Case iDEAL: A new brand strategy and a restyled logo for one of the largest brands in the Netherlands

Case iDEAL: A new brand strategy and a restyled logo

iDEAL has an impressive CV. The brand was introduced 15 years ago and has continued to grow year after year. Meanwhile, iDEAL is the undisputed market leader in online payments, with about 850 million transactions per year, worth roughly 70 billion euros.

Moreover, according to Emerce, iDEAL has also been it for years best valued online payment method. IDEAL is also in fourth place on the list of best business service providers of 2019 in the MT top 1000. An honor to be able to work with such a large and beautiful brand!

We know iDEAL as an online payment option in addition to, for example, money transfer and credit card. In recent years, new services have been developed, such as the recent 'iDEAL Scheduling' where the consumer can determine the payment date himself. And of course it doesn't stop there, because the competitor is lurking. The pace of internationalization and technological developments is high.

Then the irrevocable question arises: Which new services fit well with the future vision of iDEAL, and how are these different services related?

Rob Hoitink (on the photo above), Senior Product Owner iDEAL:

A lot of work has been done on the brand and we are constantly looking at which new services and adjustments can or cannot strengthen the brand.

Loes Romeijnders, Communication Advisor iDEAL:

With so many different stakeholders, there has been a lot of discussion between all parties involved, including all banks. Everyone has an opinion about the brand and appearance. Ultimately, however, it is all about what is important to the user. I therefore wanted a coat rack that clearly showed at the outset: this is possible and this is not possible.

Loes Romeijnders, Communication Advisor iDEAL

Branddoctors has been asked by iDEAL to help with a brand strategy that offers room for innovative services (extensions) under the existing brand. And to subtly adjust the visual identity of iDEAL so that it moves with the times. It must be visible to the outside world that iDEAL is under development, which should further strengthen iDEAL's position in the online payment market.

The result: A new brand strategy and a restyled logo

To work! We conducted interviews with internal and external stakeholders about the brands, strategy and innovations. We extensively tested logos, names and extensions with the consumer. In a series of workshops and so-called “kitchen reviews” we took the important decisions together with the iDEAL team.

This resulted in a modified brand strategy with a clear assessment framework for new innovations. It also led to a restyled logo in which the visual design of the extensions was also considered.

Rob: iDEAL benefited greatly from Branddoctors. We have been able to take a bigger step in the brand. How do we think about our brand? How will we deal with new developments in the future? We have a clear brand framework and we have a cool restyled logo for all the beautiful extensions! A tangible result.

Loes: I am pleased that we have a freshly restyled logo, which is contemporary and matches the image of iDEAL. Because even though iDEAL has been around for 15 years, it is still very innovative, especially when you look at the rest of Europe.

The biggest challenge? Enough to renew, while still being recognizable and reliable.

Loes: The strength of the brand and the fact that iDEAL is a means of payment makes working on the iDEAL brand even more serious. Adjustments should not affect trust in the brand.

Rob: When we had drawn up the requirements and wishes for the new logo together, I was curious about what was possible within it. I thought it was nice to see that there was as much as possible. It has really been possible to maintain the recognisability of iDEAL and still prepare the logo for the next 15 years.

We can learn from consumers, still.

Rob: We are an organization consisting of payment specialists with a strong opinion. Nevertheless, we want to learn from the consumer. This improves the product and proposition. We learned through the external assessment that the name of one of our new services was not clear. Otherwise we would have gone live with a name that no one would really understand.

An external party gets the discussion going

Loes: It is nice that an external party is doing this. Then a frank discussion starts. Everyone is given the space to express his or her opinion or ask a question. If you keep it internal, that's more difficult. When there were sensitivities, Branddoctors brought them to the fore.

Rob: It was a very pleasant collaboration, because you brought the expertise we needed. This was done carefully and transparently. It is nice if you are guided in making choices. We brought in the knowledge of our brand ourselves and you poured it into a workable brand framework. It is valuable to understand how flexible the brand is and what does and does not fit with it.

And now? We are celebrating our 15th anniversary with a beautifully restyled logo!

Rob: October 27, 2020 we celebrated our 15th anniversary with an online event. We also presented the new logo there. We have a clear brand framework and brand portfolio for the future.

We will soon be introducing new extensions under the iDEAL brand. We are well prepared for the next 15 years!

Published on
January 4 2021

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