Yelo Bank is an Azerbaijani financial institution that adopted its current name and visual identity in November 2019, when the former Nikoil Bank underwent a comprehensive rebranding. The bank introduced a new name, logo and slogan as part of the transformation, which was developed by the London-based agency Winkreative.[1]
Design and History
The Yelo Bank logo features black text with the bank’s name on a yellow square, written in a font described as meeting the latest trends in modern design.[1] Yellow is the main color of the new corporate identity.[1]
The rebranding was announced on November 22, 2019, with the transition to the new name and corporate identity occurring gradually. The process was expected to be completed by April 2020, with the new logo first appearing in official documents and individual communication elements, while the old logo continued in advertising for a period. Branches, ATMs, web pages and advertising materials were scheduled for complete updates during the transition.[1]
The bank’s history dates to 1994, when it was founded as Ulpar Commercial Bank. In 2002, it was renamed Nikoil Bank after Nikoil Investment Banks Group and Lukoil Azerbaijan acquired controlling stakes. The November 2019 rebranding changed the name to Yelo Bank.[2]
Meaning and Symbolism
The new name Yelo is a stylized spelling of the English word “Yellow.” The name, along with the slogan “Brighter Banking,” symbolizes a bright, vibrant, new approach to banking services.[1] The yellow color was chosen as the main element of the new corporate identity to reflect this concept.[3]
According to the bank’s leadership, the rebranding represented more than a change of name and corporate style. It involved a deep transformation to build a new customer service model, a fresh corporate culture and enhanced technological capacity.[3]
Typography and Design
The logo’s wordmark uses a font described as meeting the latest trends in modern design.[1] The design places the bank’s name in black text on a yellow square, creating a simple, typographic mark. Brand color data associated with the identity includes a primary yellow tone (#FFC628), along with supporting colors in blue (#5EA8E9) and a darker gold-brown (#8B6C19).[4]
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