Studio Brief 01 - Development

The first task I endeavoured in beginning to develop logotypes for the HSBC rebrand was to come up with a new name, an idea supported in the interim critique. To find a new name, I produced a mind-map of potential names with justifications of why they would make successful names for the new logotypes. I wanted to realise a name that would reflect the future aims and objectives of the company, also bearing in mind Stuart Gulliver's point in that the name needs to maintain a connection to HSBC. This mind-map included:

• "New Midland Bank" - Establishes a connection to the heritage of the UK banking network before it was acquired by HSBC. "New Midland" suggests a new start after the Swiss tax-evasion scandal, and also provides a more appealing name to younger customers in that its not the old Midland Bank that they have never heard of, but a new bank.
• "First Direct"- Maintains a connection to HSBC as a result of it being a known, established telephone banking service owned by HSBC. This name also signifies the banks heritage in it being the "first" to provide particular services and incentives, and also the banks rank - being first, the foremost in position/rank/importance.
• "Premier Bank" - "Premier" meaning the first in importance, order or position; leading. This enhances the communication of the bank as the leader of the banking sector, being the biggest and best in the UK. This name also maintains a strong connection to HSBC due to the established "Premier" sector found in the banks and their services, playing on an existing established association. This name also features a sound of exclusivity, taking C.E.O Antonio Simones' desires forward in the new identity. 

Having discussed the names with peers, the general consensus was that the name"Premier" was the most appropriate in communicating the company's established rank in the banking sector and also its aims for the future. I have also decided to add a slogan to the name, to enhance the exclusivity of the new identity whilst also supplying customers and potential customers of the bank with a manifesto to identify the bank by - this being "The Bank of Choice." This slogan is also informed and authentic, as it is what Antonio Simones has said he wants for the future of the bank. 

Thumbnail Sketches

After deciding on the name "Premier" for the rebrand of HSBC, I then produced a range of thumbnail sketches illustrating my initial visual ideas, remembering the importance of communicating a sense of exclusivity and importance through the logotype(s). 

I will refer back to these thumbnail sketches as I begin to develop logotypes for the HSBC rebrand, keeping my practice informed and contextually influenced. 

Colour

Before producing any logotypes, I want to first explore potential colour uses that will enhance the newly established company name "Premier." I want to avoid a primary use of red because of concerns raised in the interim critique surrounding the connotation of red within a financial setting - being debt (being "in the red") - as used in the current HSBC identity. I would also like to use a colour not featured in the visual language of any of HSBC's banking competitors. It meeting these desired requirements, and ruling out red (as primary), green (Lloyds), and blue (Barclays and RBS) - I am left with a limited number of colours left to choose from. 

The first colour when I think of the word "Premier" is purple. This is as a result of this colours connotations of royalty, nobility, luxury, power, and ambition. Purple also represents meanings of wealth and extravagance. All of this information I believe makes the colour the perfect option for communicating the "Premier" identity, due to HSBC's status as the wealthiest UK bank and desire to become more exclusive as a financial company. 

I feel a dark, rich purple would best translate the "Premier" identity. This is a colour un-used by any of HSBC's competitors, meaning the distinction and singularity of the company will remain within the banking sector.