VeloBankCopied

VeloBank exists because Getin Bank failed. At the end of September 2022 Getin Bank was placed into compulsory restructuring by Poland's Bank Guarantee Fund, BFG, and the business continued under a new brand. Bankier.pl's Wojciech Boczoń reported that the new institution was led by Adam Marciniak, and that the whole operation was carried out at express speed. The bank officially presented its strategy and logo on 21 November 2022, after a teaser campaign from 16 November.

The logo is simple to describe. Bankier.pl reported that the Getin colours, green and white, were kept; the logotype is a square containing four smaller squares, with V and E in the top row and L and O below, white letters on green, and the word Bank beneath. Cashless.pl's Jacek Uryniuk set out the brief: the mark had to refer to the past so existing customers saw the new bank as Getin's successor, be different enough that new customers did not associate it with the restructured bank, and look modern. He noted that VELO read in two rows sits very close to LOVE, and that the similar green would save money on refitting branches.

The bank's own explanation assigns a value to each square: modernity, transparency, understanding, which it linked to the English word velocity in the name, and security. The square layout can also become a horizontal bar, which the bank said underlines its flexibility, and the saturated green supports its green aspirations. Acting chief executive Adam Marciniak said the logo reflects flexibility in adapting to changing needs. The campaign line was Świat bardziej Velo, a more Velo world, with creative by Dentsu Polska.

Few rebrands have a brief this practical: distance the bank from a failure while keeping the customers and the shopfittings. Keeping the green was the smart, cheap answer, and a grid of four letters is clear and easy to badge on anything. The VELO and LOVE overlap is a happy accident or a quiet joke; either way it helps. Assigning four corporate values to four squares is the weakest part, a story written after the shape. The test was never elegance but trust, and on that a bank born from a resolution starts with a handicap no logo can remove.