From traditional to digital-first bank
Realigning a global player
Like many other major financial players, for the past decade ING has been actively evolving into a more focused, customer-oriented bank. Along the way, the Dutch leader divested its insurance business, underwent impactful reorganisation and introduced new leadership. In effect, ING transformed itself into a new bank, outgrowing its visual identity in the process. ING brought in VBAT to rethink and
realign their identity in order to capture its new digital-first mentality. With each previous brand evolution, ING’s core visual assets lost their coherency. In addition to a large range of logo’s and colour applications, the bank was also using 17 different brand typefaces. To hard shift to digital-first, VBAT needed to drastically distil this inconsistency to create the type of visual clarity digital demands.
Smallest device perspective
The brief called for a digital-first identity built around three core pillars: expressive, optimistic and clear. From the very start, VBAT assembled a specialist team capable of thinking
from a ‘smallest device perspective’. In effect, we reversed the typical design process by starting with an analogy: what if ING only lived on a smartwatch?
The building blocks approach
Leaving the bank’s logo untouched, we went about revitalising and aligning key visual assets around it. Using a modular (building blocks) approach, we streamlined their brand typography into a single unique typeface family that could live as easily on a smartwatch as it could on a billboard.
“VBAT realised a consistent appearance across the entire ING brand, while still ensuring the autonomy of the different regions and countries.’ Nanne Bos, head of global brand management at ING. “That was absolutely key to the revitalisation.
One unifying brand typeface
In addition to introducing visual consistency and a digital-first identity, VBAT also saved ING unnecessary investment in typeface licensing fees per year.
Today, ING continues to be the highest valued bank in the Netherlands and one of the country’s strongest brands. Typeface has been created in partnership with Fontsmith.
‘VBAT realised a consistent appearance across the entire ING brand, while still ensuring the autonomy of the different regions and countries’
Nanne Bos, head of global brand management at ING
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