More Can Be Less
Debits
Bank of Montreal struggled for years with its:
- Name – it wasn't just a Bank and it wasn't just in Montreal
- Look – its institutional blue begged for a dash of zest
- Surfeit of brands – fragmentation cost the Bank an estimated $40 million per year
Credits
As a global-facing firm, the Bank needed a modern identity above regionalism and beyond lines of business – without risking 175 years of equity. Creating the "BMO Rondel" as master brand was a master stroke, it:
- Leveraged the familiar stock symbol B-M-O
- Embraced the familiar M-bar logo with a splash of red
- Could be added to almost any existing brand to bring mavericks into the fold
- Enabled the creation of BMO Financial Group as the parent for all lines of business
Returns
Everyone in Canada knows Bank of Montreal has become "BMO. " And after a long, ongoing process of integration it stands as one of the top ten financial institutions in North America.
HeBMO Bank of Montreal Branding team
The Team
Brand strategy, naming, strategic direction: Harry Cornelius (Sideren)
Design partner: Ove Design and Communications/Dwayne Brookson
