10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 1/12

șųbmįț țįpș

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50/50

Řěvįěẅěđ Ǿčțǿběř 20, 2015 bỳ Ǻřmįň

fįŀěđ  ųňđěř  fįňǻňčě ǻňđ  țǻģģěđ  ẅ įțħbǻșě,  běŀģįųm, ģřěěň, įčǿň, mǿňǿģřǻm, șǻňș  șěř įf

Ěșțǻbŀįșħěđ țħįș Ǿčțǿběř, Đěģřǿǿf Pěțěřčǻm įș ǻ

ňěẅ, įňđěpěňđěňț bǻňķ įň Běŀģįųm ǿffěřįňģ ǻ

“čǿmbįňǻțįǿň ǿf přįvǻțě bǻňķįňģ, įňșțįțųțįǿňǻŀ ǻșșěț

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Ǻřčħįvěș

Ǻbǿųț

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Ǿpįňįǿňș ǿň čǿřpǿřǻțě ǻňđ břǻňđ įđěňțįțỳẅǿřķ.

Ǻ đįvįșįǿň ǿf ŲňđěřČǿňșįđěřǻțįǿň.

ǻđv @  ųňđěřčǿňș įđěřǻțįǿň  mǿřě įňfǿ ǿňțħįș

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běfǿřě ǻfțěř

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Ǿň Ẅǿřđmǻřķ

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10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 2/12

mǻňǻģěměňț, įňvěșțměňț bǻňķįňģ (čǿřpǿřǻțě

fįňǻňčě ǻňđ fįňǻňčįǻŀ įňțěřměđįǻțįǿň), ǻňđ ǻșșěț

șěřvįčěș.” Ěmpŀǿỳįňģ 1,400 pěǿpŀě įň șěvěň ǿțħěř

Ěųřǿpěǻň čįțįěș ǻňđ įň Ħǿňģ Ķǿňģ, Đěģřǿǿf

Pěțěřčǻm įș țħě řěșųŀț ǿf ǻ měřģěř běțẅěěň Bǻňķ

Đěģřǿǿf, ǻň įňvěșțměňț přįvǻțě bǻňķ fǿųňđěđ įň

1871 įň Břųșșěŀș, ǻňđ Pěțěřčǻm, ǻ fįňǻňčįǻŀ ģřǿųp

fǿųňđěđ įň 1968. Țħě ňěẅ įđěňțįțỳ fǿř țħě čǿmpǻňỳ

ẅǻș đěșįģňěđ bỳ țħě Břųșșěŀș ǿffįčě ǿf Bǻșě.

Țħě ňěẅ įđěňțįțỳ řěfŀěčțș țħě jǿįňįňģ ǿf țẅǿ čǿmpǻňįěș ẅįțħșįmįŀǻř fųňčțįǿňș, bųț věřỳ đįffěřěňț ĐŇǺ ǻňđ pħįŀǿșǿpħįěș.Țřǻđįňģ șįňčě 1871, Bǻňķ Đěģřǿǿf ẅǻș vįěẅěđ ǻș řǻțħěřčǿňșěřvǻțįvě įň čǿmpǻřįșǿň ẅįțħ țħě mǿřě ǻģįŀě ǻňđ bǿŀđpěřčěpțįǿň ǿf Pěțěřčǻm, fǿųňđěđ įň 1968. Țħě ňěẅ įđěňțįțỳẅǻș bǻșěđ ǿň ǻ čřǿșș-čųțțįňģ ‘běșț ǿf bǿțħ ẅǿřŀđș’ čǿňčěpț,ħįģħŀįģħțįňģ țħě șțřěňģțħș ǿf ěǻčħ bǻňķ čǿmįňģ țǿģěțħěřųňđěř ǿňě řǿǿf. […] Čǻřřỳįňģ fǿřẅǻřđ țħě “běșț ǿf bǿțħẅǿřŀđș” čǿňčěpț, Bǻșě čřěǻțěđ ǻ mǻřķ fǿř țħě břǻňđ įňșpįřěđbỳ ǻ pěřčěňțǻģě șįģň ǻňđ čǿňșįșțįňģ ǿf ǻ ħǻřmǿňįǿųș bŀěňđ ǿf‘đ’ fǿř Đěģřǿǿf ǻňđ ‘p’ fǿř Pěțěřčǻm. Țħě đěșįģň șỳșțěmbŀěňđș țřǻđįțįǿňǻŀ ǻňđ čǿňțěmpǿřǻřỳ řěfěřěňčěș, șěřįf ǻňđșǻňș șěřįf fǿňțș ǻňđ čǿňțřǻșțįňģ įmǻģěřỳ țǿ ěvǿķě țħě fěěŀįňģǿf țřǻđįțįǿňǻŀ ǻňđ mǿđěřň jǿįňįňģ țǿģěțħěř.

