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The Visual Language of Banking
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Transcript of The Visual Language of Banking
![Page 1: The Visual Language of Banking](https://reader034.fdocuments.net/reader034/viewer/2022051610/5497b792ac795959288b5587/html5/thumbnails/1.jpg)
10.05.2012
The Visual Language of Banking.
Presented at Next Bank Asia 2012.
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A quick reality check.
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We opened a studio in Singapore
and needed a bank account …
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… so naturally we went to the
world’s global bank first.
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“The account opening fee will
be $1,000 please.”
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“F*** that.”
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The world’s local bank.*
* With the exception of Singapore.
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Next door they’re here for good.
Sounds promising.
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“Could you send your application
to Singapore yourself please.
I’m very busy you know!”
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“WTF?”
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“DHL is pretty good.
If we send documents
internally they often
get lost.”
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“Well can you fax it?!?!”
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“Actually my fax is broken”
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“Supervisor!”
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Where for good?
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Banks are making visual
promises they can’t live
up to.
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Let’s take a look at the
top 100 and see what
patterns emerge.
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The 9 visual promises
of banks.
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There are two
problems with these
visual promises.
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First, nobody really believes
them any more.
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Second, they don’t reflect what
today’s banks need to be about.
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Today’s banks need to be:
1. Personal
2. Motivating
3. Human
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Today’s banks need to be:
1. Personal
2. Motivating
3. Human
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Most of today’s banks
are over-branded.
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So what if we got the
identity out of the way?
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Today’s banks:
1. Personal:
Get the identity out of the way
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Today’s banks need to be:
1. Personal
2. Motivating
3. Human
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Today’s banks:
1. Personal:
Get the identity out of the way
2. Motivating:
Give bite-sized offers
their own identity
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Today’s banks need to be:
1. Personal
2. Motivating
3. Human
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Singapore Airlines
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Comms
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Comms Web
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Comms Web Mobile
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So why haven’t banks
created any icons of
service?
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Banks of the future:
1. Personal:
Get the identity out of the way
2. Motivating:
Give bite-sized offers
their own identity
3. Human:
Give me princess Leia
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