The value of a strong, differentiated brand has been regularly quantified over the last few years. For example Interbrand, in association with JP Morgan, concluded that on average brands account for more than a third of shareholder value.
So a brand identity, just as much as any other part of a business, has a responsibility to deliver for investors as much as for consumers.
A great identity will capture the spirit, ambition and culture of an organisation. With the advent of digital applications there is also the opportunity for it to express a brand’s role and relevance in consumers lives.
No small challenge then.
That’s why we have been working closely with Starling Bank over the last year to carefully craft their brand identity.
In a fledgling market, with a number of impatient competitors, creating bold, ownable brand assets is crucial to establishing awareness, trust and salience. With up to 80% of major brands’ value now residing in intangible assets, it’s never been more important to ensure your brand is distinctive, memorable and ultimately iconic. This is about laying the foundations for success over the long term and not rushing into error.
In its simplest form, the new iconography is made up of a purple roundel, with two curved lines that denote the S of Starling Bank.
Simple. Capable of being recognisable in even the smallest application.
However, it is also designed to be animated in the digital space.