Jaiz bank new logo?
Well, rebranding is ethical but rebranding should be structurally explainable.
Generally, all brand identity designers agreed on three primary requirements for a strong mark, being distinctiveness, simplicity and appropriateness. The old Jaiz bank fulfils all these three while the new logo does not look appropriate enough for the brand.
Critically looking at the mark, I have it difficult to understand the concept despite being a designer I wonder what a layman would infer.
Based on that, neither is a letter mark representing the brand initial “J”, nor an ABSTRACT representing transaction or banking environment generally, or a PICTORIAL which is the “POSSIBILITY” denoted from the Arabic word which the brand name represents. If the old logo should be rebranded, a little torches to the typography positioning or placement will do the magic needed by the brand.
Until we hear from the designer to convince us with his rationale, I strongly believe the new logo does not have an overt rationale and if I am allowed to vote, I will never think twice to vote out the new logo because the old logo stands tall from the perspective of design conceptualisation; it is simple, distinctive and appropriate.
– Yūnus Olukodo