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Standard Chartered Gets A Modern Facelift To Look Cohesive All Over The World
By Mikelle Leow, 09 Feb 2021
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Image via Lippincott
To convey its solid global standing, financial firm Standard Chartered has redesigned its visual identity to look simple yet sophisticated, no matter where its branding shows up.
Noting its presence in 60 markets and heritage of 160 years, translating Standard Chartered’s long-standing ability to meet the unique needs of diverse markets would be an especially challenging feat. The company had also become aware that the old identity no longer mirrored its vision for digital expansion, nor did it represent its embracing of an up-and-coming generation of wealth creators.
Brand consultancy Lippincott addressed these problems with a ground-up revamp that doesn’t just welcome digital-first users, but also honors its existing global audience.
Here to stay is the reliable ‘Trustmark’ emblem, but it’s been redrawn and streamlined to stand strong across various dimensions. This is a necessary step, as the symbol has been around for over 50 years and wasn’t originally optimized for a digital audience.
To match the bare-bones icon, the Standard Chartered wordmark has been given a rounded typeface along with “teardrop” cross strokes in line with the ones in the symbol.
According to Lippincott, the new brand identity is adaptive and “built to flex across a vast, ever-changing world of content, formats and platforms” for diverse geographies.
The rebrand was unveiled globally this month with “an overwhelming response,” the agency reports.
Today, Standard Chartered unveils its evolved digital-first brand to the world. We're so proud to help define this dynamic business’s next chapter and bring it to life for its clients across the globe. Congratulations to the teams!— Lippincott (@lippincottbrand) February 4, 2021
Today on Brand New (Noted): New Logo and Identity for Standard Chartered (@stanchart) by @lippincottbrand https://t.co/Hhz2gKPZ0A pic.twitter.com/Qml9vDbaXN— UnderConsideration (@ucllc) February 8, 2021
NEW: In collaboration with @lippincottbrand, we created a bespoke typeface system (in Latin and Arabic scripts) for the Standard Chartered Bank. pic.twitter.com/hTUdod7wGY— Indian Type Foundry (@itfoundry) February 5, 2021
[via Brand New, images via Lippincott]
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