(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.”
Hulsbosch (Sydney, Australia)
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.
Images (opinion after)
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.