Bank of Beirut rebranding
By Admin I : It actually took me a while to write this post after a huge debate accusing me personally and the blog in general of being too negative in our reviews; After leaving this debate unconvinced, I had to write about a rebranding job, a subject that directly relates to my major and passion, design.
This time, you can’t call me negative, I even dropped a bit of my ego iceberg and asked 3 of my fellow designers for feedback concerning the new Bank of Beirut logo. I even asked a regular person with no design background (yes, gone that far!).
Well, this rebranding tse-tse infecting many Lebanese brands lately is definitely making a change in the scene and that change is not promising, in general. whether the failing Zaatar w Zeit logo or the beyond weak BLC bank rebranding and even the new Bank of Beirut, Lebanese brand identities show a declining curve in the design field, by decontextualizing local brands from their true essence and overdoing the modern feel which is subtracting from the general appeal more than adding to it.
Bank of Beirut had an Arabic/Latin lettermark logo, that portrayed an authentic “Beirut” feel with a modern edge in the type treatment, this old logo definitely looked old because of the duplicated lettermark giving a hint of shadow, an issue that could’ve been solved by a prompt brand identity lifting process.
Instead of paying a small sum of money and keeping the authentic approach, the bank decided to reshuffle and rebrand. A new visual approach with a cubic geometric icon hinting a letter “b” in a Japanese-like context: Origami.
The new icon looks off the type, with a definite loss of balance between geometric and organic not to mention the loss of the Lebanese feel and context.
We’re wrapping up the post still questioning the point behind the approach, simply because cubism is not always arabesque, in case that was the purpose. So let’s all together discuss this rebranding job, in case we were too negative in that post. Awaiting your feedback and if we got lucky the Bank’s point of view or the design agency, in the end, I shouldn’t be the only one dropping some ego!