United Overseas Bank (UOB) is a Singapore-based financial institution incorporated in 1935. Its current logo combines a red five-bar mark with the abbreviated name “UOB” in a modern, simple logo type. The bank describes the mark as derived from the traditional Chinese “five-bar gate” system of counting in fives, symbolising security and unity. The simplicity of the logo type is said to reflect the bank’s focus and clarity. [1]
Design and History
UOB adopted the “five-barred gate” logo in 1972, a year after the bank began a transformative period of growth with the acquisition of Chung Khiaw Bank. The bank’s own history page states the logo has been retained to this day, symbolising security and unity while combining Asian elements and a modern style. [2]
In 2015, as part of its 80th anniversary celebrations, UOB introduced a refreshed logo described as a contemporary version of the red five-bar logo mark, along with a new corporate seal, an interpretation of traditional Chinese seals. The brand campaign also introduced the strapline “Right by you.” Research and strategy development for the campaign were led by FutureBrand London, with creative execution by advertising agency Bartle Bogle Hegarty. [3] [4]
On 14 September 2022, UOB announced another brand refresh in line with its purpose, “Building the future of ASEAN.” The bank unveiled a refreshed logo and seal mark, new apparel, and an integrated regional brand campaign called “Doing Right By You.” [5]
Meaning and Symbolism
The five-bar logo mark is derived from the traditional Chinese “five-bar gate” system of counting in fives, a method that uses four vertical bars and one horizontal bar to represent the number five. The bank states the mark symbolises security and unity. [1] [6]
The UOB Seal Mark is a contemporary interpretation of a traditional seal design featuring modern-day Chinese characters. The four Chinese characters (大华银行) in the seal represent the bank’s name in simplified Chinese. [7]
Typography and Design
In the 2022 refresh, the primary colour palette featured in the logo was refreshed with shades defined as “Sure Blue” and “ASEAN Red.” The brighter primary blue and red palette was described by the bank as talking to UOB’s Asian heritage and Southeast Asian roots, signifying confidence and optimism. [8] [7]
The bank describes the “UOB” wordmark as a modern and simple logo type, with its simplicity reflecting the bank’s focus and clarity. [1]
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