渣打银行
Evolving a historic brand for success in a digital age
An opportunity to evolve
Standard Chartered 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. They have a rich legacy of evolving their capabilities to meet and exceed client needs across diverse markets, but recognized that their existing brand no longer reflected their aspirations or ongoing digital transformation. 加之其亟需与年轻一代财富创造者建立联系，渣打银行的品牌进化应运而生。
Lippincott携手渣打银行，开启了全方位品牌进化，打造一个能够全面传递其全球网络广度和实力的“数码先行”品牌，在全球范围内吸引新受众的同时，也为现有客户带来新的启发。
Modernizing and adapting an historic symbol
We maintained the “Trustmark,” Standard Chartered’s symbol for over 50 years, but redrew it to be simpler and bolder. Along with a redesigned wordmark, the optimization works across many dimensions, modernizing the brand while retaining the bank’s visual equity.
The new adaptive visual system was built to flex across a vast, ever-changing world of content, formats, and platforms. 尽管渣打银行在世界各地市场有着各种地区性的或非正式的译名，但此标识能够让其在全球任何地方始终保持品牌的辨识度和一贯性。
More than money
The evolved brand also champions the bank’s commitment to sustainability by elevating the “here for good” promise, giving it a contemporary visual treatment that complements the logotype.
Along with the refreshed colors, a bespoke typeface, digital design system, new brand voice, and a people-first, culturally relevant photography style, the new design principles allow the bank to flex where needed according to region, client, or partner.
Lippincott位于伦敦、香港和新加坡的一体化团队兼具战略严谨性和非凡创造力，因此我们向他们寻求一个复杂问题的解决方案：作为一家在数字化转型中寻找突破且充满活力的银行，渣打银行应该怎样巩固与全球客户的重要关系？”
Architected for growth
在视觉形象更新以及与各相关方的严谨沟通之后，我们为渣打银行设计了一个适合其未来发展的品牌架构，为其不断推出的新价值主张赋能，助力渣打银行成为人们心中的首选品牌。
The new Standard Chartered brand was revealed to the world in 2021年2月 to an enthusiastic response, with reinvigorated employees rallying around the new brand.
