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New Logo for HSBC



Noted Apr. 19, 2018 by Armin

Industry / Finance Tags /


(Est. 1865) “HSBC is one of the world’s largest banking and financial services organisations. We serve around 38 million customers through four global businesses. Our network covers 67 countries and territories in Europe, Asia, the Middle East and North Africa, North America and Latin America. With around 3,900 offices worldwide, we aim to be where the growth is, connecting customers to opportunities, enabling businesses to thrive and economies to prosper, and ultimately helping people to fulfil their hopes and realise their ambitions. HSBC is listed on the London, Hong Kong, New York, Paris and Bermuda stock exchanges.”

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HSBC brand page

Relevant quote
Our latest global marketing campaign explores how HSBC helps people prosper in the 21st century. HSBC’s iconic red and white hexagon plays a central role. It becomes a lens through which to look at the world, showing how the influence of the bank can help individuals, businesses and communities to grow and flourish.

The campaign is underpinned by the phrase “Together we thrive”, reflecting our long-term commitment to helping customers succeed.

HSBC brand page

Images (opinion after)
New Logo for HSBC
New Logo for HSBC
Various ads.

I’ve been getting tips about this redesign since January and I was waiting to see if something else surfaced about it. It hasn’t. So here it is: HSBC has changed its logo — keeping the recognizable hexagon icon — from a serif on the left to a sans serif on the right while modifying the size relationship between the elements. Better? Worse? Does it make a difference? I didn’t care much for the old serif wordmark but I didn’t dislike it either so I’m not outraged or delighted for it to change. It’s weird though that they made a 180-degree change and settled on a fairly insipid sans serif — I mean, I understand it’s one of the largest financial institutions in the world so it’s not going to be a party but even then this is as dry as it gets. It’s hard to tell from all the versions that exist online but I also think the red is purposefully darker than before. The only mention of the brand changing is about the campaign but there is not much else out there — I do like the different ways they are using the icon in the ads. Overall, yeah, it changed from one acceptable solution to another.

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