How do you enable an established financial brand to reflect its true strength as a global powerhouse while effectively communicating across sixty countries? This was the challenge Standard Chartered brought to Lippincott.
 
The bank has been on the cutting-edge of financial expertise across the world’s most dynamic and diverse markets for over 160 years, with headquarters in London and a unique footprint across Asia, Africa, and the Middle East. With a legacy of evolving its capabilities to meet and exceed client needs across this range of diverse markets, Standard Chartered 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, 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.

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.

“Standard Chartered Gets A Modern Facelift To Look Cohesive All Over The World.” - DesignTAXI

“We turned to Lippincott’s teams in London, Hong Kong, and Singapore for the combination of strategic rigor and creative excellence to solve a complex problem; as a dynamic bank growing through digital transformation, how can we reinforce our prime-relationship with clients around the world?” Emma Sheller, Global Head, Brand Strategy & Consumer, Private and Business Banking Marketing.