ABN AMRO — Rebrand
For every new beginning (voor ieder begin)
ABN AMRO is the bank for people who want to progress in life, business or society. The new brand positioning was created by ACE and evolves around the emotional drive to start something new: For every new beginning (Voor ieder begin).
A beginning can be big or small. A new business venture, a new home, or a new life together. Beginning embodies progress and the drive to move forward. And ABN AMRO has the expertise to guide you in that process.
With this new brand positioning and strategy comes a new identity, all based on those same priniciples and core values, Drive and Expertise. For this project I was asked — together with Vincent Venema — by ACE to bring my own expertise to the table and be part of the Brand Identity Team developing this new identity for ABN AMRO.
Emphasizing the drive to move forward
The concept of the new ABN AMRO Brand Identity is based around the drive and passon to move forward. Capturing the forward energy and will to progress and set things in motion. For people, businesses and for society.
The new visual device — The Ripple — emphasizes this exact emotion and energy and is the foundation of a dynamic visual identity system that is both flexible and consistent.
It stems from the ABN AMRO logo shield and was introduced to help the bank become more human, open and therefore accessible.
Based on the ABN AMRO brandmark.
Revealing a forward angle sets things in motion.
The Ripple is the foundation for the dynamic brand identity of ABN AMRO.
+ Rebrand
+ Creative Direction
+ Visual Identity
+ Design System
+ Motion Identity Direction
Client
ABN AMRO Brand Marketing & Communications
Tanja Bom, Astrid Witteveen, Remko Herremans, Joost van Holten
Agency
ACE
ECD
Rogier de Bruin
BRAND IDENTITY
Creative Direction
Vincent Venema, Simon van de Rijdt
Brand Design
Juul Donkers, Gino van Lierop, Kevin Kikkert
Infographic Design
Gino van Lierop, John Beckers
Motion Design
Rob Wienk, John Beckers, Woodwork
Additional Design
Jeroen Overweel
Sonic Identity
Audentity
Brand Applications
Landor
ADVERTISING
ECD - Rogier de Bruin
Strategy - Harm Balvers, Kevin van der Geest
Creatives - Timo van der Braak, Koen de Boer, Pascal Duval
Copy - Donald Nolet, Axel van Weel
Account - Machteld van Woensel Kooy, Mirelle Schelvis, Ingrid te Raaij
Producers - Judith Kampman, Kiek Beljaars
FILM & PHOTOGRAPHY
Production - Halal Amsterdam
Director - Paul Geuzebroek
Photography - Daniil Lavrovski
Edit - Kapsalon / Brian Ent & Milan Beltman
Grading - Crabsalad / Laurens Orij
Audio - Audentity, THNDR (internal launch film)
Music - Emerge, Fischerspooner
Photography used in case study and placeholders: Lummi
Simon van de Rijdt
Creative Direction & Brand Design