Eika Alliance - Brand identity

Renewing a Classic Symbol

Services

The Eika Alliance exists to strengthen local banks with products and services to compete with the larger national banks without losing focus on their local expertise. Therefore, an updated identity system was developed, with a new oak symbol at the centre. Combined with products and services from Eika, the local banks emerge as full-fledged brands with professionalism and expertise.

The oak tree has traditionally been used as a symbol for local banks throughout Norway. It indicates strength and stability. In addition, roots, branches and acorns can represent history, unity and future.

Two symbols have dominated, with a number of variations: One is an organically detailed tree, which can be perceived as old-fashioned and challenging to use in small digital surfaces. The second is a stylized symbol from the 70's, with sharp angles, which gives asso… — Two versions have dominated, with a number of alterations: One is an organically detailed tree, which can be perceived as old-fashioned and challenging to use on small digital surfaces. The second is a stylised symbol from the 70's, with sharp angles, that can resemble a lot of things, other than an oak tree.

A simpler stylized symbol was designed based on circles and round shapes. Placed in a circle, it becomes simple and unique, but a friendly and modern expression. — A simpler stylised symbol was designed based on round shapes. Placed in a circle, it comes across as a simple and unique symbol, with a friendly and modern expression.

Mission in Oslo has designed a local bank that knows your local community.

A fixed layout with symbols and names was established to give local banks the opportunity to adopt a common expression, which harmonises with the alliance's identity.

In addition, separate symbols for selected products and services are designed based on the symbol and the oak's symbolism.

Mission's design of logos for the local banks of Eika.

Challenge

The oak symbol used by Norwegian saving banks is one of the oldest and most beloved symbols in the country. Many local banks still use this symbol, or variations of it, today. The Eika Alliance gave Mission the task of modernising the oak symbol for local banks wanting to use it. One of the reasons for the update was that the classic oak did not work satisfactorily on digital platforms. There was a need for the new symbol to be used for everything from the smallest favicon (web icon) to the greatest wall backdrop. For this challenge, simplicity was key.

Solution

It proved important that the chosen symbol not only be simple and direct but also comply with digital technology and function across other widely used products and services, specially developed for the bank alliance. The shape of the oak symbol is made up of four circles, and it gives the tree a smooth and confident look, fit for a bank that wants to welcome you. At the same time, you notice that the tree itself is both solid and robust, precisely how you would want your local bank to be.

Result

Rørosbanken was the first bank to use the new oak symbol in its logo. The bank launched its new look during the Norwegian Ski Championship in 2015, taking place in Røros. Since then, quite a few other banks have chosen to use this symbol alongside their logo, and by doing so, they send a clear signal that they are local banks in their communities, but at the same time modern and flexible.