HSBC is one of the largest banking and financial services organisations is the world, being the only one of five major banks in the UK to hold more deposits than loans. They are the UK's largest bank, the fourth largest in the world (in terms of total assets).
HSBC is the bank that my own personal accounts are with, so I am greatly familiar with the UK branches. Having visited the one in Leeds to specifically to inform this rebrand, I found that the interior of this branch is very much the same as all other high-street locations. I was unable to take any photographs due to security reasons, however I made a list of my findings within the branch:
- Multiple self-serif machines and kiosks for "Express banking."
- Floor staff to greet entering customers and assist/direct them to desired service.
- Stylish, modern furnishings - chairs, tables etc...
- Separate floor for Premier customers.
- Red, white and black interior. (Purple and red for Premier).
- Prompts to use online platforms and services.
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| HSBC World Headquarters, Canary Wharf, London |
The Hongkong and Shanghai Bank was established in Hong Kong in 1865, incorporated as The Hongkong and Shanghai Banking Corporation in 1866, a time when Hong Kong had been a colony within the British Empire. It is the founding member of the HSBC Group of Banks and Companies, and since 1990 has been the namesake and one of the leading subsidiaries of the currently London-based HSBC Holdings PLC.
HSBC's business services include:
- Traditional High Street roles of personal finance and commercial banking.
- Corporate and investment banking.
- Private banking.
- Global banking.
Although I will only be re-branding the Britsh network of the company, I believe it is important to understand the business as a whole and how it works, despite how confusing I have found my initial findings. Something to establish before proceeding any further is the hierarchy of the company, which is demonstrated below:
The HSBC Group
↓
HSBC Holdings Plc.
↓
HSBC Bank (Europe).
↓
HSBC UK → First Direct → M&S Bank.
To confirm the above, The HSBC Group owns HSBC Holdings Plc.
HSBC Holdings Plc owns HSBC Bank Europe.
HSBC Bank Europe own HSBC UK, First Direct and M&S Bank.
HSBC UK
HSBC may be the UK's largest bank, however the HSBC bank the UK know was previously known as Midland Bank. It was not until 1992 that HSBC acquired Midland Bank, which itself was not rebranded under the HSBC visual identity until 1999.
Through exploration of the HSBC UK timeline, I was able to identify that the heritage of the British network, even before its acquisition by HSBC, were the front runners of the banking industry - being the first to provide many major services and incentives, such as unsecured personal loans (1958) and cheque guarantee cards (1966). (please see journal for extensive history timeline).
When carrying out the to-be-instated rebrand, HSBC had considered reverting the name of it's British banking network to Midland Bank, however decided that the younger banking consumers would not relate or recognise the heritage of the company.
On the subject of the company's change in name, HSBC's group chief executive Stuart Gulliver recently commented on the decision to go with HSBC UK, a comment that I will use largely to inform and influence the development and progression of my rebrand.
"It soon became obvious that everyone preferred a name that maintains a strong connection to HSBC, and a clear commitment to the UK." - Stuart Gulliver
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