Standard Chartered is a London-headquartered international banking group with a footprint concentrated in Asia, Africa and the Middle East. Its visual identity is built around a symbol the bank calls the “Trustmark,” a mark derived from the interlocking initials “SC” that has been in use since 1969. In February 2021, the bank introduced its first major logo update since 2002, a refresh developed with the global brand consultancy Lippincott.
Design and History
The Trustmark was first introduced in 1969, and the bank describes it as “a symbol of unity and shared values across our footprint in Asia, Africa and the Middle East.” Over the following five decades, the identity “took up new treatments, dimension and colour to stay relevant,” according to Naser Ezaz Bijoy, chief executive officer of Standard Chartered Bangladesh.[1]
In February 2021, Standard Chartered unveiled a refreshed brand, its first new look since 2002.[2] Lippincott, which partnered with the bank on the full-scale evolution, said it “maintained the Trustmark, Standard Chartered’s symbol for over 50 years, but redrew it to be simpler and bolder.” The consultancy also redesigned the wordmark as part of a digital-first brand system.[3]
The 2021 refresh flattened the Trustmark’s three-dimensional shading, simplified it to two colors, and reshaped the knot-like structure into a droplet form.[2] The bank said the logo “has evolved to become fresher, brighter and fit for the digital age.”[1] The refresh was recognized at the Transform Awards Asia 2021, where Standard Chartered and Lippincott took home the Grand Prix for the new identity.[4]
Meaning and Symbolism
The Trustmark is formed from the bank’s initials “SC,” with the two letters intertwined in a knot-like configuration.[2] The bank’s own description emphasizes the mark as a symbol of unity and shared values across its geographic footprint.[1]
The 2021 redesign introduced a droplet motif that extends beyond the Trustmark into the wordmark, appearing above the letter “t” in the logotype. The droplet shape was also carried into the bank’s website design as a recurring visual element.[2] The evolved brand also elevates the bank’s “here for good” promise with a contemporary visual treatment that supports its commitment to sustainability.[3]
Typography and Design
Lippincott developed a bespoke typeface for the 2021 refresh, created in collaboration with Indian Type Foundry. The font, named “SC Prosper Sans,” includes Latin and Arabic scripts and was designed with nine weights.[5] The new wordmark features slanted cuts in the letterforms, with the two lines of text ending in “d” characters that slope in opposite directions, creating a subtle asymmetry.[2]
The refreshed color palette increased the saturation of the blue and green, making the brand colors brighter and more vivid than the previous treatment.[2] The new identity also includes a digital design system, a new brand voice, and a people-first photography style, all designed to flex across the bank’s diverse markets.[3]
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