2022April 26
Change after thirty years, and promise three more years
The first sign change since 1992. Notably, the design itself includes a publicly announced three-year roadmap along with principles.
Change component(5)
- Symbol. The five-pointed star takes its shape from the National Flag, combined with the apricot blossom, outlined with movement.
- Font. The BIDV text has been refined to be softer and more fluid.
- Color. Primary emerald green, complemented by apricot gold.
- Roadmap. Gradual transition until 2025, not simultaneous.
- Principle. Cost-effective, efficient, and suitable for the specific conditions of each location.
Read at the professional level(4)
- An open border changes the way of interaction. A closed shape conveys stability, while an open border suggests movement. The cost is in the small size where gaps can easily be filled into a solid mass, so any set that chooses an open border must include a separate version for smaller sizes; otherwise, the very idea of movement will be the first to be lost.
- Combining two existing shapes carries meaning. The five-pointed star and the apricot blossom are both shapes that Vietnamese people can immediately recognize. Combining two meaningful shapes is challenging because each shape requires individual interpretation. If done correctly, viewers will read a single meaning; if done poorly, they will see two shapes placed side by side.
- Emerald green is the middle ground. It lies between blue and green, close enough to still be recognized as a bank, yet far enough not to blend into the familiar color range of the industry. This is a way to stand out from the crowd without pushing oneself out of the industry.
- The abbreviation has no letters to hide mistakes. BIDV's brand recognition is entirely focused on the shape of the four letters. Adjusting the letter shape in the abbreviation is much more intricate than in the full name, as each letter is viewed individually rather than flowing in a long line.
Why change(2)
- The set of signs from 1992 was created when BIDV was still a development investment bank in the narrow sense. Thirty years later, the tasks, customer segments, and ways customers interact have all changed, with most moving to screens.
- However, the more valuable lesson lies in the approach. The bank has hundreds of transaction points, millions of circulating cards, and a stock of printed materials. Replacing everything in one night would waste all items that have not yet reached the end of their lifecycle, so BIDV chose to replace items according to the natural cycle of each category.
Within the brand system(2)
- A three-year timeline is a decision about architecture, not design. It categorizes all assets bearing the brand into groups based on their remaining lifecycle: currently circulating cards, printed materials, signage, and uniforms. Each group has its own replacement schedule according to when it reaches its natural end of life.
- The announcement principle allows each unit to make decisions within a common framework, rather than imposing a rigid schedule from above. With a network of hundreds of transaction points, a fixed schedule will certainly break down in places with different circumstances.
Trade-off(2)
- What must be paid is three years of living with two faces. During this period, customers encounter both old and new signs, and each mismatch is a moment of diluted recognition.
- What is purchased should not be discarded if it is still usable. Given the scale, the savings from allowing each item to reach the end of its lifecycle before replacing it far outweigh the losses caused by prolonged transitions.
Professional assessment(4)
- It can be closed. Outlining the roadmap turns a promise into a measurable commitment. Three years is a timeframe that can be verified by outsiders, so the bank places itself under scrutiny instead of just organizing an announcement event.
- Replacing according to the natural lifecycle is the right decision at this scale. It shifts the question from how much it costs to replace everything to how much can be replaced without additional costs.
- Still open-ended. Replacing items according to their lifecycle is financially sound, but it shifts all the risk to brand recognition. A three-year transition can only be sustained if the items customers encounter most frequently are replaced first, and arranging that order is the most challenging part of the timeline, even more so than the design itself.
- Both shapes combined are common symbols of the nation, not belonging to any specific bank. Therefore, the recognition must arise from the way they are constructed and positioned together, which is much harder to protect than a self-created shape.
Takeaway(1)
- The lesson lies in BIDV's transparency about the timeline instead of keeping it hidden. Most Vietnamese businesses imagine rebranding as a launch event, then struggle in the fourth month when they realize that signage, printed materials, and uniforms all need to be replaced with funds not accounted for in the budget. Asking which items should be replaced immediately and which can wait is crucial for a successful rebranding.
Similar case(1)
- LPBank 2023 The second bank also states the principle of gradual transition according to the roadmap, focusing on savings.