Deutsche Pfandbriefbank AG, a German specialist bank for commercial real estate and public investment financing, has used the brand “pbb Deutsche Pfandbriefbank” with a new logo and corporate design since October 2009. The identity was created by Munich-based brand agency KMS TEAM, which developed the corporate design for the bank. The new brand was first presented at the Expo Real trade fair in Munich in October 2009. [1] [2]
Design and History
The 2009 rebrand marked the merger of DEPFA Deutsche Pfandbriefbank AG and Hypo Real Estate Bank AG into Deutsche Pfandbriefbank AG. The bank emerged as the “Good Bank” from the Hypo Real Estate group during the financial crisis, and the new identity was intended to draw a clear line from the past while signaling reliability through a focus on the classic German Pfandbrief (covered bond). [3] [4]
The logo centers on the “pbb” acronym. According to the bank’s official press release, the acronym has varying ascenders that evoke the rising bars of a histogram. The design is rendered in anthracite grey with a light green as the accent color. [1]
KMS TEAM described the overall visual identity as reduced and clear, positioning the bank as a credible and competitive market participant. The agency also designed the bank’s corporate website and annual reports, which incorporate elements of the classic German bond as a symbol of seriousness and credibility. [3]
Meaning and Symbolism
The varying ascenders of the “pbb” letters are the logo’s most distinctive feature. The bank’s official description states that the differing letter heights are intended to recall an ascending bar chart, a visual reference to growth and positive development. [1] The anthracite grey and light green color scheme was documented in the bank’s own announcement of the new brand. [5]
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