Story in brief:
The need to be global, and the conviction that "RBC" is easier than "Royal" to export to republics and democracies like the U.S., drove this identity change. "RBC" is to be the new brand umbrella and first-name for all units (RBC Insurance, RBC Royal Bank) and subsidiaries (RBC Centura, RBC Liberty Insurance) of the parent RBC Financial Group.

The great Leo mark, designed in 1962 at Lippincott & Margulies, strengthened in 1974 by Gottschalk+Ash, has now been retooled and set into a shield shape to support the RBC name strategy. Leo was flipped to face right, his crown taken and the tongue licking it withdrawn, his mane curled and softened.

Credits:
C.E.O. - Gord Nixon
Identity counsel & design - Futurebrand

First Impressions:
Can't argue with the strategy, to unite under one global brand. But flight to initials is rarely, if ever, a flight to strength. It is so easy for insiders to know and love their own initials, and to delude themselves that the world will love them too; such decisions must be taken with the most extreme caution.

The alternative? ...probably RoyalBank, BanqueRoyal in Quebec but not Paris, RoyalBank (Canada) only in countries with an indigenous royal bank. In the U.S at least, "Royal" has long since lost the political and emotional baggage it may well retain in Canada; it retains a quality advantage.

Design-wise, the solid shield does provide some practical advantages (such as visibility on a web page). Yet I mourn the loss of the evocative, beautifully drawn old Leo, tongue and all, sitting on his own pointy shield.

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