HSBC has redesigned all of its credit, debit and ATM cards with a new visual identity, in a bid to “unify” its card portfolio across the world.
The new design will roll out in over 30 countries, and has been created by Hong Kong-based brand design consultancy Shift.
It features the lion synonymous with HSBC, which has been “interpreted authentically” in pixelated form, says Shift. The lion is a symbol that resonates with HSBC, and sits at the entrance of the global bank’s headquarters in Hong Kong and within its offices worldwide.
The cards also use a palette of colours including several shades of silver, gold, purple and red, which indicate different card types such as debit, credit or ATM (cards which allow customers to take money out of cash machines but not make direct store purchases).
The visual system aims to “cut through the complexity” of HSBC’s card portfolio, and “simplify” it through a single design.
Shift has also designed digital versions of the card-fronts, to be used across mobile platforms such as Apple Pay, Android Pay and Samsung Pay, which aim to create a consistent brand “from wallets to smartphones and wearables” and “maximise impact”, says Zoran Svetlicic, partner at Shift.
HSBC claims this is the “first time” a global bank has unified its cards through a single design, with global head of retail banking marketing Audrey Wong adding that cards are “the most visible asset of [HSBC’s] brand”.
“Our purpose…was to unify, streamline and contemporise our card portfolio worldwide, while setting it apart from others by using an iconic symbol of the bank,” he says.
The redesigned cards will roll out from this year onwards to new HSBC customers, and those who need cards replaced.