Coutts

FutureBrand is working with this iconic brand to ensure its aura continues to shine bright, restating its relevance with a refreshed brand positioning and visual expression. Coutts last reviewed its brand in 2010 and since then much has changed in the world - especially in the world of private banking. This presented an enormous opportunity for Coutts to refresh its brand positioning and visual identity to reflect its extraordinary heritage, charisma and the role it wishes to play being an indispensable partner to its clients and their families. Thomas Coutts, who was instrumental in the bank's 18th Century growth, believed that to become indispensable to his clients, he needed to absolutely understand them. This truth guides Coutts to this very day. By cultivating a deep understanding of its customers, Coutts is able to surprise and delight its clients, meeting and exceeding their needs.

The new design celebrates how this extended family has changed and continues to, by bringing their stories to the surface and capturing them through enduring symbols of shared meaning and connections from past to present to future. At the heart of the visual identity refresh is the story about family - the Coutts family itself, and its extended family of colleagues and clients. Just three months after launch, the refreshed visual identity was already beginning to shift perceptions in line with the objectives set out for it. The results suggest its updated identity will play an indispensable role in helping Coutts grow and deepen its connection with families of all types.