OCBC Bank, formally Oversea-Chinese Banking Corporation Limited, is a Singapore-based financial institution founded in 1932. Its visual identity is built around a red circular mark containing a stylised Chinese sailing ship, an element that has appeared in every iteration of the logo since the bank’s founding.[1]
Design and History
The current OCBC logo is the sixth generation of the mark, unveiled on 3 July 2023.[2] The refresh was part of a group-wide effort to unify the brand across core markets under a “One Group” strategy focused on ASEAN and Greater China growth.[1] The previous logo had been in use since 1998, a quarter of a century earlier.[3]
According to OCBC’s annual report, the 2023 changes were subtle but impactful: the clean lines and geometric circles of the iconic mark were accentuated, a bespoke font type was created, and the word “Bank” was removed from the logotype.[2] The bank explained that the word was dropped because OCBC is not just a bank, but enables aspirations beyond banking.[2]
OCBC’s official brand page describes the current mark as a stylised representation of a traditional Chinese junk ship at sail, enclosed within a bold “O”.[4] The three lines of the sail convey a sense of purposeful movement.[4] The Chinese sailing ship has remained at the heart of the logo throughout its history, representing the entrepreneurial and resilient spirit of the bank’s founding fathers.[5]
The 1989 refresh, the fourth iteration, was designed by Singapore studio Hengdesign Associates.[6] That redesign abbreviated the bank’s name to “OCBC Bank” and introduced a modern, abstract form of the junk ship motif, replacing earlier illustrated versions.[7] The circular shape signified the bank’s stability and strength, with lines on one side depicting the sails of a junk and waves giving a sense of movement.[7] In 1998, the logo was refreshed by the agency Design in Action, which retained much of the 1989 design with updates to the typeface.[7]
The 2023 refresh was led by creative agency GOVT, OCBC’s partner of close to seven years, with the refreshed logo itself credited to creative agency Goodfellas.[8] The gaps between the strokes of the junk ship were enlarged for clearer viewing on small displays such as phones, and details including the ocean waves were removed for a cleaner look.[8]
Meaning and Symbolism
The junk ship symbolises the bank’s brave and enterprising forefathers who sailed through difficult waters from China to Southeast Asia to build homes and businesses.[4] OCBC states that this iconic symbol has been featured in every iteration of its logo since the bank was founded in 1932.[1]
The brand has always been defined by the colour red. OCBC describes red as representing strength, energy and passion, qualities that reflect the heritage and vision of the OCBC business and people as enterprising, resourceful and effective.[5] The 1989 design was rendered red because of its association with prosperity and success, and because it was the national colour of Singapore.[7]
Typography and Design
OCBC uses Geomanist, a contemporary and highly legible font, to unify the appearance of all its communications.[5] The 2023 annual report notes that a bespoke font type was created for the refreshed identity.[2] The custom OCBC logotype is described as elegant and simple, with just the right amount of boldness, embodying the brand as modern, progressive and timeless.[4]
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