HSBC Bank Card Redesign: Branding Archive

A consistent identity for bank cards

This archive looks back at the HSBC bank card redesign discussed in April 2017. The project aimed to bring consistency to the bank’s ATM, credit and debit cards across international markets. A recognisable visual identity matters to global brands and startup businesses alike: colours, symbols and layout should work together across the materials customers see.

The design drew on the lion statues outside HSBC’s Hong Kong headquarters. Created by design consultancy Shift, the lion formed the centrepiece of the card identity. Shift describes a system rolled out in more than 30 countries. Each colour represented the kind of card that is issued to the customer. A red lion on a matt silver background, for example, was used for debit cards.

Fictional payment card mockups with abstract patterns and a simple chip layout.
Concept illustration: fictional payment card mockups with abstract patterns and a simple chip layout.

The project sought to simplify a large range of card designs. The original 2017 report also described digital equivalents for Android Pay, Samsung Pay and Apple Pay, alongside a phased issue of physical cards as new accounts were opened and existing cards expired.

Rollout details and the lion heritage

The original report recorded the following 2017 rollout plans:

  • The first recipients of the new look cards were to be holders of Premier Mastercard and VISA Platinum credit cards;
  • From June 2017, existing customers with VISA Debit cards were due to receive the new design;
  • In July 2017, holders of VISA Gold and Classic credit cards were scheduled to follow;
  • Stephen Stitt, the customer name on the card design, combines the names of HSBC’s two lion symbols;
  • The original Shanghai lions were cast from Henry Poole’s models for the building opened in 1923. Their names honour Alexander Stephen and Gordon Stitt. HSBC’s lion history distinguishes them from the Hong Kong pair introduced in 1935.

For the broader design principle, see our guide to graphic standards and consistent brand identity.

Dreamkatcha, 28 April 2017.

HSBC and Canary Wharf image by Aaabbbccc (via Shutterstock).

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