EssenInternational
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The Big Blue

500
cities across Sweden where
you can find an ATM from Bankomat®

No 1
in the Swedish market

The problem

Bankomat® is one of Sweden’s greatest heritage brands. Just like international successful brands that faced the threats of becoming genericized – e.g. Jeep, Segway, Vespa and Kleenex – Bankomat®, thanks to its long and great heritage was becoming synonymous with ATMs. After 50 years of service, we saw an opportunity to bring Bankomat® into the 21st century, ready to carry on for 50 years; as a strong brand, not as a generic name of the category. 

Our ambition

Our main ambition was to secure the legal rights of the brand by means of a differentiating brand strategy and visual identity. We wanted to ensure a consistent name treatment – internally and externally – to minimize trademark abuse.

Our process

Together with Bankomat we designed a clear brand strategy and a modern corresponding design toolbox to make sure that the brand keeps moving forward. We also partnered to develop a clever way of making sure that the ATMs’ user interface could not only communicate the identities of different banks, but do so in a set framework and in a logical way. To date, we’ve been working together for 5 year with daily operations and opportunities, e.g., consumer insights, retail environments and law.

The result

We have insured the legal rights to the brand and designed an identity optimized for throwing the spotlight on our identity hero: the color: A great way to get strong brand impact while at the same time helping the users to identify the services provided. Whether they are in Ystad (a town on the southern tip of Sweden) or Haparanda (a town close to the North Pole), the next generation of cash service machines is already underway.