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KASB Group undertake important new rebranding exercise in home market of Pakistan with 24 hour visual identity across commercial network using translucent and diffuse sign materials from 3M Brand solutions.

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KASB Group has been operating since 1958 in Pakistan as a leading investment and commercial bank with strong focus on brokerage, asset management and Islamic finance. It’s Brand identity is extremely important in a very competitive banking market, and recent activities have lead to a strategic decision to update the branding of its flagship business, KASB Bank which has 104 branches operating across 43 cities nationwide.

A key design decision was the introduction of new mid-blue colour to the primary corporate palette which would internally lit on all external fascia signs. The original dark green colour was moved from purely being used for typography to a second support colour in the palette. At an early stage, KASB Bank’s marketing manager, Ali Hemani, in charge of the project, worked with the 3M Commercial Graphics team to sample, trial and test the 3M™ Scotchcal™ translucent graphics film series 3630 applied to 3M™ Panagraphics™ 3 flexible signface material.

Important considerations in the specification of these materials for the pilot sites and the subsequent roll-out programme, were the durability and colour fastness when exposed to the hot climatic and weathering conditions that prevail in the country; in addition, bearing in mind, the investment in removing and installing new branding across over 100 different buildings, a feature that was very important to Mr Hemani was the 3M™ MCS™ (Matched Component System) Warranty of three years on the specified solutions.

The KASB Bank team also shared with 3M and the approved sign manufacturers, the lightbox details, especially the method of construction, the size and weight, and the lighting source – all of which play a part in the final nigh time illumination of the visual identity. The 3M Technical team provided advice to all parties on the importance of specific techniques to eliminate hotspots, shadowing and light tube visibility in the new signs.

Working together in partnership to achieve a smooth and straightforward implementation of the new branding proved essential and good communications and a clearly understood specification was a great help.