Brand Environment to revamp Allied Irish Bank

Brand Environment is to revamp the Allied Irish Bank brand, it emerged this week, with the new look scheduled to launch in mid-2007.

The group’s work includes updating all communications material, including in-branch merchandising and signage. Brand elements ranging from typeface to visual strategy, tone of voice and colour palettes will be reviewed. Branches will also be renewed, though the marque itself will be unchanged.

The work comes in response to growing competition within the strong Irish economy and a need for differentiation, according to BE creative director Joseph Mitchell.

‘There’s a blight of sameness in the market,’ says Mitchell. ‘AIB recognises the need for a more retail savvy approach.’

The colour palette will reduce the dependence on blue, green and red, and introduce an aubergine backdrop. A new typeface, Vialog, and typographical style is also being introduced and imagery will reflect the brand’s ‘sense of community’, he adds.

Interiors will see improved signage and merchandising. ‘Reviewing communications, merchandising and signage is the springboard to a more unified interior [design],’ says Mitchell. BE was appointed following a three-way pitch against undisclosed London-based branding groups. AIB operates in Ireland, Britain, Poland and the USA. It employs 24 000 people in more than 750 offices.

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