Dexia bank was a Belgian financial institution which, despite a controversial and difficult market environment, demonstrated its ability to rejuvenate and to overcome the situation with a new and fresh rebirth.
In March 2012, Dexia bank turned the page and became Belfius Bank.
The new name is a combination of Belgium (Bel-), finance (-fi-) and the English word "us", summarizing the company’s mission, which is to be a bank with local roots that listens to and learns from its customers. The name is also easy to pronounce in many European languages.
The new identity created by Hoet&Hoet is simple and easy to recognize. It speaks to everyone because it uses a familiar visual code. From the beginning that was one of the main objectives: it must carry the idea of proximity.
The new logo features an equal sign. This isn’t just intended to recall the mathematical sign (widely used by bankers) to symbolize that the bank considers its customers to be its equals – a fundamental culture shift for the financial world – it also represents the concept of balance, because the real business of the bank is to create a balance between what it gives and what it receives.
The new colors, red and grey, bring back the solidity and the reassurance of the brand.
> click to download the Belfius poster