Coutts rolls out new identity

Private bank Coutts is rolling out a new identity as it rebrands internationally from RBS Coutts to just be known as Coutts.


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.

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  • Stephen Bell November 30, -0001 at 12:00 am

    Actually the final logo, identity and roll out was by Coley Porter Bell not Pentagram as stated above.

  • Gary Cooke November 30, -0001 at 12:00 am

    I’ve been a Coutts client for over 20 years. This is the third time the logo has been tweaked. Each time it gets worse!

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