The Fin Factor - Brand work we've seen illustration

Our views on branding work we’ve seen


Brands are constantly evolving; today these changes are being heavily driven by the influence of digital spaces and channels.

They are being inspired into change by the desire to appear modern and in order to adapt to ever-evolving digital spaces.

In this post, we take a look at how some recent big brands have refreshed their logos, incorporating subtle modifications to optimize performance across all digital platforms.


HSBC – New Logo


HSBC  had a full brand refresh driven by a desire to emphasise their role in helping people, businesses and communities to thrive.

The changes feature a new typeface and an elevated hexagon; the icon now becomes the brand.

The typeface has changed to a digitally-friendly sans-serif font, the simplified type and curves also provide easier rendering on digital platforms. It is more of a subtle evolution than a complete transformation.

The biggest change we see here is to push the icon as a central identity with the hexagon being used to project a thriving world.

The rebrand signals a break from the past and presents a move into the future.


HSBC branding logo redesign before and after
HSBC logo redesign 2018 before and after – 

American Express – New Logo and Identity


This year American Express  American Express also refreshed their brand by introducing an alternative logo.

These latest changes were initiated “to be more digitally legible and translate well to digital contexts”, says Pentagram.

The primary logo remains the same, but the typography has been abbreviated to use the name ‘AMEX’.

Another change includes the removal of the gradient blue box to provide a bolder colour that is legible on all digital platforms.

The current logo now supports the visibility of the brand on mobile, social media, and digital payment pages.

This redesign concept demonstrates the changes required from brands today as customers transition towards mobile and digital use.





American Express new logo and brand identity before and after
American Express new logo and brand identity 2018 before and after –


American Express Brand Identity optimised for various digital spaces
American Express blue box logo optimised for various digital spaces –


Santander – New Logo


Just like the brands above, 2017’s ‘Global Bank of the Year 2017‘ has been driven to evolve its brand to better suit digital spaces.

Santander’s visual identity hadn’t changed since 2004, but an ever-shifting marketplace has forced change upon them.

While we’re just looking at the logo, this has been a full brand refresh, intended to ensure it is “A brand at home in your favourite digital media feed“.

The logo has been reversed out now sitting red-on-white, and the font has changed to a more digital-friendly sans serif.

However, it’s worth noting that the most significant change is perhaps that, for the first time in the history of the group, there will be a single brand identity across all markets.

Another sign of the online worlds, always on and always connected influence.







Santander logo and brand redesign 2018 before and after
Santander logo redesign 2018 before and after –



Santander Brand Identity Evolution Gif
Santander Brand Identity Evolution 1857 – 2018  –



Diet Coke – New Logo and Packaging


While we are an investment-industry focused agency, the savvy marketer always looks beyond his or her own backyard.

So, we looked for another big brand that felt the need for a refresh this year.

Already a brand with a strong digital presence, the Diet Coke refresh appears driven by a need to stay relevant to younger audiences.


Rafael Acevedo, Coca-Cola North America’s group director described the project as a “relaunch journey…for a new generation”


The core brand has long been tested in digital space, so the subtle changes we’ve seen in the brands above was not necessary. Coke needed to think a little beyond simplifying curves and typography.

The biggest changes on display are a strikingly different can size for the range and the loss of the iconic red disc.

This as well as a new colour palette incorporating some bold colour to introduce the new range of flavours they’re offering.

It has been suggested that the distinctive slim lined packaging and injection of colour has been created to target Instagram and its, millennial audience.

The sorts of changes we see here illustrate market complexities that investment industry and financial services brands only just appear to be recognising.

While we can see evidence of brands currently positioning themselves well ahead of the pack, like Nutmeg and Monzo Bank, there are many more that will struggle to address the challenges that the younger follower will force upon them.

Predicting the future is pointless, and while we are no more able to foretell the future from discarded Diet Coke cans, than we are bones and runes, we can get a sense of challenges on the horizon.






Diet Coke logo redesign 2018 before and after
Diet Coke logo redesign 2018 before and after –


Diet coke introduction animations to new flavours
Diet coke introduction animations to new flavours –


Is your logo digitally-friendly?


It is important to acknowledge the driving forces behind brand and logo changes result in today’s marketing environment.

These evolution processes haven’t dramatically transformed these brands.

The changes have been inspired by the desire to address customer relationships in an evolving digital landscape.

Even something as small as subtle logotype modifications can be used to support a logo’s usage in a digital space.

If you are rethinking your brand logo or haven’t established a corporate logo yet get in touch with us here.



Related topics: Fin Report on Logos