Newell and Sorrell first reviewed the existing identity – dating from 1972 – and then created the new image. The design aims to reinterpret the bank’s co-operative structure and culture in a modern way.
Consultancy director Tony Allen comments: “Our inspiration was to think of `time for people’ as a driving force behind the long and productive relationships which Rabobank has with its customers.
“The idea of time, and putting people in the centre of the bank’s life led us ultimately towards the visual concept of a human sundial,” he explains.
Newell and Sorrell has worked on an implementation programme for the bank encompassing guidelines for applications, ranging from stationery through to credit cards.
All the bank’s 1950 branches will have the new look by the end of March.