Sberbank logo png transparent background. New logo of Sberbank
New Sberbank logo
On Monday, December 14, Sberbank began rebranding its branches, which included changing the corporate color and changing the bank’s logo. According to experts, the cost of rebranding all 20 thousand branches for the bank could be about 20 billion rubles. However, these costs will be justified only if, simultaneously with the change of image, the bank completely restructures its business processes.
New Sberbank sign. Fitch London, 2009.
As it became known, the Sberbank rebranding advertising campaign will be carried out by the network agency McCann Erickson. At the end of May, Sberbank announced that it had identified McCann Erickson as a strategic partner for creative services and advertising production. The rebranding concept for Sberbank was developed by the British brand consulting agency Fitch, which previously worked with Russian Post and Detsky Mir.
“The changes will affect the format of our branches and our logo. It will be refined based on our existing traditional symbol and will become more dynamic and youthful.",” Sberbank President German Gref wrote in his letter to employees in May of this year.
Sberbank does not disclose the amount it plans to spend on rebranding, however, according to experts, it is about 20 billion rubles. “The Fitch London agency fee can be $0.5-1 million, depending on the amount of work that Sberbank ordered them.”, - says the head of Brandflight Moscow Sergey Mitrofanov, - however, the fee is the smallest part of all costs".
For Sberbank with its network, rebranding will cost a lot big money, changing one sign costs from 150 thousand to 250 thousand rubles, and redesigning one branch costs about 1 million rubles, estimates Igor Duda, deputy chairman of the board of Otkritie Bank (which also recently carried out rebranding). Today, Sberbank has approximately 20 thousand branches.
Rebranding will be the next step in the implementation of the bank’s development strategy until 2014, which provides for “customer focus” and an increase in share in the retail lending market (today - about 32%). “Significant changes have already taken place at Sberbank: the speed of review has increased loan applications, technologies have appeared that allow assessing the quality of employee work, and a number of other changes“,” notes IFC Metropol analyst Mark Rubinstein. — It is obvious that the rebranding is aimed at increasing retail sales and market share, and this is the next step in the execution of the bank’s strategy.”.
However, rebranding can be effective for Sberbank only in the event of a global change in business processes, experts say. “If the rebranding of Sberbank is limited to changing the logo and repainting the branches, then there will be no effect,- says Michael Ruckman, president of the Senteo branding agency (rebranded Alfa Bank in 2006, Ukrainian Nadra Bank in 2007). — To attract new customers and change people’s perceptions, we need to change everything: technologies, processes, communications with customers, product range.”. For example, Alfa Bank had two attempts at rebranding, and the first, when Alfa Bank Express was created, was very expensive, but did not bring any effect, so it was necessary to rebrand again, recalls Mr. Ruckman. “A full-fledged rebranding is inseparable from the transition to new business processes; only then does it improve the quality of clients”, notes Deputy Chairman of the Board of VTB 24 Mikhail Kozhokin. From this point of view, Sberbank now faces a difficult task - to rebrand in such a way as not only to retain its core, its mass clients, but to attract new, more upscale categories, the expert adds.
Sberbank is the largest player in the Russian banking system. The history of its logo goes back to 1841, when Russian Empire The first savings banks were opened. Since then, the bank's symbol has undergone major changes, but still remains the most recognizable among Russians.
What is shown on the bank's first logo
The first Sberbank logo was significantly different from the modern one. During the year the bank offices were opened, advertising was actively carried out to promote their expediency. Advertising booklets and a phrase book “Conversation about the savings bank of Alexei Nikiforovich with Yegor Prokhorovich” contained the state emblem and the name of the financial institution.
During the reign of Alexander, 2 cash desks were transferred to the management of the Ministry of Finance of the Russian Empire. From this moment on, the swarm of bees and the cornucopia, which are the emblem of this government structure, became the new logo of Sberbank and its main corporate identity.
The emblem of the bank during its formation
In 1988, bank cash desks were officially recognized as the State Savings Bank of the USSR. In 1994, after the creation of the joint-stock company, measures were taken to develop a picture of the Sberbank logo. The emblem was a piggy bank, which was used in Imperial Russia for banknotes. It also visually resembled a coin or a wallet. Dark green was chosen as the main color, symbolizing wealth and profit.
