CIBI’s branches over the coming year, features two chevrons facing the opposite direction, through which the bank intends to demonstrate its “past and future opportunities”, as well as its relationship with its customers.
“Throughout our history, we have always made our clients’ goals our own,” CIBC’s president and chief executive Victor Dodig said in a statement. “The pandemic highlighted again the role we play in our clients’ lives. Our renewed purpose has been our north star throughout this time, and as we look to the future, it’s more important than ever that our brand captures the bank we are today — one with a North American platform for growth, a client-centric culture, and a focus on the future for our stakeholders.”
Meanwhile, the bank’s executive vice president of branding and corporate affairs, Stephen Forbes, told the Financial Post that the purpose behind the new design was to “reposition our bank as to what we’re here to do every day”.
According to experts, if the new logo resonates with the customers depend on how well CIBC communicates the reasons behind the rebranding effort and on how committed it is to make good on its promises.
“It’s kind of a challenge because on the one hand a visual identity builds equity over time and that translates into trust, essentially… I think what’s most important is messaging and how they deliver this,” Catharine Bradbury, founder and CEO at Bradbury Brand + Design Experts, said, adding that the decision to keep the colour largely the same was clever.
