Wednesday, 9 January 2019

Rebranding: Sterling Bank's New Identity Inspired By GTBank?

One of the leading commercial bank in Nigeria, Sterling Bank Plc. has changed its logo from ‘aiming for the moon’ to ‘rising sun’. The bank announced the new logo in a series tweets via its official Twitter handle.

In an email sent by Sterling Bank to its customers, the bank said the logo evolution is to align the brand with the current strategic positioning of the bank.

BrandArena observed that some of the company's vehicles have also been branded with their new identity.

While this is a demonstration of an evolving financial institution, the new logo - though cycles - is similar to Guarantee Trust Bank’s logo where there is a small square at the top right inside a bigger square.

Some social media users have taken to Twitter to express their thoughts on the move to change logo by Sterling.

Doyin Philip via @Doyin_PL tweeted: "I am battling my innate propensity to bash the approval process of this new identity mainly due to being a Professional Identity Designer myself. But why did no one notice that this new logo is @gtbank in circular form? Where do I begin? Font? Alignment? Please do better!"

"The moon from last year’s drama with GT finally made it to the new logo....nice" tweeted NaijaPhoenix via @NaijaGoRise.

On the rationale behind the new logo, Sterling Bank said the new logo reflects its progression from traditional banking to a new and agile force that delivers forward-moving disruptive solutions.

Revamped Sterling Bank website with the new identity

Elements of the new logo vs old

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