A confident approach
HSBC (with origins stretching back to 1865) acknowledges its heritage in its icon, an evolution of the original Hong Kong and Shanghai Banking Corporation’s house flag. While the shape has remained recognisable through the decades, the brand has moved with the times, most recently by updating the typography of the logo from a classic serif to a more modern sans serif font.
Outside the logo, the brand takes a sober and sophisticated approach to typography, contrasted with a generally bright and optimistic look and feel, full of white space and smiling people. The impression is of a brand that’s experienced but still forward-looking.