The new brand design and strategic vision for Bank of Astana, with a new language linked to the Kazakh capital symbolism.
A new graphic language sign and naming concept, closely related to the Kazakh capital symbolism and values. Bank of Astana future repositioning envisages the adoption of a universal banking model, highly driven by digital operational technology. The main driving values around which lays the new brand design strategy are simplicity, support, and innovation.
The project metaphor identified to embody Bank of Astana is a Star, which inspires the future generations; like a compass, it orients and leads their clients to the main way.
The monument represents the iconic symbol of modernity & innovation to the Kazakh people, the value direction that tracks the path to future and innovation.
The graphic pattern of the brand logo recalls the pyramid shape and the opening "A" letter of the bank name. The development of Bank of Astana communication consists of the ideation of stationery, business cards, product and services leaflets, brochures, credit cards and the corporate identity and brand manual guideline book including all digital and web interfaces.