Dexia is a Belgian-French financial institution that got into trouble following the financial crisis. The Belgian banking operations were split off and taken over by the Belgian government. Recently, it announced that it would change its name from Dexia Bank Belgium to Belfius, and a new logo was unveiled on March 1.
The name is a combination of Belgium (Bel-), finance (-fi-) and the English word "us", summarizing the comapny's mission, which is to be a bank with local roots that listens to and learns from its costumers. The name is also easy to pronounce is many European languages. The new logo features an equal sign, to signal that the bank considers its costumers to be its equals.
The new corporate identity is credited to Hoet & Hoet and the bank's communication bureau Boondoggle.
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