Sber
Brand System

Building
the rules

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In 2020, Sberbank embarked upon their biggest rebranding in the bank’s 180-year history. Aside from its traditional financial offerings, more than 30 digital products and services were added to Sber’s new technology ecosystem. With its exponential expansion of its services, from banking to medicine and entertainment, Sber discovered a need for a flexible system of marketing communications. Based on the identity created by Landor & Fitch, Shuka and Sber developed a brand system to adapt their signature style for all service groups and marketing products.
The visual characteristics of existing and future services and marketing products are made up of a unique combination of one of four brand archetypes and one of three audience types. The unique design principles for each combination apply to all the communication tools within the ecosystem. Depending on the archetype, the colour palette and fonts may change; the nature of the language affects size, composition and the general colour principles; and the focus of the marketing product defines the way it showcases the archetype’s parameters.
Ruler
Support
Magician
Clarity and simplicity
Sage
Credibility
People’s Person
Inspiration
?
Universal language
General content
?
Corporate language
Premium segment (medium and large business, government)
?
Personal language
(VIP, CIB)
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1
Ruler
Logo
Colours
Typefaces
Key visual
Illustrations
Photos
Everything’s clear and safe with the Ruler, as they lead and direct: hearing, helping and yet never crossing boundaries. This archetype covers Sber’s anchor products, with their functional branding: the typography is legible, the palette is rich and the colours bring definition and structure. Font size and style are constant, with a logo that ranges from small to medium and no bleed.
The interface doesn’t distract from the content: users always know what to expect. The overall layout is eclectic, with the internal structure clearly expressed. Photographs can be both staged and candid. Illustrations are figurative, object-based or themed. Metaphors are simple: it’s always clear what is depicted and why it’s there. Additional graphics help organize and process information (like icons or infographics). Motion graphics are subtle, with accents on important themes: medium speed, without sharp changes.
Ruler archetype general design principles
2
Sage
Logo
Colours
Typefaces
Key visual
Illustrations
Photos
The Sage knows all and thinks critically. They’re distant and diplomatic. The Sage is an educator, opening new horizons, expanding knowledge and experience, but always speaking clearly. This archetype encompasses the ecosystem’s professional services. The branding is consistent and multi-layered, featuring clear and utilitarian fonts as well as a careful eye for data visualization. As with the Ruler, font size and style remain unchanged. The logo ranges from small to medium, without bleed.
The inventive interface shows the fullness of the content and gradually immerses users. The composition is informative and rich, with modular layouts and well-planned type. The photos’ laboratory aesthetic comes from informativity and cleanness. Illustrations are complex and information-rich. Graphics are schematic, helping to organize the information.
Sage archetype general design principles
3
Magician
Logo
Colours
Typefaces
Key visual
Illustrations
Photos
The Magician shares new and amazing things. They’re always ahead of the game, but doesn’t break their distance from the audience. This archetype contains the ecosystem’s most progressive products, with branding most clearly expressed: here you can see fonts with exaggerated elements; colour creates the environment, with a restrained and polychromatic palette. Informal letter placement and style is allowed. Logos can bleed.
An innovative interface accents the content. Unconventional transitions, signalling a new experience, greet users. There’s lots of air in these materials, with contrasting compositions of blocks. Photographs are artistic, with clear geometry and lighting. The illustrations have a unique language and are carefully crafted. Graphics are expressive, with little to no functional information. Unpredictable changes along the borders of motion design scenes are allowed.
Emojis are drawn based on the Magician’s archetypal principles, with free interpretations of the body and fantastical, eccentric symbols; still, the proportions, silhouettes and faces of anthropomorphic characters are closer to reality.
Magician archetype general design principles
4
People’s Person
Logo
Colours
Typefaces
Key visual
Illustrations
Photos
The People’s person inspires, entertains and is always ready to entice with a good deal. This archetype contains Sber’s mainstream products. The overall style is boisterous and bright, and the type palette has a curated carelessness. Only here can you use lettering or deform fonts. Contrasting colours can be combined here. Informal letter placement and style can be used, and the logo can bleed.
The interface is consumer-focused: seamless, quick, convenient and predictable, with opportunities for spontaneous solutions in each scenario. Margins, font sizes and images are flexible. Collages can be used that feature stock images. Illustrations can be figurative, object-based, themed and abstract. Motion design is fast-paced and sharp.
People’s person archetype general design principles
Brand system is a grand outline, which now defines an ecosystem’s design teams and external studios’ work. While developing it, we were honored to witness and curate its implementation together with a range of awesome collaborators. After the rebranding was finished we’ve zoomed in the grid’s particular modules and now working on the design of Sber’s campaigns, products and services.
Anastasia Butrym
Design direction
Nicolas Zeus
Design direction
SHUKA
Ivan Vasin
Creative direction
Ivan Velichko
Creative direction
Alexander Koltsov
Art direction, illustrations
Victor Akifiev
Digital art direction, design
Marina Gaiman
Digital design
Varvara Goncharova
Design
Dmitry Okulich-Kazarin
Design
Evgeny Drozhzhev
Design
Anna Koltsova
Illustrations
Renata Serebryakova
UX copywriting
Superdesigners
2D, 3D Illustrations & Animation
Petrick
2D, 3D Illustrations & Animation
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