Van Lanschot Kempen is a Dutch wealth manager specializing in private banking, investment management, and investment banking, with a history dating back to 1737. The company’s visual identity centers on a green logo featuring a stylized tree and the founding year 1737, introduced when the firm rebranded from Van Lanschot to Van Lanschot Kempen in 2017.
Design and History
On 30 June 2017, Van Lanschot officially changed its name to Van Lanschot Kempen, launching a new group brand and a new logo for the holding company. The rebrand accompanied a change of the Euronext ticker symbol from LANS to VLK, effective 4 July 2017. The individual client-facing brands Van Lanschot, Evi, and Kempen remained in the market under their own names.[1]
According to the company’s announcement at the time, “the name, the logo with tree, the foundation year 1737, and the chosen color, together reflect the power of the combination of Van Lanschot and Kempen.”[2] The group positioning was built around the tagline “Gespecialiseerd in de toekomst sinds 1737” (Specialized in the future since 1737), developed by the agency KesselsKramer, which also created a series of images for the new website and communications.[3]
In 2025, Van Lanschot Kempen introduced a refreshed visual identity and a new brand campaign called “Your time,” developed by creative strategy agency Dawn. The refresh included a new look, feel, and color palette, positioning the bank as “more distinguished, contemporary and aspirational.”[4] The campaign was centered on the insight that time, not money, is the most valuable asset for clients.[5]
Meaning and Symbolism
The logo’s tree symbol and the founding year 1737 are documented elements of the identity. The tree motif connects to the Van Lanschot family coat of arms, which features three green trees on a silver and green field, with the middle tree taller than the others.[6] The company itself has stated that the tree, the year 1737, and the chosen color together reflect the strength of the combination of Van Lanschot and Kempen, without providing further detailed symbolism.[2]
A USPTO trademark registration for the “1737” mark, filed by Van Lanschot Kempen N.V., describes the design as “the number ‘1737’ in white above a stylized tree in white” appearing “on a vertical green rectangle with rounded corners,” with green and white claimed as colors of the mark.[7]
Typography and Design
No official documentation has been found identifying the specific typeface used in the Van Lanschot Kempen wordmark. The visual identity is primarily defined by the green tree emblem and the founding year 1737, with the wordmark appearing alongside these elements in corporate communications. The 2025 brand refresh by Dawn introduced a new color palette and visual style, though the agency’s public description does not specify typography details.[4]
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