Spuerkeess Direct branch
Frank Fischer, Head of Spuerkeess Direct, explains the concept of Spuerkeess Direct, the branch available from 7.00 am to 7.00 pm Monday to Friday to...
Raoul: It’s important to remember that rebranding, or creating a new Corporate Identity, doesn’t necessarily mean that a whole new logo has to be created. Before starting this project, we analysed our present situation so that we were clear on where we currently stood, and where we wanted to go. The time had come for a bit of spring cleaning.
Although our corporate name will remain “Banque et Caisse d’Epargne de l’Etat, Luxembourg”, we’ve decided to move away from all those multiple identities and focus exclusively on our trade name, “Spuerkeess” and to drop the denomination “BCEE”.
Over the years, we had launched many products and services that had their own visual identities. Our brand universe had become far too diverse and complex. As a result, we needed to bring all those brands back in line with their mother brand: Spuerkeess.
Once we’d come to this conclusion, we carried out test after test to achieve the best results.
Raoul: To standardise our visual identity and maximise recognition with our mother brand, we explored 3 key areas:
The aim was to modernise our logo whilst building on the strong brand-recognition we have established over the past 30 years.Raoul Loudvig
The stricter, clearer guidelines for colours, logos and structures mean that our communication will be clearer and more direct. In the long term, we will be simplifying all our communication materials and reorganising them into universes that will support customers at every stage of their lives.
The new charter will also mean that each of the bank’s employees, as well as all our external partners, will be able to work with print and digital guidelines that have been updated to reflect modern-day needs.
This is even more vital with the growing importance of digital communication channels, including social media, digital displays in our branches and online advertising.
Curious? Watch the video for our new image campaign at www.spuerkeess.lu/yourbridgetolife. Maybe you’ll recognise one of our advisers. The production is 100% Made in Luxembourg.