Rebranding of Bank Turan Alem, one of the biggest financial market participants in Kazakhstan and the CIS, was caused by the necessity to reflect a new long-term development strategy of the bank, particularly, the growth of compounding, its improved performance in international markets, and intensification of activities in the retailing sector of banking services.

 

Challenge:

To rebrand Bank Turan Alem.

 

Solution:

A new logo and corporate identity of BTA Bank were destined to communicate the main ideas of the brand: reliability, innovativeness, friendliness, and up-to-dateness. Two overlapping squares reflect the idea of interaction and synergy which arise when the bank and the customer contact with each other. The color layout reflects the "ecology of relationships", commitment and determination in the marketing behaviour of the bank. Based on the previously developed positioning and brand name, all visual constants of the new image of BTA Bank were created. Instructions on usage of the bank brand contain regulations on application of the visual style in all communications, including design in offices, innovative approaches to development of corporate literature, standards of direct advertising and BTL, and rules and recommendations on photo style.