Piraeus Bank, founded in 1916, has long been a major player in the Greek financial system. With the largest distribution network in Greece, it is the top bank in the nation, providing a wide array of financial products and services to about 6 million customers. The bank has unveiled a new corporate identity reflecting innovation, client service, and economic growth as part of its continued commitment to supporting the Greek economy.
The updated logo in the new brand identity preserves the essence of the original while adding contemporary elements to represent advancement and forward motion. The three stripes from the old logo—symbolizing boat oars and emphasizing Piraeus’ importance as a port city—have been retained but redesigned. The stripes now have a forward tilt, suggesting movement and progress. Spiky serifs used in the design of these stripes are repeated in the wordmark, creating a unified visual language.
Even though the updated logo is sophisticated and modern, it may not seem appropriate for a financial company. The new emblem is more open and abstract than the more conventional emblems of banks like Chase or HSBC, which often include a shield or holding shape. This design decision pays homage to the bank’s past while highlighting its dedication to innovation and modernity.
The new identity’s foundation is a flexible font family that supports the Latin and Greek alphabets and includes both serif and sans-serif styles. This type of family reaffirms the bank’s solid foundation and ensures consistency in all communications. The new branding uses this type of family to emphasize the bank’s flexibility and capacity to serve a wide range of clientele.
The new brand identity heavily relies on illustrations influenced by the popular Corporate Memphis aesthetic. These illustrations are masterfully done and highlight the best features of this visual method. They give the brand a human touch, increasing its approachability and relatability. Another unique feature is the speech bubble motif, based on the logo’s spiky serifs. This motif is subtly incorporated into various applications, giving the overall design a lighthearted yet polished feel.
The new identity’s color scheme is chic and contemporary. Its taupe backgrounds offer a soothing and neutral foundation for subtle yellow and deep blue-green embellishments. Together, these hues give the brand a lively, energetic feel while projecting a trustworthy, professional image.
The updated branding is used across various media, including printed materials, online resources, and physical locations. The layouts are neat and professionally done, focusing on how the graphics and logo work together. Some layouts combine the silhouetted illustrations with an enlarged icon to create a visually striking and captivating effect.
The bank has taken a significant step forward with its new identity. It skillfully balances the need for a serious, professional appearance and a lighthearted touch that humanizes the company. Striking this balance is essential for a financial institution to instill trust in its clients and show that it is not a faceless, impersonal organization.
The new brand identity positions the bank strongly for the future by adopting contemporary design concepts while staying true to its historical roots. The updated logo, adaptable font family, elegant color scheme, and captivating graphics create a unified and captivating brand image. The bank’s new brand embodies its current goals and principles and paves the way for future expansion and success.
