HSBC Holdings plc, one of the world’s largest banking and financial services institutions, has built a reputation for reliability, scale, and global reach. Headquartered in London, the bank operates in over 60 countries across Europe, Asia, the Middle East, Africa, North America, and Latin America.
With a commitment to connecting customers to opportunities, HSBC has grown into a global brand synonymous with trust and professionalism.
Founded in 1865 in Hong Kong as the Hongkong and Shanghai Banking Corporation, the bank’s purpose was to finance growing trade between Europe and Asia. Over time, HSBC evolved through strategic mergers, digital transformation, and an unwavering focus on innovation and customer service.
The bank’s logo has played a crucial role in reinforcing its brand identity throughout decades of growth and change.
HSBC Logo Evolution
The 1965 Logo
One of HSBC’s earliest emblems drew significant inspiration from British heraldry, bearing a close resemblance to the Royal Coat of Arms of the United Kingdom.
This ornate design incorporated a four-part shield flanked by a lion and a unicorn—traditional supporters in royal iconography—and featured additional leopards that echoed colonial influences from British Hong Kong. Crowns adorned both the lion and the shield, reinforcing the connection to the monarchy.
At the base of the emblem, two sailing vessels were depicted: one was a traditional Chinese junk, symbolizing regional identity, and the other a classic Western sailing ship.
The emblem also bore Latin mottos: “HONI SOIT QUI MAL Y PENSE” (Shame on him who thinks evil of it) and “DIEU ET MON DROIT” (God and my right), both directly associated with the British crown. This historic logo served as a visual expression of HSBC’s colonial roots and international reach during its early years.
The 1983 – 2018
In 1983, HSBC took a significant step in strengthening its corporate identity by refining the logo. The hexagon emblem was retained, but the typography was modernized. The bank adopted a bold serif font for the “HSBC” name placed next to the emblem, creating a stronger and more balanced visual impact.
This version was extensively used in marketing and on global signage, making it synonymous with HSBC’s expansion into new markets. The logo became a beacon of trust, appearing on thousands of branches and ATMs worldwide. During this era, HSBC cemented itself as one of the “Big Four” banks in the UK and continued to grow internationally.
The consistent use of the red and white palette reinforced brand recognition. Importantly, this design was minimalistic enough to work seamlessly across both digital and print formats—a foresight that served HSBC well during the digital banking revolution.
2018 – Present
In 2018, HSBC refreshed its brand identity with a cleaner, more modern interpretation of its logo. The red hexagon emblem remained untouched—preserving brand heritage—but the wordmark saw a notable change. The serif font was replaced with a sleek, sans-serif typeface that embodied digital readiness and accessibility.
This new design reflects HSBC’s push toward modernization, sustainability, and digital innovation. It is versatile, scalable, and visually cohesive across mobile apps, websites, advertising, and environmental signage.
Importantly, the refined logo meets the expectations of younger, digital-first customers while continuing to inspire confidence among established clientele.
Final thoughts,
HSBC’s logo evolution is a case study in consistent, strategic branding. From the classic red and white hexagon of 1965 to the minimalist, digital-friendly look of today, each version has reinforced HSBC’s values and ambitions. As the bank moves into the future, its logo continues to stand as a powerful symbol of its global presence and customer-focused mission.
Reference: [1]