FutureBrand has designed a new brand positioning and visual identity for private bank Coutts. Drawing on the rich heritage of the bank, FutureBrand used the creative idea of 'Welcome to the Family' to imbue the brand with fresh relevance and warmth for a modern generation of private bankers. The agency designed all print and digital touchpoints for the bank, including the brand's website, magazine, stationery, and credit and debit cards.
"Coutts has a unique and rich history that clients value, but its visual brand identity felt outdated and unapproachable to many prospective clients," commented Julien Humbrecht, Account Director from FutureBrand. "Our challenge was to retain Coutts' extraordinary heritage while reinvigorating the brand to both appeal to new audiences who may have thought Coutts wasn't 'for them,' as well as broaden the bank's business with existing clients. To achieve this, we looked back to the founding principles of the brand."
The new visual identity features a friendly and approachable 'handwritten' typography inspired by historic letters from the bank's founders. It also includes a unique and unexpected color palette, bringing a new vibrancy to the brand that stands it apart from competitors, and a new treatment of the Coutts logo that incorporates vertical lines to symbolize a family tree.