The Controversial New Equity Bank Logo

Equity Bank. It should be the most popular bank in the country. It is a bank of many firsts in the world earning it so many accolades and awards.

A few weeks ago, Equity bank celebrated its 35th year in business by rebranding. This entailed among many things, a redesign of their logo.

The Old logo

The general description of the old logo is that of the silhouette of the roof of a house.

You know what equity means, but let’s just go through it again.
Here are a few definitions;
The quality of being fair and impartial.
The value of the shares issued by a company.
In accounting, equity is the difference between the value of the assets and the value of the liabilities of something owned.

As young as I was back then ( like most of you), the logo gave me the general impression that it is a financial firm that is leaning towards real estate and mortgages. That it is a bank that is taking the niche of the real estate vibes, home furnishing, and home buying loans.

I got to be 18 and had my first bank account with, you guessed it, Equity and then discreetly learned that it is just an ordinary and general bank in terms of the services that it offers.

In general, I think the logo design was a missed opportunity. We can attribute it to the humble beginnings in the slopes of Mount Kenya back in 1984. It could be excusable to assume that informed and professional graphic design may have been out of reach back then.

The Rebranded Logo
To celebrate their 35 year anniversary, Equity Bank rebranded, and with that came a new logo. Here is what it looks like.

New Equity Logo

The attribute of the new logo vis à vis the old one is just the simplification.

So many people immediately felt like the creatives behind the logo were not given the creative leash to re-do the logo. In general, the logo missed on the relevance to the mandate of the firm. This is shamefully consistent in the existence of the logo of the bank from inception to date, and unfortunately, for the next 15 years; assuming they are going to rebrand again during their 50th anniversary.

They may have been given a brief that simply and mainly stated that they simplify the old logo. Nothing more or less.

Assumptions of what may have transpired.

By a grander scale, many creatives assume that the Equity Bank rebranding result is a true depiction of what happens in the industry. That the client who is the money wielder doesn’t care about your professional input but just points the gun at your head and shouts instructions. And since you got bills to pay, you oblige and cringe as you bring to life what they said.

That the logo lacks aspiration, abstractness, and cleverness doesn’t even begin to list the misses on the logo.

IAAF rebrands to “World Athletics”

You may have noticed a change in the brand of the athletics body in the just-concluded world championships in Doha. The former IAAF rebranded to World Athletics in May and it was to be applied officially in the World Championships, which they did.

The former logo featured the image of Maurice Greene with his hands raised in celebration after crossing the finish line in victory.

Maurice Greene is a former American sprinter and record holder in the 100-meter dash that exited just when Usain Bolt walked in. His record stood at 9.79s.

Maurice Green raises his hands after winning a race. It is the blueprint of the silhouette on the former IAAF logo.

The New Logo

The new brand of the former IAAF.

The New World Athletics Logo Design Breakdown

The logo design is comprised of three main elements:

1.The “W”

2.The “A”

3. The Arc

The ‘W’ of World, and also a symbol of an athlete’s arms raised in victory.

The ‘A’ of Athletics, which also represents an athlete’s focus as they prepare for the road ahead.

An arc over both to represent the entire athletics community coming together.

The logo also includes the sweep of a running track which appears in an upward trajectory, symbolizing the desire to continually push beyond limits. The patterns capture the energy present in all four of athletics’ group disciplines: running, jumping, throwing and walking.

“The hope is that our new brand will help attract and engage a new generation of young people to athletics,” said IAAF President Sebastian Coe. “We have now created a brand that can come to life in the digital world while reflecting the changing nature of the sport. And at the same time bring into focus the athletes, the heroes of our sport.”

“The IAAF name has been in existence for over 100 years, but it has little understanding or relevance to those outside of athletics,” said IAAF CEO Jon Ridgeon. “The new identity creates a symbol that can stand alone and work with partners and events.”

The World Athletics Logo Critique

The logo seems to have achieved just one thing on the checklist. Change.

The fading gradient on the logo makes it unsightly and doesn’t add any value to the design of the logo.

The logo rebrand has great story and in what it encapsulates but the representation and interpretation could have been better. It could have been more iconic and memorable and a tad simple than it is.

It should have been an abstraction of fitness and the human element in the graphics shouldn’t have been taken off.

What are your thoughts on the new IAAF rebranding and logo?