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, drawing in new audiences and inspiring the bank’s existing base across the globe.
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. It is a symbol of unity, crafted with simplicity in mind to perform across a wide variety of platforms and formats. 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 a vast, 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 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 flex where needed to stay agile and relevant locally.