NARRATOR: When we are opening up to new ideas, new people and new perspectives,
it's important that we understand how they come together and come to life.
Introducing the HSBC Brand Identity,
a collaborative effort with our global creative community,
designed to streamline, simplify and strengthen
our core brand identity.
With a digital-first creative direction that is accessible by design.
Created to give us the freedom to deliver digital experiences at speed and scale,
making our brand identity and services more diverse,
inclusive and welcoming for our customers.
So how do we do this?
We bring our hexagon to life in three ways,
with our iconic, open and cropped hexagons.
The colour red has always been HSBC,
and HSBC will always be the colour red.
But we've introduced a broader range of reds
to give us more flexibility and hear all different areas of our business.
We have widened our photographic lens,
our imagery is cinematic and expansive.
It celebrates the full diversity of the people,
businesses and the communities we serve,
and integrates seamlessly with our hexagon and colours.
Illustrations support our brand and tell stories that photography can't,
in a style that marries the playful with the premium,
built from old block colours that are easy to adapt across different markets.
You will recognise our type, because it's everywhere.
From our buildings to our social media, typography is part of our DNA.
Based on Universe, our original brand font.
We have focused how we use it in creative headlines,
to land stories in clearer, more distinctive and effective ways.
Here are some simple principles to help guide you.
Make it proudly HSBC.
Our logo is instantly recognisable.
Embrace our hexagons' angles by using them throughout customer experiences.
Lead with red.
Express our internationalism,
and help customers see the world the way we see it.
Be open, inclusive, and above all, human.
So how can you help in opening up a world of opportunity?
We are the sum of our parts.
Your choices influence the way the world sees us and our services.
And remember, every design decision you make counts.
Bring our brand as close as possible toward our customer's need.
It's our job to continue, opening up a world of opportunity.
That starts here, today, with all of us.