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THE TORONTO
STAR,
CIBC flies a new look in its
logo A little confusion in the marketplace about some businesses and products has persuaded the Canadian Bank of Commerce to unveil a redesigned logo. In recent years, Canada's second-largest bank has added a trust arm, bought a group insurance company, established insurance subsidiaries and expanded investment management operations. Some of these businesses had their own corporate logos, CIBC chairman and chief executive Al Flood told reporters at a news conference yesterday. ĻI'm sure that we're missing some customers these hays that don't realize that we're all tied together, Flood said. The new logo is a modification of one the bank has used since 1967. The color is still red or claret, as the bank describes it and still contains a chevron displayed over the letters CIBC. The new logo will be introduced only as necessary on a replacement basis, Flood said. The bank also hopes the new logo will raise the CIBC's profile internationally. The logo was designed by Kramer Design Associates of Toronto and cost the bank about $100,000, he said. Flood and Hoger Kluge, president of CIBC's personal and commercial bank, also used the occasion to take the wraps off the bank's newly renovated flagship branch at Commerce Court in downtown Toronto. The traditional tellers wickets have been removed from the main floor of the branch which manages about $3.5 billion. Automated Banking Machines (ABMs) are scattered about the floor, which also has a few offices for private meetings with branch officials. The tellers have been relocated to the branches basement level, which leads into a newly refurbished shopping concourse. Customers of the Commerce Court branch said they wanted quick and efficient service, Kluge said, because they didn't have time to stand in lines waiting to be served by tellers. A cursory look at the basement's level during yesterday's lunch hour, however, revealed the typical lines of customers at tellers' wickets. Kluge said the branch has 38 banking machines and passbook update machines, but just 18 tellers. For more information please visit http://www.kramer-design.com or contact: Janet Young
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