Monday, March 26, 2012

New logo: Banque Internationale à Luxembourg

The breakup of the troubled Belgian-French financial group Dexia has produced another rebrand, after the Belgian operations were renamed Belfius at the beginning of this month. The Luxembourg subsidiary, Banque Internationale à Luxembourg (BIL), followed last Thursday, March 22, as it launched its new independent corporate identity.

BIL traces its history back to 1856. When the Dexia group was formed in 1996, it became the majority shareholder. In the year 2000, the Luxembourg bank added "Dexia" to its name and started phasing out its original name. After the Dexia group's collapse, Dexia Banque Internationale à Luxembourg was spun off a the end of last year.

The new identity was created by the Luxembourg agency Dechmann and is based on "renewal, trust and sustainability". Dechmann took elements from the BIL's past and resurrected the shield motif that BIL had used for decades prior to the Dexia rebrand. They also chose to use strong capital letters and to include the year 1856 to signal the bank's heritage. The purple colour is a mix of Dexia's dark blue and the magenta BIL used before 2000, and was also chosen as it wasn't used by many other banks.

Interim logo used after the spin-off.

Dexia's logo, used by BIL between 2000-2011.

Some former BIL logos:

The last BIL logo, introduced in the 1990s.

An older BIL logo, from Flickr, uploaded by Gert van Duinen.

BIL history (archive)
Dechmann (archive)

1 comment:

  1. While I understand the importance of maintaining brand recognition, the shield is a tired metaphor. Perhaps if it was less literal ... and better executed.