bǻșě ňěẅș  ǻňňǿųňčěměňț

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10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 3/12

Ŀǿģǿ șpǻčįňģ ǻňđ ŀǿčķ-ųpș.

Țħě přěvįǿųș țẅǿ ŀǿģǿș ẅěřě ňǿț bǻđ: Bǻňķ

Đěģřǿǿf ħǻđ ǻ ňįčě Ǿpțįmǻ-ěșqųě ẅǿřđmǻřķ ẅįțħ ǻ

șŀįģħțŀỳ ǿđđ įčǿň țħǻț ŀǿǿķěđ ŀįķě șțǻčķěđ čǿįňș

ẅħįŀě Pěțěřčǻm ħǻđ ǻ țįģħțŀỳ șpǻčěđ Ģǿțħǻm-įșħ

ẅǿřđmǻřķ ǻňđ ǻ “P” mǿňǿģřǻm ẅįțħ ǻ ģřǻđįěňț țħǻț

čǿųŀđ bě ěxčųșěđ. Ěvěň įf ňǿț pěřfěčț, țħěřě ẅǻș

čŀěǻřŀỳ ǻ șěňșě ǿf đěșįģň čǻřě įň bǿțħ ŀǿģǿș. Țħě

ňěẅ ǿňě mǻňǻģěș țǿ břįňģ ěŀěměňțș fřǿm bǿțħ įňțǿ

ǻ fǻňțǻșțįč bǻňķįňģ ŀǿģǿ.

Țħě ňěẅ ẅǿřđmǻřķ, ǻň ěvǿŀųțįǿň fřǿm Đěģřǿǿf, įș

ǻbșǿŀųțěŀỳ běǻųțįfųŀ — ǻňỳǿňě ķňǿẅ ẅħǻț fǿňț țħǻț

įș? — ŀǿǿķįňģ ěŀěģǻňț, čǿňțěmpǿřǻřỳ, ǻňđ

ŀųxųřįǿųș. Țħě ňěẅ įčǿň, ǻň ěvǿŀųțįǿň fřǿm

Pěțěřčǻm, įș ǻ ŀǿẅěřčǻșě “đ” ǻňđ “p” țħǻț ǻŀșǿ

đǿųbŀěș ǻș ǻň ǻbșțřǻčț pěřčěňțǻģě șỳmbǿŀ. İț’ș șǿ

ģǿǿđ ǻňđ čŀěvěř įț mǻķěș mě jěǻŀǿųș ẅįțħ ěňvỳ. Țħě

10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 4/12

čǿmbįňǻțįǿň ǿf țħě țẅǿ vįșųǻŀŀỳ đįșțįňčț ěŀěměňțș įș

ųňěxpěčțěđ ǻňđ qųįțě șǻțįșfỳįňģ. Pěřħǻpș běčǻųșě İ

ŀįķě țħįș, İ ǻm řěǻđįňģ mǿřě įňțǿ įț țħǻň İ șħǿųŀđ bųț

İ ŀǿvě ħǿẅ țħě ňěẅ mǿňǿģřǻm įș ǻ pěřfěčț

měțǻpħǿř fǿř ǻ měřģěř ẅħěřě țħě șħǻpě fǿř țħě “đ”

ǻňđ “p” įș įđěňțįčǻŀ ǻňđ ħįňțș ǻț ǻ měřģěř ǿf ěqųǻŀș,

ěǻčħ 50% ǿf țħě ňěẅ čǿmpǻňỳ, mǻķįňģ ǻ ẅħǿŀě.

Țǿǿ ģǿǿđ.

Șțǻțįǿňěřỳ.

Ǻňňųǻŀ řěpǿřț čǿvěřș.

10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 5/12

Șǻmpŀě břǿčħųřě čǿvěřș.

Přįňț ǻđș.

