FAZEL SAYEH

Bank of America

Rethinking Bank of America's Identity system

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Rebranding Bank of America was an Academic Project which is done at Art Center College of Design. According to my research, I have found three important brand attributes are missing, which were Organized, Friendly and Reliable. Based on that, I started to redesign the present logo.This is the progress that we followed to redesign the logo. On the left side is the current logo transforming into a newly refined version. It is kept the flag idea and made it more organized. There is also designed a three-dimensional version of the logo which can be used for preferred customer services. 

 

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And then I came up with a new idea for a campaign, which called Forgotten Values. The purpose was to show people how Bank of America is friendly, creative and reliable. I wanted to make a connection between now and their childhood and exploring some forgotten values. Things that we reminisce. Here I would like to ask you: 
Do you remember your forgotten values?

 Bank of America reminds you … you used to play marbles. For you, they were uncountable.

Bank of America reminds you … you used to play marbles. For you, they were uncountable.

 When you were playing with your top … you had your own technique.  Your top was peculiar … do you remember that?

When you were playing with your top … you had your own technique.  Your top was peculiar … do you remember that?

 You were a master of hand shadows … you were creative …

You were a master of hand shadows … you were creative …

 You used to look at clouds and see animals and other creatures. Do you remember a Dolphin?

You used to look at clouds and see animals and other creatures. Do you remember a Dolphin?

 Stationary System

Stationary System

 The Poster of Forgotten Values, got awarded by Graphis Magazine in 2018. 

The Poster of Forgotten Values, got awarded by Graphis Magazine in 2018. 

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 The gift package is designed based on the logo. 

The gift package is designed based on the logo.