Coutts says the new identity was initially worked on by John Rushworth at Pentagram before being recrafted by Coley Porter Bell, which also worked on the strategic repositioning of the brand.
Coley Porter Bell says it worked ’to create an elegant and ownable visual equity to be rolled out across the global business’.
The new logo has been used in the UK for the past month, and will roll out internationally from today to coincide with the bank dropping the Royal Bank of Scotland from its name, aiming to bring consistency to the international brand.
The new logo sees the Coutts name aligned next to the three crowns from the previous identity, which have been slightly simplified from their original form.
The previous logo featured an intertwined ‘C’ and ‘J’ crest device contained within a circle above the name. The letters device has now been removed, along with the circle containing the icons.
The new logo joins all the lower case letters in the name, where previously the ‘O’ was detached.
Coutts says that the new branding will bring ‘consistency and simplicity’ across the brand internationally. In dropping the RBS name, the bank feels the Coutts brand will be strengthened.