RCI Bank and Services is a subsidiary of Renault that provides auto financing and insurance. It was previously known as Renault Crédit International and then as RCI Banque until last week when the current name was adopted as part of rebranding exercise. The new visual identity was developed by French agency 4uatre.
The rebranding is part of an ongoing effort to make RCI more service-oriented. The round shape has reportedly been infused with lots of symbolism, embodying mobility and an international footprint.
From a press release (archive):
The digital revolution is transforming the automotive industry. Customer expectations now go beyond their only need to finance their purchase.
As a long-standing automotive finance company, we are evolving to become an innovative bank offering comprehensive “auto-mobility” solutions.
To illustrate this ambition, RCI Banque is changing its commercial name to RCI Bank and Services. The company remains nonetheless incorporated under the RCI Banque SA name.
Our logo is changing as well. Its rounded shape embodies mobility and conveys a statutory dimension. Its orange color is warm and bright, which brings a digital and lifestyle feel to our brand. The words Bank & Services are fully integrated as part of our logo. It symbolizes our international footprint and our ambition to stand out as a leading service provider.