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Sberbank becomes Sberbank
Sberbank has created a new brand - Sberbank. Now almost all the services and services provided by the Sberbank ecosystem have merged under a single umbrella brand.
At Sberkonf it was noted that clients well received such services as SberMarket, SberFood, SberCloud, SberAvto, as well as SberZdorovye and SberLogistika. The process of developing a new brand and corporate identity began in 2017. The work was carried out in cooperation with the international branding agency Landor & Fitch. Media.Work, Superdesigners, as well as the Shchuka studio and others participated in the development.
The new brand logo contains elements of the previous brand name. But now two main elements (open circle and check mark) are filled with new meaning: the check mark symbolizes the clock as the need to save time, as well as effectively filling it with content. Also, the creators see a locator in this element - as a process of finding and implementing new ideas. Obviously, the logo is perceived as an international sign of a completed task ("done"). The gradient color transition of the new logo speaks of the variety of choices for the client in the Sberbank ecosystem.
The brand will be introduced gradually: initially, the appearance and content of sites and channels will change, plastic cards will be valid until their expiration date, and ATMs will be replaced with new ones as they wear out. The company estimated the additional costs of promoting the new brand at RUB 2,5 billion over five to six years.