Cembra Money Bank is the new name for what used to be called GE Money Bank, a Swiss subsidiary of General Electric's financial services division GE Capital. As GE are shifting their corporate strategy to be less dependent of financial services, Cembra was floated on the Zurich stock exchange this week in what is reportedly one of the largest European bank IPOs in several years. The brand strategy and identity for the new bank was created with MetaDesign in Zurich.
The name is taken from the Latin name for the Swiss pine tree, Pinus cembra.
"Alongside the new positioning in the marketplace, the brand was required to speak to present and future employees and enhance cross-channel marketing. In addition, the positioning and origins of the market leader are expressed in the new name: Cembra Money Bank. The name is taken from Pinus cembra, the Swiss pine that grows even in the most inhospitable conditions in the Swiss Alps. At the same time, the Pinus cembra is a living symbol that brings the brand to life for customers and employees alike.
The clear positioning and the fresh, modern branding are setting up the market leader Cembra Money Bank for a strong future." - MetaDesign