It‘s official, the Bank formerly known as Kaupthing is reading my blog. A few months ago I wrote that Kaupthing was in need of a new brand. I also wrote about their internal branding. You might say I am obsessed with the bank but in my defence, it is the bank where I conduct all my banking. The bank took “my” advice and changed its name and is now called Arion Bank. The name is controversial; some people like it while others hate it. The new name comes from Greek mythology and it symbolizes persistency, cooperation and comeback.
Finnur Sveinbjörnsson the CEO of Arion Bank, says that it was about time to make these changes:
“New name, policy and value marks the new beginning with the bank, we are in a certain way saying goodbye to the old and are determined to face the challenges that our community is facing with force. Our goal is to create a solid and trustworthy bank that works with and for the people.”
The cost of the rebranding is said to be very little, they will even use the remainder of the old stationary and use the old debit and credit cards labeled Kaupthing.
This is a huge step towards the future of the bank. Whether you like the name or not, it isn’t connected to Iceland and its’ failed banking system. In a few years we might have a functional banking system once again!
