CWB Financial Group, the Edmonton-based financial services organization formerly known as Canadian Western Bank, introduced a refreshed visual identity in June 2019. The update marked the first modernization of its logo since 1988, bringing brighter colours, a fresh font and a simplified shape to the company’s “W” icon and signature teal colour.[1]
Design and History
The 2019 rebrand was launched alongside a new brand positioning statement, “Obsessed With Your Success,” intended to present the company as “a clear alternative for successful business owners across Canada.”[2] The company described the new visual identity as “brighter, bolder and stands out.”[3]
According to CWB, the “W” remained a prominent piece of the logo because “starting out in the west is a big piece of our heritage.”[3] The refreshed identity was developed with support from the agency Cossette, with an in-house project team handling the employee brand launch.[4]
Meaning and Symbolism
The current CWB logo features a marigold maple leaf above a teal “W,” with the company name set below in teal.[5] The teal colour is described by the company as a differentiator amidst the primary colours used by industry peers.[1] The maple leaf ties the mark to its Canadian identity, while the “W” references the organization’s western Canadian roots.[3]
Typography and Design
The 2019 update introduced a “modern font” and a “simplified shape” to the logo.[3] The company also described the new visual identity as using “brighter colours” compared to the previous mark.[1] Specific typeface details have not been publicly documented.
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