Montreal Gazette

CIBC rolling out new logo as part of customer-focused brand update

- STEPHANIE HUGHES

The Canadian Imperial Bank of Commerce is getting a makeover with a new logo the company plans to roll out across its marketing and advertisin­g platforms Thursday and in branches over the coming year.

The new look features two chevrons facing in opposing directions to symbolize the company's “past and future opportunit­ies” as well as the bank's relationsh­ip with its clients, according to a statement released Wednesday, and comes with a broader attempt to rebrand as a customer-focused operation.

“Throughout our history, we have always made our clients' goals our own,” CIBC president and chief executive officer Victor Dodig said in a release. “The pandemic highlighte­d again the role we play in our clients' lives. Our renewed purpose has been our north star throughout this time, and as we look to the future, it's more important than ever that our brand captures the bank we are today — one with a North American platform for growth, a client-centric culture, and a focus on the future for our stakeholde­rs.”

The design is an update to CIBC'S first logo in 1966 when the bank was celebratin­g its 100-year anniversar­y. CIBC worked with a few different agencies during the rebranding effort.

Stephen Forbes, the bank's executive vice-president of branding and corporate affairs, told the Financial Post that the design came after the team conducted client research beginning around 2018.

“What they told us very, very loudly, was that they have ambitions and that they need someone to help make it real with them,” Forbes said. “So, through research, we wanted to kind of reposition our bank as to what we're here to do every day and that's really to help make needs and wishes become a reality.”

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CIBC'S new logo

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