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  Union Bank's new brand identity


A very bankable corporate brand identity.

This is a simple symbol that says so much. It has a sense of abundance and restraint. It comes across as approachable and yet firmly disciplined. The U not only has the proportions of a lowercase b, it is heart-like in colour and form, and in three dimensions with that cleverly crafted edge.

The 'U', without the overt customer-centric cliche of the 'you' in contemporary brand thinking, is the real cake-taker. There is clearly an inherent and authentic focus on customers. No wonder business is thriving. With such a competent handling of the primary brand mark I am very impressed with so little.

Union Bank, U have an outstanding new brandmark.


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