Studio Brief 01 requires the production of a series of logotypes, using only type, for a rebrand of my chosen company.
The company I have chosen to rebrand is Europe's biggest banking and financial services organisation HSBC. My decision to rebrand this major bank comes from the recent abundance of negative press experienced by the company as a result of the Swiss-sector of the company's tax evasion scandal. British HSBC is going under major changes internally, changes that are so significant that the bank has infact just been rebranded, with the new identity set to launch in 2018. This rebrand however features the most modest of changes, taking it's British banking network from "HSBC" to "HSBC UK," with no visual changes - merely the name change. It comes as the bank have been forced to meet new banking regulations for financial companies in that their *ring-fenced sectors must be distinguished from all other non-ring-fenced business operations.
I believe simply adding "UK" to the end of HSBC does not create a substantial enough impact to reflect the changes they are undergoing - an so will set out myself to provide HSBC's British banking network with a new identity.
It is also my opinion that the current identity is visually dated, having stayed the same since its creation in 1983. I do not feel the existing logo represents the banks present level or style of service, with the company leading the way into the future of banking.
*The act of ring-fencing is to guarantee that funds (allocated for a particular purpose) will not be spent on anything else.
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