Credit Suisse Corporate branding
| Fact |
Value |
| Contact |
London |
| Client |
Credit Suisse |
| Project |
Corporate branding |
| Industry |
Financial Services |
| Timeline |
15 Months
Apr 05 - Jul 06 |
| Services |
Brand Idea
Brand Model
Brand Architecture
Brand Naming
Brand Identity
Brand Guidelines
Brand Communications and Collateral
Brand Audit (including VISEQS)
Competitive Analysis
Brand Positioning
|
| Team size |
27 The Brand Union
8 Client |
Credit Suisse Group is a leading global financial services provider with operations spanning every continent and all of the world's major financial centres. In 2005, the group announced its business strategy to unify its global banking businesses, including Credit Suisse and Credit Suisse First Boston, to allow it to communicate as an integrated organisation to clients, employees and shareholders.
Thank you for all your hard work and support in enabling us to get to where we are today. I have had lots of comments from employees who have said that the whole brand change seemed seamlessLibby Hills, Director, Head of Europe and Asia-Pacific Marketing and Advertising
The Brand Union was appointed to conduct a global analysis of the brand and determine the best global brand strategy to support the group’s business goals.
We conducted extensive global research with employees across all business units and regions, clients and other stakeholders worldwide. The current brands were benchmarked against competitors. This showed that it made sense from both the clients’ and the employees’ perspectives to move to a single brand to represent the fully integrated global bank.
The name Credit Suisse proved to be the most powerful brand across all key regions. Therefore, The Brand Union recommended unifying the main banking business under the Credit Suisse name to allow the bank to best communicate with one face to the market, work better across businesses to focus on clients’ needs, and enhance and grow its strong reputation.
At the same time, the new unified brand had to embrace the best and most recognised characteristics of the old individual brands – in particular, Credit Suisse, and Credit Suisse First Boston.
We unified and expressed the new brand positioning through a new logo. It captures the spirit and aspirations of the new, unified Credit Suisse, and represents all the qualities of a premium brand, as well as the brand’s heritage. The abstracted sail-like symbol echoes the powerful heritage of Credit Suisse First Boston, while conveying the notion of pioneering and navigation. The hand-crafted typeface is an elegant, contemporary classic, and the slate blue colour communicates quality and stature.
The new Credit Suisse brand identity was launched on 17 January 2006.
"Credit Suisse demonstrated the potential of its new integrated "one bank" strategy with a 36% surge in net profits to SFr2.6 billion in the first quarter." Financial Times, 3 May 2006