İň ǻppŀįčǻțįǿň, țħįňģș șțǻỳ șųpěř čŀǻșșỳ ỳěț mǿđěřň

ẅįțħ ǻ bŀǻčķ, ģřǻỳ, ǻňđ ẅħįțě čǿŀǿř pǻŀěțțě

ǻččěňțųǻțěđ bỳ ǻ mįňțỳ ģřěěň. İ řǻřěŀỳ ģěț ěňțħųșěđ

ẅįțħ ẅěbșįțěș bųț Đěģřǿǿf Pěțěřčǻm’ș įș qųįțě

șțųňňįňģ ẅįțħ běǻųțįfųŀ ẅěb țỳpǿģřǻpħỳ, șpǻčįǿųș

10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 6/12

ŀǻỳǿųțș, ǻňđ, mǿřě įmpǿřțǻňțŀỳ, țħě șěňșě țħǻț ỳǿųř

mǿňěỳ ħěřě įș bǿțħ įň ģǿǿđ ħǻňđș ǻňđ șpěňț ẅěŀŀ

ǿň fǻňčỳ đěșįģň fįřmș ǻňđ ģǿǿđ čǿđěřș. Ǿvěřǻŀŀ,

ǿňě ǿf mỳ fǻvǿřįțě fįňǻňčįǻŀ įđěňțįțįěș ǿf řěčěňț

ỳěǻřș țħǻț, běỳǿňđ běįňģ pŀěǻșįňģ țǿ ỳǿųř ħǿșț,

ěșțǻbŀįșħěș ǻ věřỳ čŀěǻř ǻțțįțųđě ǻňđ pěřșǿňǻŀįțỳ fǿř

ǻ ňěẅ bǻňķ.

Čǿmměňțș

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• Reply •

Ｏｌｌｉｅ • 12 days ago

That top "d" in the logo has a bit of a hump where thestraight line starts curving. Certainly an optical illusion,which I hope isn't as obvious in real life as it is in theimages you've shown us.

I like the icon, but I feel like it could have been tweakeda little maybe. The half rounded edges are probablyjust reminding me of wordmarks that don't do it sowell.

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• Reply •

Richard Welsh • 12 days ago

The setting of the word mark does nothing special forme, but I agree that the 'dp' icon is fantastic in itssimplicity. Hopefully this is one that is here to stay.

It looks great as the favicon on my browser tab, by theway.

1△ ▽

Erik Geens • 12 days ago

Recommend 3

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PřěvįǿųșŘěvįěẅěđ

Ňěẅ Ŀǿģǿ ǻňđİđěňțįțỳ fǿř ŘǿỳǻŀČǿųřț bỳ Ŀǿvěřș

Ǻ ČǿųřțĐįvįđěđ

ŘěvįěẅěđǾčțǿběř 19, 2015bỳ ǺřmįňČǿmměňțș (43)

ŇěxțŘěvįěẅěđ

BŇ

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10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 7/12

• Reply •

Great branding. Sophisticated but very modern at thesame time.The typeface is Romain:https://www.swisstypefaces.com...

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• Reply •

John • 12 days ago> Erik Geens

Thanks for the link. I would love to see the samesan-serif treat on the wordmark applied to anentire typeface alternative.

1△ ▽

• Reply •

Scott M • 12 days ago> Erik Geens

It's close but I'm pretty sure it actually isn'tRomain. This face looks slightly morecondensed. Also, where are all the serifs?I stand corrected. Good call, guys.

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• Reply •

Erik Geens • 12 days ago> Scott M

They use Romain on their website and tomy eye, it looks exactly the same as thetext in the pictures above. Obviouslythey cut off the serifs for the logo. So I'mpretty sure it actually is Romain. :)

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• Reply •

Klaatu • 12 days ago> Scott M

To me it looks like Romain with some ofthe serifs (e.g. on the r and f) choppedoff.

EDIT: And the text on the applicationslooks like unaltered Romain.

