As one of the Bank’s most powerful brand assets, the diamond has stood the test of time admirably. However, research indicated that it was starting to feel dated and representative of a more authoritarian, institutional past.
Our goal was to breathe new life into the diamond by making it lighter, brighter and more dynamic, without diminishing its gravitas. The solution was to treat it as a built object to imbue a sense of strength and stability. The new diamond is one piece, rather than two separate flats. Depth has been brought into the wedge and the left side treated as the light source, lit from within, so it casts a natural shadow.
In application, the mark is freer, behaving less like a traditional sign-off and more like a beacon that guides the way forward. It has become a symbol of positivity for the future, one that represents a new type of leadership.