LOGO UNRAVEL: THE BIG ELEPHANT
Beyond the obvious fact that a logo becomes a company’s identity, it can also be referred to as the custodian of a brand’s history and culture. It reminds both the staff and customers the journey the brand has travelled so far and the milestones it has accomplished over the years.
With its historical attributes, the FirstBank logo can be seen as a symbol holding so much more than what meets the eyes. To the common man it may look like a simple blend of elements and colours but to those who work behind the scenes, its meaning is deeper.
THE LOGO JOURNEY
Being one of the oldest banks in Nigeria since 1894, FirstBank’s identity has become a household symbol and is one that is easily recognisable by all. It has earned itself a grand reputation for consistency and as a result has gained a huge popularity to the point anytime one sees an emblem with an elephant inscribed on it, one of the first thoughts that crosses the mind is the FirstBank brand.
With many decades gone by and as a way of commemorating the brand’s 120th year anniversary, they felt the necessity to redesign their legendary logo in order to reflect the new strategic direction the company was taking. The bank unveiled their new identity in January 27th, 2014, informing the general public about their new brand position.
THE LOGO ICON
The African Elephant
One icon that has always been associated with the FirstBank logo is the famous African elephant. For the brand, this icon symbolises their strength and growth. It is also an indicator that the brand is a leader in the financial industry. With this single icon, the bank has continued to earn respect and visibility.
Though this element was retained, there were some slight modifications to its appearance which were made to communicate the evolution the bank was going through in order to remain relevant in the financial sector.
- A Raised Head – While the elephant in the old logo had a straight face, the new logo bears an elephant with a raised head. This they indicated was a way to reassure their customers about their commitment no matter the challenge. It is a promise that says they will face any financial challenge with their head held high.
- A Raised Foot – The raised foot in the new logo is a reminder that they will always put their best foot forward for their customers.
THE LOGO COLOURS
Deep Blue
From a lighter shade of blue to a deep blue colour, the FirstBank logo took on a new feel. The deep blue colour signifies a heritage of trust and distinction. The colour also represents their brand principles of momentum, innovation and evolution. These principles ensure that the bank strives to continuously develop solutions.
Gold
One significant change in the new logo was the infusion of gold. This rich colour represents a promise to set the gold standard of value and excellence in their services as a financial establishment.
LOGO IMPACT
Through its logo the brand has continued to fulfil the promise it made to its customers which is to always deliver the ultimate gold standard of value and excellence. Merely viewing the logo reminds their customers and partners about their position as one of the first and leading brands in the banking field.
The logo, images, fonts, patterns, icons, colours, symbols, words, all combine to visually communicate the brand’s corporate identity and brand language. The colours are also a reflection of the brand’s personality and their tone of voice towards their customers.
Written by Jennifer Chioma Amadi
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