The emblem of the bank in its heyday
In 2009, the financial institution rebranded its logo. This event was necessary as part of the strategy to increase customer focus and grow retail lending volumes. In 2009, M. Rubenstein, an analyst at Metropol, stated that the transparent Sberbank logo is an effective tool for increasing sales and market share.
G. Gref noted that the effectiveness of the planned activities depends not only on changing the logo, but also on improving business processes. The bank was faced with a difficult task - to change people's perceptions, product line, standards of work with visitors, but at the same time retain a core of loyal customers and attract new ones.
At the time of rebranding, the bank had more than 20 thousand branches. Changing one sign cost him from 150 to 250 thousand rubles. Carrying out reformatting of one small branch - up to 1 million rubles. The budget of the event was 20 million rubles. The fee of the British agency Fitch was $1 million.
The new Sberbank logo on a transparent background is three-dimensional, centered vertically. The dark green color was changed to light green, symbolizing overcoming all obstacles and conservatism. A photo of the vector logo can be downloaded on the official website of Sberbank of Russia in png format.
The color palette has been changed to better position the financial institution and increase brand awareness. The following elements have been added to the new symbolism:
- sunlight is a symbol of changing people's lives for the better;
- gradation of color - symbolizes the ongoing changes and the bank’s movement forward.
Important! The bank's logo began to use the Fedra family font, which is distinguished by its lightness, dynamism and ease of reading.
The logo of the largest bank represents stability, reliability and trust. Despite its long history, it has undergone minor changes. with slots for money on a transparent background - this is a sign of change and movement for the better. It is present in the symbolism of any subsidiary organization.
Sberbank is the largest player in the Russian banking system. The history of its logo goes back to 1841, when the first savings banks were opened in the Russian Empire. Since then, the bank's symbol has undergone major changes, but still remains the most recognizable among Russians.
What is shown on the bank's first logo
The first Sberbank logo was significantly different from the modern one. During the year the bank offices were opened, advertising was actively carried out to promote their expediency. Advertising booklets and a phrase book “Conversation about the savings bank of Alexei Nikiforovich with Yegor Prokhorovich” contained the state emblem and the name of the financial institution.
During the reign of Alexander, 2 cash desks were transferred to the management of the Ministry of Finance of the Russian Empire. From that moment on, the swarm of bees and the cornucopia, which are the emblem of this state structure, became the new logo of Sberbank and its main corporate identity.
The emblem of the bank during its formation
In 1988, bank cash desks were officially recognized as the State Savings Bank of the USSR. In 1994, after the creation of the joint-stock company, measures were taken to develop a picture of the Sberbank logo. The emblem was a piggy bank, which was used in Imperial Russia for banknotes. It also visually resembled a coin or a wallet. Dark green was chosen as the main color, symbolizing wealth and profit.
The emblem of the bank in its heyday
In 2009, the financial institution rebranded its logo. This event was necessary as part of the strategy to increase customer focus and grow retail lending volumes. In 2009, M. Rubenstein, an analyst at Metropol, stated that the transparent Sberbank logo is an effective tool for increasing sales and market share.
G. Gref noted that the effectiveness of the planned activities depends not only on changing the logo, but also on improving business processes. The bank was faced with a difficult task - to change people's perceptions, product line, standards of work with visitors, but at the same time retain a core of loyal customers and attract new ones.
At the time of rebranding, the bank had more than 20 thousand branches. Changing one sign cost him from 150 to 250 thousand rubles. Carrying out reformatting of one small branch - up to 1 million rubles. The budget of the event was 20 million rubles. The fee of the British agency Fitch was $1 million.
The new Sberbank logo on a transparent background is three-dimensional, centered vertically. The dark green color was changed to light green, symbolizing overcoming all obstacles and conservatism. A photo of the vector logo can be downloaded on the official website of Sberbank of Russia in png format.
The color palette has been changed to better position the financial institution and increase brand awareness. The following elements have been added to the new symbolism:
- sunlight is a symbol of changing people's lives for the better;
- gradation of color - symbolizes the ongoing changes and the bank’s movement forward.
Important! The bank's logo began to use the Fedra family font, which is distinguished by its lightness, dynamism and ease of reading.
The logo of the largest bank represents stability, reliability and trust. Despite its long history, it has undergone minor changes. A piggy bank with slots for money on a transparent background is a sign of change and movement for the better. It is present in the symbols of any subsidiary organization.
