Advertising

HSBC is an old company with a very young brand identity. It is only since 1998 that HSBC has operated under a single brand name combined with the graphic hexagon logo. Even more recently, in 2002, a positioning statement for the brand was developed and added to the name and graphic logo. “The world’s local bank” has come to sum up HSBC’s role in financial services, globally.

Over the past decade HSBC has built one of the strongest and most relevant brands in the world today, ranked number one by Brand Finance Top 500, The Banker, for the third year in a row (2007, 2008, 2009) and the highest rated bank in the Interbrand annual survey of the Best Global Brands (2009).

In 2010, HSBC has taken significant steps to protect and further strengthen the brand through an evolution of our global brand communication strategy.

‘HSBC helps you unlock the world’s potential’ is a fresh take on what is relevant, differentiating and true about our brand. In 145 years, HSBC has developed a global network of 8,000 offices across 87countries and territories, enabling us to appreciate first-hand the richness of the world’s diversity. We believe that when you look at the world as a whole, you’ll find where potential lives. Maybe one day we’ll help you realise your potential too. 

On this page you will find some of our most recent examples of our new brand communication strategy. We have included our three new TV adverts, and creative that you will find in 49 airports around the world.