- Lowe & Partners Worldwide has kicked off a global branding campaign for HSBC that signals the end of the Midland Bank name in the UK.
The campaign, which will appear in 20 markets, introduces the new HSBC hexagon branding as part of an effort to position the bank as a global brand. The new hexagon logo was developed by Lowe Bull Calvert Pace, a Lowe subsidiary in Cape Town, South Africa.
The campaign breaks in the UK on June 4 and will focus on communicating the name change from Midland to HSBC.
The Midland Bank name began to disappear earlier this year as buildings were fitted out with their new HSBC look. Similar work has been going on around world. In New York the Marine Midland Bank, the US subsidiary of HSBC, has already been renamed HSBC.
Michael Broadbent, director of group corporate affairs at HSBC, said: "We want people from Bangkok to Buenos Aires to recognise HSBC and to know that it stands for integrity, trust and excellent customer service."