The Visual Language of Banking

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Presentation given in May 2012 at Next Bank Asia in Singapore on the visual promises that banks make through their identities, and how they need to evolve to stay relevant.

http://nextbankasia.com/2012/01/tjohnston/

Published in: Economy & Finance, Business
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The Visual Language of Banking

  1. 1. The Visual Language of Banking.Presented at Next Bank Asia 2012. 10.05.2012
  2. 2. A quick reality check.
  3. 3. We opened a studio in Singaporeand needed a bank account …
  4. 4. … so naturally we went to theworld’s global bank first.
  5. 5. “The account opening fee will be $1,000 please.”
  6. 6. “F*** that.”
  7. 7. The world’s local bank.** With the exception of Singapore.
  8. 8. Next door they’re here for good.Sounds promising.
  9. 9. “Could you send your application to Singapore yourself please. I’m very busy you know!”
  10. 10. “WTF?”
  11. 11. “DHL is pretty good.If we send documentsinternally they oftenget lost.”
  12. 12. “Well can you fax it?!?!”
  13. 13. “Actually my fax is broken”
  14. 14. “Supervisor!”
  15. 15. Where for good?
  16. 16. Banks are making visualpromises they can’t liveup to.
  17. 17. Let’s take a look at thetop 100 and see whatpatterns emerge.
  18. 18. The 9 visual promisesof banks.
  19. 19. 1 2 34 5 67 8 9
  20. 20. 1 2 34 5 67 8 9
  21. 21. 1 2 34 5 67 8 9
  22. 22. 1 24 5 67 8 9
  23. 23. 1 2 5 67 8 9
  24. 24. 1 2 5 67 8 9
  25. 25. 1 2 5 67 8 9
  26. 26. 1 2 5 67 8 9
  27. 27. 1 2 5 67 8 9
  28. 28. 1 2 5 67 8 9
  29. 29. There are twoproblems with thesevisual promises.
  30. 30. First, nobody really believesthem any more.
  31. 31. Second, they don’t reflect whattoday’s banks need to be about.
  32. 32. Today’s banks need to be:1. Personal2. Motivating3. Human
  33. 33. Today’s banks need to be:1. Personal2. Motivating3. Human
  34. 34. Most of today’s banksare over-branded.
  35. 35. So what if we got theidentity out of the way?
  36. 36. Today’s banks:1. Personal: Get the identity out of the way
  37. 37. Today’s banks need to be:1. Personal2. Motivating3. Human
  38. 38. Today’s banks:1. Personal: Get the identity out of the way2. Motivating: Give bite-sized offers their own identity
  39. 39. Today’s banks need to be:1. Personal2. Motivating3. Human
  40. 40. Singapore Airlines
  41. 41. Comms
  42. 42. Comms Web
  43. 43. Comms Web Mobile
  44. 44. So why haven’t bankscreated any icons ofservice?
  45. 45. Banks of the future:1. Personal: Get the identity out of the way2. Motivating: Give bite-sized offers their own identity3. Human: Give me princess Leia
  46. 46. www.shiftpartners.comBEIJING HONG KONG SINGAPOREShift. Shift. Shift.中国 3&3A Upper Station Street 73A Duxton Road北京市朝阳区东大桥SOHO尚都北塔 Sheung Wan SingaporeA座1205, 100020 Hong Kong 089532Contact: Contact: Contact:Yvonne Yu Zoran Svetlicic Toby JohnstonPartner Partner Partner+86 137 0116 9250 +852 9859 6726 +65 8342 7142yvonne@shiftpartners.com zoran@shiftpartners.com toby@shiftpartners.com

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