Hamburg Commercial Bank
HSH Nordbank becomes Hamburg Commercial Bank
The transformation from a state bank to a private bank is unique in Germany. Factor accompanied all phases of the change and successfully contributed to the establishment of the new brand.
A shot that had to be fired, because the development of the new brand took place under special conditions. The privatization of a Landesbank in Germany had never happened before, and all the processes involved in building the brand had to be rethought. A new start means new opportunities, and the expectations of everyone involved were correspondingly high.
The transformation of a brand like Hamburg Commercial Bank was not just about a new identity and style guide. It was about accompanying and inspiring an important search. Design is not only a central part of brand building; in complex change processes, design is an enabler into the future.
HSH Nordbank was the Hamburg-Schleswig-Holstein state bank based in Hamburg and Kiel. In 2018, HSH Nordbank was successfully privatized in accordance with EU requirements, and HSH Nordbank became Hamburg Commercial Bank.
The unique framework conditions of the brand launch placed high demands on the design process. The goal: a clear and powerful brand identity that reflects the bank's strategic direction and the company's goals in all facets and at all touchpoints.
The graphic language of the brand is characterised in a variety of ways and creates an unmistakable appearance. From the signet to the portrait: the focus on illustrative solutions makes us independent of generic stock photography and ensures that every single element of the brand can be visually recognised. The portrait illustrations were created by Aleksandar Savic.
The transformation of HSH Nordbank into Hamburg Commercial Bank was accompanied just as carefully internally as externally. The most important measures include an employee magazine and a large number of digital measures.
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