concept, vision and range of services. This opinion is also supported by the bank’s estimated costs (between 17 and 30 million rubles, depending on different versions).
Founded in 2000, RSHB is fully owned by the state, which at the beginning of 2023 increased its capital by 17.6 billion rubles, up to 522.6 billion rubles. The credit institution ranks sixth in terms of assets, and although in 2022 RSHB’s net profit decreased 4.4 times to 5 billion rubles, already in the first half of 2023 the bank earned 15.3 billion rubles.
Author:
Ekaterina Alipova
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
