Client Overview

Tanzania Commercial Bank (TCB) is a commercial bank in Tanzania, Africa. They are licensed and supervised by the Bank of Tanzania, the central bank and national banking regulator.

Brand Design Solution

The agency for TCB Bank searched for a New York based corporate identity design company and selected GreyBox to overhaul their current corporate brand and establish them as a premier banking choice in Tanzania. Their original identity was simple and to the point, but with no real direction. Working with their existing logo design, we helped inject energy and life into their entire identity by utilizing key points of their current logo and utilizing these elements to establish a cohesive and established brand system.

The arrow, associated with strength, power and leadership was utilized as a hero archetype, uplifting and motiving, to callout imagery and text, set direction, and establish a design hierarchy.  The second element to the design system was the “Square Defragmented.” The square-breaking element meant getting out of the ordinary.  Breaking ideas and sentences into easy sounding and easy to memorize pieces that anchor in one’s mind. Throughout the brand, these elements were utilized with the new brand colors, uplifting imagery, and patterns and graphics to create a cohesive and memorable brand moving forward.

GreyBox established comprehensive brand guidelines outlining the various brand points for TCB. We designed a comprehensive brand manual for; corporate stationery, banking materials, deposit slips, marketing materials, signage, ATM graphics, vehicle advertising, corporate swag and tone of voice for the entire campaign, which will guide the TCB team moving forward to bring together the corporate identity system.