The meaning of the overall "RATIONAL-EMOTIONAL"

The meaning of the overall "RATIONAL–EMOTIONAL" communicational principle is that the concept of the EVROPEISKY bank's style of communications includes rational and emotional components.

The logo

This concept is visually expressed in the bank's logo containing two colour groups, one of blue shades representing cold conservative rationalism and one of warm, active and emotional red/orange shades. The logo of the EVROPEISKY bank is a square containing circles of the same size of the company colours so that optically the composition looks like a stylized letter E.

The additional logo

The additional logo, a smile, meaning "a bank of positive emotions" follows the style of the principal logo in that it contains the same colours and font. The smile is its central graphic element, a visual metaphor of informal communication.  There is an added semantics to the colon in it. A colon normally preceded direct speech, enumeration or specification (this is not just any bank but a bank of positive emotions). This visual representation reflects the communication of the bank with its clients: friendly, open, democratic and informal.