CEC Bank
Turning around the oldest banking institution in Romania
CEC Bank, the oldest banking institution in Romania, was established in 1864. Originally known as "Casa de Economii și Consemnațiuni" (abbreviated as CEC, which translates to "Savings and Consignments House"), it is among the rare historical Romanian institutions that endured through the Communist regime.
In 2007 a newly appointed President — a distinguished figure in Romanian banking — set the rejuvenation of the institution as a priority and engaged Brandient to undertake a comprehensive rebranding of CEC.
CEC’s greatest untapped asset lay in the very thing the institution had kept modestly in the background: its rich history, reputation and inherent identity. Long known to the public by its origins as a savings house more than as a full-service bank, CEC held a latent value to be highlighted and harnessed as the driving force of the corporation’s rejuvenation.
The word 'Bank' was added to 'CEC' to state its full-service banking role plainly.
The new graphic identity places CEC Bank at the juncture of tradition and revival, communicating the reliability requisite in banking. An iconic national symbol, the oak leaf, is prominently featured in the new shield icon of the bank, giving visible form to the institution’s genuine, longstanding heritage.
Brandient worked in close partnership with CEC teams over 18 months, focusing on brand auditing, culture audit, proposing positioning scenarios, visual identity design, retail design, literature design, external communication platform development, website design, and performing brand engagement sessions. Overall, the brand embodies organic qualities, defined by its familiarity, honesty, and perseverance. Above all else, it remains a distinctly Romanian brand.
Client:
CEC Bank
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding — Brand Reconstruction
Date:
2007
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Digital Design, Branded Environments, Communication Design, EVP and Employee Brand Engagement, Brand Guidelines, Brand Name, Narratives and Voice
Awards:
REBRAND 100® Global Awards, Merit Award in 2009
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