With financial support provided by the U.S. Agency for International Development (USAID), the National Bank of Ukraine, in cooperation with Еkonomika communications hub, has embarked on a rebranding project, said Head of the NBU Information and Public Communications Office Ms Natalia Bondarenko.
“We strive for harmony in positioning our brand, which shoul reflect internal transformation processes, its independence and importance for the development of a new Ukrainian state. The NBU’s existing logo and brand identity fail to visualize the changes the NBU is undergoing and its role in the country. Today the NBU is a national reform leader that has earned worldwide recognition and respect. Our vision is to be a modern, open, and independent central bank enjoying public trust and integrated into the European community of national central banks.
Accoding to Ms Bondarenko, a revamped brand identity will be closely linked with an equally important project undertaken by NBU to design a new website that will be launched in the fall of 2017. Therefore, our task is to implement two projects simultaneously and in a quality manner.
USAID has cooperated with Ukraine in different areas for 25 years, including the provision of technical assistance to the NBU and other regulators in implementing financial sector reforms.
“The project to design a new website for the NBU is funded by USAID.НБУ The projects to redesign a website and design a new logo represents a logical step to draw the public's attention to the fundamental changes in the financial sector, help citizens navigate themselves in the world of finances and enhance public confidence in the financial sector. This is strategically important for both the public and the country as a whole to propel the financial sector to a new level of development, which would address financial needs of enterprises, especially SMEs, and individuals. We are proud of cooperation with the NBU and plan to implement a series of measures under the above-mentioned and other projects run by USAID,” said USAID Financial Sector Program Manager Ms Natalia Berezhna.
The NBU and USAID engaged a team of Ukrainian best advertising specialists. As part of MMR Lab project implemented by Еkonomika communications hub, these experts will develop proposals regarding rebranding of the central bank, in particular, the design of a new logo.
CEO of Ekonomika Communication Hub Ms Iryna Rubis said that MMR Lab project and experts involved in this project view this task as an unprecedented professional challenge and an ooportunity to contribute to reforming the country.
Rebranding involves redesigning the logo and corporate identity of the NBU. This project is intended to design a brandbook in line with the latest trends in corporate design.
“All the elements of visual brand identity, starting from the font type to the visualization of details, should be easily perceived by users and user-friendly. We will build on best practices of the world’s central banks to build communications with the public. At the same time, new visual identity of the central bank should ensure consistency with the previous brand identity,” said Ms Bondarenko.
New visual identity of the central bank will be presented to the public following the launch of the NBU’s new website (scheduled for September 2017).
This project is being implemented with assistance from the U.S. Agency for International Development (USAID) within the framework of International Partnerships for Financial Sector Stability Activity (IP-FSS). IP-FSS Project is a supplementary project of the USAID under Regional Economic Growth Program.
The Project aims to provide international technical assistance for the improvement of communications, including website upgrading, to the NBU.
MMR Lab is a separate project of Еkonomika communications hub, which comprises Marketing Media Review (MMR), an online media outlet.
MMR Lab is a creative laboratory capable of providing a comprehensive solution to carrying out a specific marketing task. Its participants are 6 top advertising and communication specialists selected by MMR to meet the customer's needs.