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How clear is Standard Chartered’s brand promise to be “Here for good”?
Last week we caught wind of Standard Chartered’s latest round of re-branding, and today we noticed their first instalment in The Straits Times. First of all we love the moody visual – the black backdrop with the black and white photo of the Singapore skyline and soaring kite. A really powerful image that is unique to Singapore, and sets a tone of seriousness and, as well as being “here for good”, Standard Chartered also suggest that they are “here for business”. Fighting talk – we like it. We are, however, slightly puzzled by the position of the slogan. Although it’s in a light green (hang on, this whole aesthetic seems strangely familiar… Any guesses?!!) it intersects one of the busiest parts of the visual and it therefore becomes “lost” in the image and logo. Three words are tolerable, but any longer and you would seriously have to strain your eyes to read what it said. In fact, if you look at the whole ad in soft focus, the slogan is almost indistinguishable from everything else. We
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