New Name, Logo, and Identity for Degroof Petercam by Base

Established this October, Degroof Petercam is a new, independent bank in Belgium offering a “combination of private banking, institutional asset management, investment banking (corporate finance and financial intermediation), and asset services.” Employing 1,400 people in seven other European cities and in Hong Kong, Degroof Petercam is the result of a merger between Bank Degroof, an investment private bank founded in 1871 in Brussels, and Petercam, a financial group founded in 1968. The new identity for the company was designed by the Brussels office of Base. The new identity reflects the joining of two companies with similar functions, but very different DNA and philosophies. Trading since 1871, Bank Degroof was viewed as rather conservative in comparison with the more agile