I took at stab at Improving Fidelity Bank's new identity

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So i spent the last 9 hours or so trying to figure out and improve on the Fidelity Bank new brand refresh, since the recent relaunch didn’t sit so well with me (and some other creatives i know. I made a medium post about it here: Fixing Fidelity Bank’s cosmetic mayhem

Thoughts and Critique are welcome.

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I stopped liking it after you applied the chrome. But here, have a “like” for the Elder Scrolls V: Skyrim reference.

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The chrome didn’t quite kill it for me. The Stanbic logo did. But nice idea.

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The shield looks generic but it looks better than the bank’s first attempt.

Reminds me of those days when I was a Fiverr fan. Kept on spending $5 on different logos until I realized I had spent over $60 without a proper logo. Quite frankly, I prefer the bank’s original logo. It was bold, convincing and memorable enough for me.

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Lol Banks! How did I miss that?

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Kudos man. Much better than theirs. Their font is horrible.

Although i think their design may be due to this

Tbh, I don’t think it needs that curvy stripe along the emblem. It’s redundant.
Also you could make the word bank the same green as the bottom half or make the “fidelity” charcoal black as you have done with Bank.

Personally, I think it doesn’t need the emblem (there are better ways to represent arrows). The words ‘Fidelity Bank’ by itself will do and you can play around with the F, D, or vowels.
Or even Y to represent the arrows (if they really want it badly but that looks like a bad idea in my head already)

Anyway, nice one. Just my two cents

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Piece on medium was spot on.
A shield providing cover would be great.
It might tend towards depicting an antiseptic soap though.
Their choice of arrow-tips beats me.
Direction is key in the game.
Protection up&down using the arrow-tips might be their reason, let’s leave that to the brand-agency to try explain.

Would it be out of point for large corporations to have a Design+Branding department in-house saddled w/ responsibility of ensuring that the $$$ expended on branding is justified?

I couldn’t help but think same firm handled Fidson Pharmaceuticals logo.

Understanding “Psychology of Colour” is key.

ThoughtsAreFromOneWhoAppreciatesGreatDesingWhenHeSeesOne.

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Most of them have Brand/Communication managers that over see this along with departmental staff

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Thanks Lamidi_b_a for the info.

The departmental staff and BrandCommunicationManagers have not done a fab job this time around IMHO.

Bank likes it and we can only do little about it now.