Banca Transilvania – a strong Romanian brand, with a new look

• BT has a new brand identity, evocative of Romania, modernity, reputation and energy
• The bank’s logo has been redesigned, and the color palette is richer: yellow, red and blue
• The bank has retained within its brand identity the elements that have brought it visibility, favorability and goodwill
• The BT brand story began 22 years ago in Cluj-Napoca with a 13-person team

Banca Transilvania has a new brand identity that conveys the idea of Romania, modernity, respect and energy — values BT identifies with. This is the second rebranding in the bank’s history, after 2003: the logo has been redesigned, and the color palette — yellow, red and blue — is the new visual language of Banca Transilvania.

BT has kept within its brand identity the elements that have earned it visibility, favorability and goodwill, and that are easy to recognize: the shield — as the logo’s graphic element, BT yellow, and Zanul, a character that gives the bank’s communications uniqueness and a friendly way to share information. As a positioning, Banca Transilvania remains the Bank of Enterprising People: 1 in 3 entrepreneurs starting a business choose BT. 

“Banca Transilvania is now in a new stage of development and maturation, and the new brand concept reflects very well who we are: a Romanian bank and a local champion that supports, with respect, passion and fresh ideas, Romanian entrepreneurship and dreams that turn into achievements,” said Horia Ciorcila, Chairman of the Board of Directors of Banca Transilvania.

The rebranding project was carried out together with Brandient, a Romanian company dedicated to brand strategy and design consulting. The rebranding included several stages: an audit, redesigning the visual identity, setting the brand and communication strategy, and implementation — a phase now under way both at the bank and across the Banca Transilvania Financial Group companies.

The Banca Transilvania brand story began 22 years ago in Cluj-Napoca with a team of 13. Today, BT is one of the largest banks in Romania, with operations organized along three business lines: Corporate, SME and Retail. Banca Transilvania is, first and foremost, about people: more than 7,300 on the team and over 2.2 million clients. The average age of employees is 34, and for approximately 1,600 of them, BT is their first job.

BT’s brand architecture comprises more than 20 sub-brands: the companies of the Banca Transilvania Financial Group, product and service brands, foundations, sports competitions, a banking café and banking shopping events. Banca Transilvania ranks 22nd in the Top 100 Strongest Romanian Brands 2016, up 20 places from last year. The ranking was published in September this year by BIZ magazine.

BT’s top management is confident that the very good financial results delivered by Banca Transilvania year after year have laid the groundwork for new approaches and successful projects across the entire Financial Group, under the banner of the new visual identity.