A full-scale evolution to develop a digital-first brand that communicated the full breadth and power of its network, drawing in new audiences and inspiring the bank’s existing base across the globe.

The new adaptive visual system was built to flex across a vast, ever-changing world of content, formats, and platforms. And since Standard Chartered’s presence across diverse geographies and markets has led to regional, informal monikers for the brand, the symbol acts as a beacon to drive recognition and consistency wherever it’s seen in the world.

The new Standard Chartered brand was revealed to the world in February 2021 to an enthusiastic response, with reinvigorated employees rallying around the new brand.