ABN AMRO —
Brand Refresh and Visual Design System

ABN AMRO - Refresh

ABN AMRO is a bank for people who want to progress in life on a personal and business level and in society at large. The brand positioning created by ACE is about embracing the emotive drive to start something new. For every new beginning. (NL: Voor ieder begin)

Together with Simon van de Rijdt, as part of ACE, we were responsible for the creation of the ABN AMRO's brand new identity from start to delivery. Built upon their 200-year legacy, made for the present.

We crafted a brand identity that captures emotional moments of breakthrough, excitement and entrepreneurial spirit. The graphical elements captures a spark set into motion. It starts with an idea (human heart beat) which is accelerated by ABN AMRO expertise. Creating a ripple effect. 

ABN AMRO - Concept

Visual device - set into motion

Visual device - dynamic application

Logo - Press play to begin

Motion Idents

The new branding captures emotional moments of breakthrough, excitement and entrepreneurial spirit.

ABN AMRO - Rotterdam Large OOH

ABN AMRO - Billboards

ABN AMRO - Digital screens

ABN AMRO - Social

The graphical device is the visual translation of ABN AMRO's values - drive, expertise and captivating energy.

ABN AMRO - App

ABN AMRO - Digital Billboard

A brand world made for current society with the aim of making ABN AMRO more human, open and accessible.

ABN AMRO - App

ABN AMRO - Social

ABN AMRO - Guidelines

Built upon ABN AMRO's 200-year legacy, made for the present.

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