Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for 86 400 by Hulsbosch

New

Noted Aug. 2, 2018 by Armin

Industry / Finance Tags /

About

(Est. 2018) “86 400 is building a genuine alternative to the big four banks in Australia. Led by incoming chair Anthony Thomson, former founder and chairman of Atom Bank and Metro Bank in the UK, and Robert Bell, former CEO of ANZ Japan, 86 400 uses data, technology and machine learning to deliver a bespoke, mobile first banking experience designed to get people to what they value, every second, of every minute, of every day. 86 400 is well capitalized and currently fully funded by payments business Cuscal. A growing team of 60+ has been assembled to get the bank off the ground.”

Design by

Hulsbosch (Sydney, Australia)

Related links

Hulsbosch project page

Relevant quote
86 400 gets its name from the number of seconds in a day - which was conceived in early stages of strategic development from a laser focus on delivering services in real-time and value around the clock.

The disruptive brand name 86 400 and the brand idea ‘Value every second’ set the tone for a digital-first identity based on the concept of time. 86 400 delivers value to their cutomers every second of every day, all eighty-six four hundred of them. The animated logo, the flashing colon, a succinct tone of voice and a set of friendly icons all resonate with its tech savvy audience.

Hulsbosch project page

Images (opinion after)
New Logo and Identity for 86 400 by Hulsbosch
Logo.
New Logo and Identity for 86 400 by Hulsbosch
Color variations.
New Logo and Identity for 86 400 by Hulsbosch
Logo with colons.
New Logo and Identity for 86 400 by Hulsbosch
Online presence.
New Logo and Identity for 86 400 by Hulsbosch
Illustrations.
New Logo and Identity for 86 400 by Hulsbosch
Posters.
Opinion

The name is… interesting. I like the idea behind it — the sum of all seconds in a day — and it sounds good, “Eighty-six Four Hundred”, but I wonder how much of an uphill battle, especially as a new entity, it will be to get it the recognizability and memorability it needs to compete against the big banks as it’s being positioned. It’s not an easy logo to “read”, even though it is doing everything it can to make it easy to by separating the 86 from the 400 with a space. A comma between them might have just made it look more like a number. The colon also does the best job it can to signal that this logo is not a dollar amount but a quantity of seconds; in static form it’s hard to decode that idea and only when it’s flashing do you sort of get it. The limited applications so far and the illustrations don’t add up to much yet and are a little ambiguous; perhaps a more overt “This is a bank!” message would help offset the non-bank-ness of the name and logo. Still, I think there is an interesting and daring approach to building a brand around this name and logo.

Your opinion…

On Name


Total

On Logo


Total

On Application


Total
See what else happened on Brand New each year since publication began in 2006

Comments


New Logo
Sample Application

Share ›

Spotted Around the web

New Logo for Bojangles’

New Logo for Bojangles'
 
Spotted Jul. 9, 2020

Pinned Recent, Big Stories


Curated THE ITALIC JOB

New Logo for Lifetime

New Logo for Lifetime
 
Posted Mar. 26, 2020