Don't miss the latest stories
Advertise Newsletter
Network
  • The Bazaar
  • The Creative Finder
  • Deals
Shop

Follow

Share this

Redesign
Branding
Graphic Design
Logo Design
Typography
Samsung
Donald Trump
More
  • Viral News
  • McDonalds
  • UI/UX
  • IKEA
  • AI Generators
  • Creativity
  • Amazon
  • Burger King
  • Balenciaga
  • Fashion
  • Microsoft
  • Music
  • Apple
  • Logo Design
  • Typography
  • Samsung
  • Donald Trump
  • Viral News
  • McDonalds
  • UI/UX
  • IKEA
  • AI Generators
  • Creativity
  • Amazon
  • Burger King
  • Balenciaga
  • Fashion
  • Microsoft
  • Music
  • Apple
MENU
  • Advertise with us
  • Submit tip/feedback
  • Work with us
  • Subscribe to newsletter
  • Subscribe to RSS
Advertise here
Advertisement

Standard Chartered Gets A Modern Facelift To Look Cohesive All Over The World

By Mikelle Leow, 09 Feb 2021

Share on Facebook Twitter
Subscribe to newsletter
Like us on Facebook

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.

Advertisement
Advertisement


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


View this post on Instagram

A post shared by Lippincott (@lippincottbrand)



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]
Share on Facebook Share on Twitter
If you’re enjoying DesignTAXI, please consider supporting our work with a contribution. Thank you. Cancel anytime.

Receive interesting stories like this one in your inbox
Advertise here

More related news

Advertise here
Also check out these recent news
WTF
Link to news page

Uber Eats Ridiculed For Listing Strange AI-Generated Images Of Food

Industrial Design
Link to news page

Mondrian’s Art Style Whips Up A Visual Feast In Chic, Modular Outdoor Kitchen

Tesla
Link to news page

Tesla Makes A $1,500 Cybertruck, But It’s For Six To 12-Year-Olds (So It Says)

Barbie
Link to news page

Barbie Gets Turned Into An American Girl Doll, Reminiscing Her First Form

Balenciaga
Link to news page

Balenciaga Hands Out Fake Energy Bars As Fashion Show Invitations