Our brand story

For more than 150 years HSBC has connected customers to opportunities. We enable businesses to thrive and economies to prosper, helping people to realise their ambitions.

Our brand foundations

Foundations are the core building blocks of HSBC’s brand. They help ensure HSBC is delivered with clarity, creativity, consistency, and commitment -both across our four business lines and more than 70 markets globally. From apps to airports, our foundations help HSBC deliver a confident identity across all touch-points.

The logo

Our logo puts our iconic hexagon in the spotlight, while a modern sans serif font has been used to make it fit for the screen age. From apps to online to OOH the distinctive hexagon shape is a clear symbol for the HSBC brand, wherever you encounter it.

A window to a thriving world

‘Together we thrive’ is brought to life in our core creative: the thriving hexagon. Each one is a window to a thriving world. They can communicate HSBC initiatives such as sustainable energy, trade and infrastructure projects or sporting partnerships. Or showcase our passion for the communities we serve and are a part of - from the bustling street food scene of Hong Kong to the community cycling programmes across Britain. Each one tells a story, showing our unique perspective on the world around us.

Colour palette

Colour plays a distinctive role in HSBC's visual identity. Our limited palette features four colours: red, grey, white and black. It was inspired by our values of strength and robustness, these four colours, build strong brand recognition in everything we create.


Univers Next for HSBC is a custom font that's used across all media and channels, including in our new logo. Designed to work for the screen age, this elegant sans serif font in five weights reflects the brand’s values of confidence, simplicity and dependability.


Our new suite of icons has been designed to work with a new typeface. The clean lines and angles mirror those of our hexagon with universal shapes that echo our brand values, internationalism, and openness.

Tone of voice

HSBC is at home in a changing world, so we want our customers to feel at home with our brand. Our tone of voice is conversational and warm with an intelligent wit. We always talk with people, not at them. Just like our brand, our voice is optimistic, empathetic and uncomplicated.
Tone of voice transcript We say ‘we’ and ‘you’, not ‘HSBC’ and ‘customers’ We are conversational. Not corporate We talk with people. Not down to them. We make the complicated, seem simple. We have an intelligent wit. A knowing smile instead of a belly laugh. We are confident. Not cocky. End
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Everyone should be able to access HSBC’s products and services in a way that suits their needs. We’re committed to making total accessibility a reality. Our dedicated team has a mandate to monitor accessibility levels for everything we do, and to coordinate best-in-class training, testing and consulting.


A visual identity only tells part of a brand’s story. In 2019, we partnered with world-renowned recording artist Jean-Michel Jarre to create the sonic identity for HSBC. Our bespoke piece of music creates instant brand recognition in an age of audio and voice. The seven different edits created from one distinctive theme are used in marketing campaigns worldwide, as well as branches, call centres and at sponsored events.
Watch here
jean michelle jarre in studio


Here’s how our brand identity is coming to life in some of our latest work.

Design language

HSBC’s design language aligns our brand foundations with best-in-class creative practices. It helps us create solutions that are distinctly HSBC.