Private bank Coutts is rolling out a new identity as it rebrands internationally from RBS Coutts to just be known as Coutts.
Coutts says the new identity was initially worked on by John Rushworth at Pentagram before being recrafted by Coley Porter Bell, which also worked on the strategic repositioning of the brand. Coley Porter Bell says it worked ’to create an elegant and ownable visual equity to be rolled out across the global business’. The new logo has been used in the UK for the past month, and will roll out internationally from today to coincide with the bank dropping the Royal Bank of Scotland from its name, aiming to bring consistency to the international brand.
The new logo sees the Coutts name aligned next to the three crowns from the previous identity, which have been slightly simplified from their original form. (…)