8th
Rebranding
We recently rebranded Capital One in the wake of our acquisition of two major banks (Hibernia in the South, North Fork in NYC). Now that we’re a company that includes credit cards, banks, auto finance, home loans, etc., we’ve had to abandon our previous brand of being a “maverick” in the financial industry (yes, the word “maverick” was actually used). Instead, we’re trying to project an image of credibility and stability.
The aspect of this change that’s visible to our customers is a change of our logo from Teal and Gray to Red and Blue. Don’t worry, our font’s still the same.
Red and Blue are colors of safety, apparently.
Rebranding is often the result of small changes that aren’t one-to-one with changes within the organization. It’s simply a matter of managing customer perceptions, which can be done most efficiently through miniscule behaviors that make all the difference to perception.
