Deutsche Bank has appointed Henrion Ludlow & Schmidt to create the Europe-wide identity for the Deutsche Bank 24 brand, which will be rolled out in seven countries from the second half of the year.
The bank is developing the German-based division, which was created by the merger in September 1999 of Deutsche Bank’s retail arm with its on-line service, throughout Europe, including Spain, France, Poland and Belgium.
There are plans to open 2000 branches throughout the seven target countries creating up to 21 000 jobs, but the roll-out is not likely to reach the UK.
The move is part of the bank’s long-awaited restructure, which sees it slim down from five divisions to two.
The bank has announced a restructuring programme that will see asset management integrate with Deutsche Bank’s retail and private client operations, and investment banking merge with the corporate banking division.
HLS consultant Chris Ludlow says, “We have been working on all aspects of the brand expression of Deutsche Bank 24. This includes website design, the visual identity and in-branch retail concepts.” Ludlow refused to be drawn on when the project will be completed.
Ludlow confirms HL&S has been working with Deutsche Bank on various projects since the beginning of last year, including looking at the “mission statement” of Deutsche Bank’s investment banking division. However, he does not believe this signals an intention by it to rebrand the division.
A Deutsche Bank spokesman says, “Internally, a working title for the investment banking division has been put forward – Corporate & Institutional Client Group – but this is not a formally agreed title. There are no plans to rebrand.”
The realignment of the bank’s organisational structure will be effective from 1 February 2001, and it is intended to “foster collaboration and connectivity between our businesses and further increase transparency”, according to a Deutsche Bank statement.