Communication

Bank of Taiwan

Extra Form

Country	Chinese Taipei
Year	2023
Award	WINNER
Client	Bank of Taiwan
Affiliation	Process Taipei Team
Description(English)	Amidst digital trends and competition, Bank of Taiwan rejuvenated its brand without altering the original trademark or main color, conveying its cultural spirit, and establishing new possibilities for state-owned enterprise rebranding. Drawing inspiration from ancient oriental "spade money" currency and the "circle" symbol in the trademark, the design inherits unique cultural style with dynamic, circular transformations. Bank of Taiwan showcases stable, diverse services, enriching customers' lives. The wine-red gradient elements modernize the brand while preserving a century of heritage, building social influence.
Description(Native)	臺灣銀行面臨數位化趨勢及競爭對手的衝擊，在不更動原有商標和主色下，翻轉品牌守舊的樣貌，以傳遞品牌理念與文化精神為初衷，開啟國營企業品牌再造新的可能性。 整體視覺圖形從商標元素中的「布錢」東方古代貨幣的造型及「圓」符號汲取靈感，將布錢元素設計於圖標、插畫中，傳承獨有文化風格，並以動態思維創造出圓的翻轉和豐富的造型變化，傳遞臺灣銀行以穩健且多元的服務內容，轉動每一筆金融交易，為客戶實現美好生活。 色彩發展上，因應數位趨勢將品牌主色酒紅色加入漸層元素，保留百年歷史的文化涵養，同時演繹出現代且數位的新穎形象，建立社會影響力。 近年金融市場迎向數位浪潮，競爭品牌面臨數位轉型問題時，即開展新的子品牌，而非建立在母品牌的本質上進行轉型，臺灣銀行從既有架構下思考數位轉型，延續品牌價值及文化歷史，建立全方位新穎形象。 此次品牌再造以下三項重點： 1. 臺灣銀行建立國營銀行品牌再造的可能性，建立社會影響力。 2. 臺灣銀行延續品牌文化與價值，並因應數位轉型加入數位化及新穎的元素。 3. 建立嚴謹的品牌識別系統，讓推動各項服務溝通及數位應用時具系統性與一致性。
Website	www.process-group.com
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