A new bank for Switzerland
The Swiss miss an honest bank that truly acts in the best interests of its clients, and that lives up to its responsibility towards Swiss society. At the same time, digital transformation has reached the banking sector and changes expectations: banking has to become easier and more affordable.
We want the possibility to do all banking conveniently online, but without losing the option to talk with a financial advisor face to face. This is just where Bank Cler starts: the Swiss Bank with a social conscience that makes a wholehearted effort for its clients and takes advantage of digitalization to make their lives easier.
Fit for digitalization
The whole visual identity is designed to meet the demands of ongoing digitalization in financial services. Barrier-free web usage was taken into account right from the beginning e.g. when creating a brand colour system and typography. Characteristic micro animations add brand flavour to digital interactions in a subtle way.
All along, important interface components such as title types, text styles or links, buttons, lists, etc. were designed for website, e-banking, and mobile applications at the same time. An extensive set of icons responds to both UX needs and demand for faster orientation in the physical branch offices.
The branch office is a statement
Clients and visitors are welcomed in an open co-working space. They decide where and how they prefer talking with their advisor: comfortably in the lounge, quickly at the counter, or discretely in a meeting room. The atmosphere is inviting and uncomplicated: fresh colors, light-coloured wood, digital media, comfortable studio furniture.
Take off your tie
The client advisors have a whole new range of outfits at their disposal. From elegant to casual, depending on occasion and personal preference. By the colorful accessories combined with black and white garments, the clients recognize right away who belongs to the bank.
Getting straight to the point in a charming way
«Clear and direct, in words and pictures» sums up Bank Cler communication perfectly. Real and human, free of platitudes or clichés, and always with a little charm.
Striking challenger design
The distinctive design stands out against the conventions of the sector. From logo, brand colours, imagery, icons, and interface components to style of animation and sound up to UX principles and tone of voice – in every facet, the design underlines the brand’s claim: clearer, fresher, digital.
Powerful logo and capital C
The logo is of great simplicity. It makes a strong impact in every size and usage, and is consistent in all the Swiss national languages. The logotype allows the prominent initial C to stand on its own, e.g. as a favicon, as a profile picture on social media, or as a physical supersign in the branch offices.
The bright blue is crucial for the visual appearance of Bank Cler. It is a first in Swiss banking, and differs from both the classic dark blue and the prevalent Swiss red.
Exclusive brand typeface customized for banking
The Cler font has a very clear look, is highly contemporary, and has been tailored to the demands of banking. The numbers’ design has been optimized for maximum clarity and perfect alignment in tables. An additional narrow version meets the special needs in reporting and forms.
Brand analysis | Brand positioning | Brand values | Brand promise | Code of conduct | Leadership principles | Corporate design | Corporate language | Corporate sound | CI/CD guidelines | picture style and picture pool | Interface design for web and banking applications | Printed publications and collateral | Text for online and print | Supervision of branch resign | Internal implementation | Launch | Management of legal IP research and trademark registrations | Evaluation and guidance of advertising agency | Evaluation and guidance of architects for branch interior | KPI definition and controlling