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Coutts’ visual identity embodies London banking

The world of private finance had always been traditional and conservative. But a new breed of entrepreneurs entering private finance are changing things, and fast. Coutts, now over 300-year-old, felt it was time to evolve.

Visual Planning helped us define a strategy, brand identity and immersive brand world to reposition Coutts as more than a private bank. We helped shape the business as a wealth adviser for cosmopolitan business and young, exceptional individuals. All without losing sight of its current clients and it’s ambition to become a global investment bank.

Inspired by their physical location on the Strand, we redefined Coutts as ‘London banking’, recrafting their visual identity to embody a rich heritage and the City’s vibrant modernity. The elegant new brand identity, executed with a luxurious palette of grey and rich orange, now features across every touchpoint, worldwide – from internal brand collateral and credit card designs to office environments and collaborations with London Fashion Week.  See our work in action on the Coutts website.

"We're incredibly proud that Coutts went on to win Best Card Design of the Year at the Card and Payments Awards."

Richard Clayton, Creative Director, Coley Porter Bell