Banca Transilvania
The 2022 Communication design platform to visually align all brand expressions
One brand across every channel: the 2022 communication-design platform
Market leadership created a new problem. Banca Transilvania runs a large portfolio of brands and sub-brands and communicates constantly, across every channel and format — and at that volume, the parent brand’s consistency is at risk.
Brandient’s answer, built from a communication-design audit, was a polymorphic, flexible brand signature with the standards to apply it: a system that lets the bank’s marketing move quickly across many channels and formats while keeping everything visibly one brand.
A comprehensive application guide completes the bank’s identity manual, so the platform is implemented as designed.
Client:
Banca Transilvania
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding (Brand Design Update)
Date:
2022
Services:
Design Audit, Communication Design; Brand Guidelines
2016 bank rebranding
Upgrading the brand of Romania’s largest bank for its leadership stage
Banca Transilvania is Romania’s largest bank — and, more tellingly, its most valuable banking brand. Founded in 1994 in Cluj, in the heart of Transylvania, by a group of Romanian entrepreneurs led by Horia Ciorcilă, it built its position on a simple idea: to be the bank for enterprising people, close to the entrepreneurs and small businesses that drive the economy. By 2016 that idea had carried BT to national leadership, and its brand — anchored by a well-known shield — needed to catch up to the institution it now fronted.
Brandient was asked not to reinvent the brand but to upgrade it: to preserve the hard-won equity of the shield and BT’s warm, trusted standing as an authentically Romanian bank, while giving the identity the modernity, consistency and presence a market leader requires. The shield monogram was modernized around a tricolor treatment — each color modulated for light, depth and volume — that paid tribute to the bank’s Romanian, entrepreneurial roots while reading cleaner and more contemporary; its simplified contour also made signage cheaper and faster to produce across a large branch network. The system around it was rebuilt for scale: a flexible graphic language, digital and signage icons, a unified interface and a robust typographic foundation, so a fast-growing bank could look like one confident brand everywhere it appeared.
The upgrade held as the bank kept climbing. BT went on to consolidate its position as Romania’s largest bank and the country’s most valuable and strongest banking brand — as per Brand Finance’s annual reports on the most valuable brands in Romania and its global report Banking 500, which also rank it among the world’s strongest banking brands by brand strength.
Client:
Banca Transilvania
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding
Date:
2016
Services:
Brand Audit; Logo and Visual Identity Program; Digital Design; Communication Design; Branded Environments; EVP and Employee Brand Engagement; Brand Guidelines
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