Our role: Strategy / Corporate Branding / Retail Branding

Citizens Bank of Canada was inspired by the immense success of Canada’s largest credit union, VanCity Savings. It adopted the popular ethics model of VanCity Savings, and combined it with the concept of an entirely branchless bank with innovative financial products. The design of an identifier for Citizens Bank called for the representation of people -- philosophically the cornerstone of the institution -- combined with corporate social responsibility and the stability of a chartered Canadian bank.

In developing the logo for Citizens Bank, we combined three elements in perfect balance. The central figure in the mark is a human with outstretched arms. A column, classically associated with banking stability, supports the figure. The third element is the arc between the figure’s outstretched arms. This arc, like a rainbow, symbolizes the hope in Citizens’ philosophy of corporate social responsibility. Citizens Bank of Canada is a bank involved in its communities. Their logo represents this involvement.