(Est. 2016) “Bank of Hope is the first and only super-regional Korean-American bank in the United States with more than $13 billion in total assets as of July 30, 2016. Formed through the merger of BBCN Bank and Wilshire Bank, the top two commercial lenders in the market, Bank of Hope is headquartered in Los Angeles and serves a multi-ethnic population of customers across the nation. Bank of Hope operates 85 full-service branches in California, Washington, Texas, Illinois, New York, New Jersey, Virginia, Georgia and Alabama. The Bank also operates SBA loan production offices in Seattle, Denver, Dallas, Atlanta, Northern California, Annandale, Virginia, Portland, Oregon and Fremont, California; residential mortgage loan production offices in California; and a representative office in Seoul, Korea.”
Bank of Hope’s new tagline—Bankers. Experts. Neighbors.—uses pride as a source of inspiration to emphasize the bank’s optimistic, highly skilled, and community-friendly positioning. The upward progression of the organization is visually articulated through a subtle flag emblem emblazoned within the logo, which can also be seen as a series of ascending steps. A stylized “H” appears in the mark, alluding to the bank’s ultimate driver: hope.
Images (opinion after)
Both of the old logos were pretty good and had a strong business-y presence so a change to something weaker would not have been a good outcome. The good news is that the new logo is a solid one… as long as you can get past the name — which wasn't conceived by Landor but by the two banks — which is trying way too hard to be meaningful in its customers lives. You are bank, we don't need hope, we just need you to not lose our money or require a bailout. The icon doubles as a flag and an abstract "H" and it's almost very well done. There is something about the curve that isn't quite right but the effect comes across at small sizes. I wish they had resisted the urge to add a gradient to it as it's a strong enough icon that it doesn't need it. There are a few TV spots here that have a nice logo animation at the end. The wordmark: Circular. Etc. The tagline follows the "This. That. The Other." structure that always comes across as lazy — it's like "Sentences. Are. Hard.". The applications come with a fairly generic pattern that we've seen a bunch of times before in one way or another. Overall, nothing too exciting or innovative and the logo could use some tweaking but there is, I guess, hope for it.