Yapı Kredi has always been a leader in everything. This is the first private bank in Turkey, which was the first to introduce profitable savings accounts, provided its offices with computers, launched its online application, and expanded its range of services to car loans and telephone banking. It was founded in 1944 by the businessman Kazım Taşkent and, in the 1980s, became part of Çukurova Holding. In 2006, Yapı Kredi merged with Koçbank as a new parent company, Koç Holding.
Meaning and History
Yapı Kredi Bank has earned an honest name for itself because he first introduced Turkey’s residents to credit cards. Given this fact, the Koç group leaders decided to keep its legendary name as an important and recognizable part of the branding. Instead, they radically changed the corporate style, which caused a storm of resentment among regular customers.
1944 – 2006
The stork figure has been used on the Yapı Kredi logo since 1944. The choice of the financial institution’s logo was influenced by the results of a study in Anatolia. As shown by a survey of residents of the Asian part of Turkey, people wanted to see this long-legged bird as the bank’s main mascot.
The stork is a symbol of the entire Yapı Kredi era. Previously, it was depicted in a realistic style, and the most common motive was the construction of the nest. And only in 1977, the drawing acquired its modern look. The improved design was closer to abstraction: the bird looked like a complex figure of red stripes. One upwardly protruding line marked the head, three more – the wing, and the small triangle at the bottom was the tail.
Inscriptions surrounded the graphic element. On the left was the first word of the bank’s name; on the right was the second. The slogan “hizmette sınır yoktur” occupied the bottom line. The phrase was written in the letters of the Turkish alphabet and is enclosed in quotation marks. She stressed the responsibility of Yapı Kredi to the country.
2006 – present
At the end of September 2005, Koç Holding acquired more than half of Yapı Kredi’s shares and transferred them to Koçbank. Since then, the logos of the two organizations have started to appear together in television advertisements. The merger process was completed in 2006. As a result, Koçbank lost its name but retained the ancient symbol in the form of a ram’s head with twisted horns.
So the iconic stork “retired.” Its place was taken by a completely different emblem, which is now depicted in gray. The lettering style has also been changed: the designers used the Koç logo’s font as a basis. They also combined the name Yapı Kredi, removing the space between the two words, and changed the case so that all letters except “Y” and “K” were lowercase.
Font and Colors of the Emblem
The stork, which has been the bank’s mascot for 62 years, symbolized home and family. These questions worried Kazım Taşkent, whose eldest son tragically died. He wanted Yapı Kredi to help every Turkish citizen to acquire their housing. And the bird bringing children was supposed to be a harbinger of family happiness.
The stork figure on the logo signified development and nesting. In turn, the ram’s head was devoid of dynamics. She has always expressed the values of corporate culture and symbolized only one thing: Koç Holding’s strength. The horned head now connects Yapı Kredi with the parent company on a visual identity level.
After the redesign, not only the drawing changed but also the style of the lettering. The unification of the words “YapıKredi,” using lowercase letters instead of capital letters, and the slogan’s disappearance made the logo as close as possible to the Koçbank brand name. The new font is reminiscent of Balboa Bold, released in 2001 by Parkinson Type Design. It combines elements of old and modern grotesques. Its predecessors were ATF Headline Gothic, Banner, and Newsweek # 9.
The ram’s white head is surrounded by a light gray outline (# C5C4C9). Thus, she is contrasted with the red stork as a symbol of high status. The lettering remains blue, but the shade has changed. Previously, this color was closer to Blue (pigment) (# 2E3092), and now it is much darker (# 174984).