△ ▽

Jacques Letesson • 12 days ago

> Klaatu

@Erik Geens @Klaatu You right,we did tweaked the Romaintypeface for the logo. Everywhereelse we used the unalteredRomain and Fakt Pro. This mix ofboth tradition and modernity

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Ňěẅ Ŀǿģǿ ǻňđİđěňțįțỳ fǿř 2015Břǻňđ ŇěẅČǿňfěřěňčě bỳŲňđěřČǿňșįđěřǻțįǿň

ȘpřǻỳPǻįňț țħěȚǿẅň

ňěẅ

ŘěvįěẅěđǾčțǿběř 21, 2015bỳ ǺřmįňČǿmměňțș (46)

Ŀǻșț įňFįňǻňčě

Ňěẅ Ŀǿģǿ fǿř MĚBǻňķ

Șǻvě Mě

Ňǿțěđ Șěpțěmběř10, 2015 bỳ ǺřmįňČǿmměňțș (47)

běfǿřě ǻfțěř

 

10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 8/12

• Reply •

both tradition and modernityreflects the new identity concept.

6△ ▽

• Reply •

Armin Vit • 11 days ago

Mod > JacquesLetesson

I would buy Romain Sans in aninstant.

1△ ▽

• Reply •

Jonathan Dunmire • 12 days ago

Love the splash of mint green. 2△ ▽

• Reply •

Ｉ／／ＡＡＣ • 12 days ago

> Jonathan Dunmire

Mint green is cool, but it's being usedeverywhere and for everything

1△ ▽

• Reply •

Andrew Joyce • 12 days ago

That DP monogram is the best logotype of the year,easily. Beautiful work.

7△ ▽

• Reply •

Christiana Del Vecchio • 12 days ago

This is beautiful. I love the mint green color. 1△ ▽

• Reply •

Klaatu • 12 days ago

Gorgeous identity. Clearly different from most high-endfinancial services, but it unambiguously gets acrosseverything it needs to.

The only minor complaint I have is that the icon doesn'tfeel entirely balanced, on second glance it looks likethe top d is going to slide right down to the left. But, onthe whole, that's a really small detail.

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• Reply •

Jesse MacKenzie • 11 days ago

So freaking classy. I'd use them just for how cool theircredit cards probably look.

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10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 9/12

• Reply •

Dennis Bolt • 11 days ago

Very nice. Inspired logo. The mint green feels a bit tobright compared to the other pallid colors andphotography. To me, the sample brochure photos areodd and awkwardly composed and cropped. I like thetypeface but feel that it could have a bit lessletterspacing, but the kinda floaty awkward nature ofthe letters is consistent with the photography andplacement of the mint boxes.

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• Reply •

Branden D • 11 days ago

Mmmm, that monogram. So beautifully simple, you justwant to kick yourself for not thinking of it on your own.

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• Reply •

iTheodore • 11 days ago

Unfortunately that dp monogram has been done adnauseum, given the mirror reversal of each letter inlower case. EP Dutton used something akin to this asits imprint in the 1970s.

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• Reply •

Webber Design • 10 days ago> iTheodore

All monograms have been done. Just becausean idea has done before does not mean youthrow it away and do something lessappropriate. The use of the dp to create anabstract % is clever, and it doesn't make onepartner more important than the other.

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• Reply •

iTheodore • 10 days ago

> Webber Design

Verily. But in this instance, the fact thatof the design's ubiquity rendered it lessclever to me than redundant, and adilution of its impact given theassociation called to mind with (an)otherbrand(s).

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Stephen Dawe • 11 days ago

Love it when the merger of two entities doesn't just

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10/31/2015 Brand New: New Name, Logo, and Identity for Degroof Petercam by Base

http://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_degroof_petercam_by_base.php#.VjVwpq6rRE7 10/12

• Reply •

Love it when the merger of two entities doesn't justmean a collision of identities where in the end you can'tidentify either anyhow. Not much else to say other thanwell done.

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• Reply •

Khoa Tran • 11 days ago

Just excellent! △ ▽

• Reply •

0rd • 11 days ago

The icon and wordmark are both lovely. But togetherI'm getting an uncomfortable tension which I think hasto do with the weight, spacing and curves in the twoparts being too well balanced. The tension is relievedwhen the wordmark switches to gray for the print ads.

1△ ▽

• Reply •

David Won • 11 days ago

Just dropped by to say that this is absolutely beautiful.Very refreshing, especially after looking through therecent identities that have rolled out over the past fewweeks.

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• Reply •

PaddyC • 11 days ago

Perfect. Elegant. Contemporary. Timeless. Every sooften I see work and think "this is how it's done."Nothing but great choices have been made herethroughout. Congrats to those who worked on this.

1△ ▽

Sam Flaherty • 10 days ago

Love it. From the website, it doesn't look like spelling isone of their strengths though...

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