The team at venerable creative consultancy Lippincott has unveiled a brand refresh for $15 billion global banking brand Standard Chartered – its first rebrand in 20 years – that is both digital-first for the modern consumer and unified across 60+ diverse international markets. As a longstanding, legacy brand, Standard Chartered needed to fully reflect its shifting breadth of offerings and ongoing digital transformation to stand out from digital banking competitors and among younger global consumers.
The Trustmark, Standard Chartered’s symbol for over 50 years, was redrawn to be simpler and bolder. The optimization works across many dimensions while retaining the bank’s visual equity along with a redesigned wordmark that emphasizes simplicity and recognition.
The new adaptive visual system was built to flex across a vast, ever-changing world of content, format and platforms. And since Standard Chartered’s presence across diverse geographies and markets has led to regional, informal monikers for the brand, the symbol is intended to drive recognition and consistency wherever it’s seen in the world. Along with the refreshed colors, a bespoke typeface, digital design system, brand voice and a people-first culturally relevant photography style, the new design principles allow the bank to stay agile and relevant locally.
Following the refresh of the visual identity and a rigorous engagement across stakeholders, Lippincott also developed a future-facing brand architecture to enable the ongoing evolution of the bank’s propositions and assist in further propelling Standard Chartered to become a Go-to Brand.