In the new era, the brand image of ABC has shown a new look, and the brand connotation system has been comprehensively upgraded. ABC has always unswervingly followed the path of financial development with Chinese characteristics, resonated with the pulse of the times, and coexisted and prospered with a beautiful China. Agricultural Bank of China clearly put forward the key task of cultivating brand image in the new era during the "14th Five-Year Plan" period, focusing on the two major positioning of serving the leading bank of rural revitalization and serving the main bank of the real economy and the three strategies of "three rural" inclusiveness, green finance and digital operation, accelerating brand innovation, putting forward brand building ideas and plans from 2023 to 2025, clarifying the brand positioning of "a bank that helps common prosperity", and realizing a series of brand renewals.
Agricultural Bank of China Main Visual Poster "Splendid Mountains and Rivers"
The brand connotation is renewed
ABC actively fulfills its social responsibilities as a major bank and has always been committed to providing long-term, stable, efficient and sustainable financial services to its customers to help achieve common prosperity. With "a bank that helps common prosperity" as its main brand positioning, and "a comprehensive financial service provider that understands China better" and "a pioneer in serving sustainable development" as its auxiliary brand positioning, ABC, as a "warm, powerful and far-sighted companion", puts forward the brand value proposition of "benefiting the majority of customers in urban and rural areas with modern financial services".
The new brand connotation of Agricultural Bank of China
The brand slogan has been renewed
ABC is not only a cultivator of a beautiful China, but also a companion of our customers for a better life. In the process of helping to achieve common prosperity, ABC has worked with the majority of people in urban and rural areas to create a happy life. To this end, the brand slogan of ABC has been updated to "Cultivate a Beautiful China and Create a Happy Life Together", which fully conveys the determination of ABC to work hand in hand with its customers and create a happy life.
Brand visual refresh
ABC has a new vision and a richer brand color. The combination of "Sprout Green", "Qingshan Green", "Golden Spike Yellow" and the standard "ABC Green" gives more vitality and rhythm to the new brand image.
In this renovation, the auxiliary graphic design of "Ears of Wheat Grown by Digital Flow" has also been added, symbolizing ABC's adherence to its original intention and mission, and embodying digital modern financial services with liquid lines and outlines. The new version of the auxiliary color is based on the color evolution of "ABC Green", from green to golden ear yellow, recording the process of wheat ears from germination to maturity, implying that ABC grows together with customers.
Dynamic signage refreshed
ABC's rebranding also adds an innovative design of a dynamic logo. Based on the digital wheat ear as the basic pattern, the wheat ear grains and outer ring graphics in the logo are rotated and surrounded, and finally converged and fixed into the brand logo of ABC, showing the diversity and inclusiveness of ABC's financial services, and making it more youthful and energetic.
Brand advertising film renewed
Along with the brand renewal, ABC released a new brand image advertisement, named "Symphony of Happiness", which strengthened the interpretation and dissemination of the brand connotation of ABC. The advertising film takes "sound" as the main innovation point, and uses national musical instruments to play a happy, cheerful and festive movement, showing the scene of people having a happy life because of common prosperity, so that the public has a strong emotional resonance with the brand connotation of ABC.
Agricultural Bank of China released a new brand image advertising film "Symphony of Happiness"
Brand renewal is all around you
Focusing on the new brand slogan of "Cultivating a Beautiful China and Creating a Happy Life Together", ABC has set up a new exhibition area with this theme, using traditional Chinese embroidery as a creative design technique to make the new brand slogan more deeply rooted in the hearts of the people. The front of the exhibition area shows the beautiful mountains and rivers of the motherland and the beautiful life of the people, and the back side leads to the three themes of "rural revitalization, real economy and green finance" through embroidered silk threads, showing that ABC takes the three major brands as the pillars and fulfills its responsibilities and responsibilities.
The "Splendid Mountains and Rivers" brand renewal exhibition area of Agricultural Bank of China uses traditional Chinese embroidery as a creative design technique to show the responsibility and responsibility of Agricultural Bank of China
Agricultural Bank of China extended the brand renewal exhibition area to outlets across the country, and created "Happy Blossom" window stickers in outlets. By introducing an attractive and prosperous design, the sense of happiness is conveyed to the customer.
Agricultural Bank of China Beijing Jingshun Sub-branch's "Happy Blossoms" window sticker conveys the beautiful vision of "cultivating a beautiful China and creating a happy life together".
On the occasion of this brand renewal, ABC officially launched the virtual digital human Nong Xiaoyun, using technology and fashion to interpret the overall content of ABC's brand renewal, and show the new brand image of ABC that keeps pace with the times to the whole society.
Agricultural Bank of China's digital human "Nong Xiaoyun"
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