HSBC’s brand identity, the unique associations that represent what the brand means to customers, employees, investors, and other constituencies, is derived from our values, culture, drives and vision:
Our cultural values – HSBC is an ethically-grounded, conservative, trustworthy builder of long-term customer relationships across the world.
Our basic drives – HSBC is a highly productive, cost-conscious, team-orientated, creative organization focused clearly on serving its customers.
Our vision – HSBC’s vision is to be the world’s leading financial services company.
The essence of the HSBC brand is integrity, trust and superior customer service. A strong HSBC brand gives confidence to customers, helps unify our employees,
and provides value to our investors.
HSBC Brand–Basic Elements Table of Contents
Brand Values . . . . . . . . . . . . . . . . . . . . . . . . .1
The HSBC Corporate Signature . . . . . . . . . .2
Protected Area . . . . . . . . . . . . . . . . . . . . . . . .3
The Hexagon . . . . . . . . . . . . . . . . . . . . . . . . .4
The HSBC Corporate Signature
with Group Marketing Strapline . . . . . . . .5
Business Unit Nomenclature and Brand . . . .6
Group Endorsement Signature . . . . . . . . . . . .7
Beneficial Brand Signature . . . . . . . . . . . . . .8
Protected Area for Beneficial Brand
Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
HFC Brand Signature . . . . . . . . . . . . . . . . . .10
Protected Area for HFC Brand
Signature . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Corporate Typefaces . . . . . . . . . . . . . . . . . . .12
Primary Corporate Colors . . . . . . . . . . . . . .13
Primary and Secondary Color Palette . . . . .14
Color Reproduction of the
Corporate Signature . . . . . . . . . . . . . . . . .15
Single-Color Reproduction of
the Corporate Signature . . . . . . . . . . . . . .16
Color Reproduction of the
Corporate Signature with
Group Marketing Strapline . . . . . . . . . . .17
Single-Color Reproduction of the
Corporate Signature with
Group Marketing Strapline . . . . . . . . . . .18
Incorrect Usage . . . . . . . . . . . . . . . . . . . . . .19
Using Reproduction Artwork . . . . . . . . . . . .23
Support and Approvals . . . . . . . . . . . . . . . . .24
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