Standard Chartered: Evolving a Financial Leader into a Go-to Brand for the World's Most Dynamic Markets | 2021
Designers: Lee Coomber, Dan Vasconcelos, Mark Scragg Jan Van Wezemael, Vimmi Sveinsson, Louise Cantrill, Alicia Chiu, YK Lam, Sean Yoon, Carmen Lee, and Kim Lai, Lippincott Design Team, Lippincott, New York, New York, USAClient: Standard Chartered, London, United Kingdom
Standard Chartered has been on the cutting-edge of financial expertise across the world’s most dynamic markets for over 160 years. It recognized that its existing brand no longer reflected its aspirations or ongoing digital transformation. This, coupled with the need to connect with a younger generation of wealth creators, sparked an opportunity to evolve.
Lippincott partnered with Standard Chartered on a full-scale evolution to develop a digital-first brand that communicated the full breadth and power of its network. The Trustmark, Standard Chartered’s symbol for over 50 years, was redrawn to be simpler and bolder. It builds on existing visual equities, while pivoting towards a digital-first future. The accompanying logotype is set in lowercase to convey approachability, using a customized typeface that expresses generosity through its wide aperture, and echoes the angularity and bespoke elements from the Trustmark.
The new visual system was built to flex across an ever-changing world of content, formats and platforms. And since Standard Chartered’s presence across diverse geographies and markets has led to regional, informal monikers for the brand, the symbol acts as a beacon to drive recognition 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 flex where needed to stay agile and relevant locally.
The new Standard Chartered brand was revealed to the world in February 2021 with an overwhelming response, with employees rallying around the new brand and reinvigorated by the evolution.