Logo
The corporate communication principle of "rational-emotional"
The concept of new corporate style of the Bank Evropeisky includes two lanes in the hypostasis of communications of the bank – the rational and the emotional components. If in a particular media we want to emphasize rational parameters (such as advantage, reliability, quality, etc.) then the principle of "rational" should be used in its design - for example in business and official documents. In the media intended for contact with clients (when the contact is transferred from official into personal form), the principle of "emotional" should be used - these are various promotional materials and materials for clients.
The brand (logo)
This concept is visually reflected in the logo, which contains two color schemes: one - cold, conservative, rational (shades of blue), the other – range of warm colors - warm, active, emotional (red-orange). The logo of the Bank Evropeisky is a square, consisting of circles of equal size, located at equal distance from each other, and painted in corporate colors so that optically the whole composition looks like a stylized letter "E".
Versions of corporate blocks
Corporate block consists of the brand name and the logo, created with Miryad Pro font. Use of the block involves two possible color schemes: on a white background (as a basic version) and on a blue plate (the colors of the logo remain, and the brand name turns white).
CORPORATE FONT
As a corporate font for all advertising and communication materials the “Miryad Pro” font should be used.
Additional brand ( "Smile")
Additional brand name "Bank of positive emotions" ("Smile") is made within the corporate block style, using the same fonts and colors. The main drawing entity is a smile - a visual metaphor of a smile, the symbol of informal communication. The colon in the smile has additional meaning: it is commonly used to introduce speech in a dialogue (the bank is talking to you), as well as to introduce a description (it's not an ordinary bank, this is a bank of positive emotions). Visual solution represents communication with customers as friendly, open, democratic and informal.
