Black Horse
Financial Companies and their Logos
In the olden days, banks, building societies and financial institutions represented solidity, security and trust. UK logo design reflected that, often being throwbacks to designs or symbols developed hundreds of years ago.The distinctive Black Horse logo of Lloyds TSB for example had its beginnings in 1677 when it was first taken on by Humphrey Stockes, a goldsmith and ‘keeper of the running cashes’. In 1884 Lloyds absorbed the Lombard Street bank of Barnetts, Hoares, Hanbury & Co who had inherited the symbol and this marked the beginning of the bank’s association with the black horse. Up until then, a beehive was the original logo of the Lloyds Banking Company and was used on their banknotes, would this have made the same impact over time. The horse is really meant to represent a “thoroughbred” or the “best in class”.Now you may think that a rearing black horse for a logo doesn’t exactly scream “financial services” but it has gained recognition and a lot of power over the time.
That’s the problem with company logos for the finance sector.Time is really once of the best ways to cement these (or any other) identifying marques in the business consciousness, but most companies don’t have a couple of hundred years to wait while the association between them and a symbol is firmly established in the public’s mind.Now of course the world has changed rapidly. Most banks and financial institutions have lost the esteem and regard in which they were once held.The market for financial services is also far more competitive and far more trans-national than it was even ten-fifteen years ago.
Financial companies are investing huge amounts of time and money in trialling and testing logo samples because they are aware good visual identity is the key to establishing a unique personality across many international markets and regaining trust and confidence.Choosing a design style and colourways for a financial logo is not easy at all. Practically speaking, strong, sober, colours rather than esoteric PMS shades and tones work best.Most print shops, no matter where they are in the world, should be able to reproduce these colours consistently and these strong basic colours have a powerful effect on the viewer.
Styles for financial logos are at their best when restrained or muted, but it is still possible to be dynamic enough to be remembered while remaining conservative enough in image for a business that deals with money, stocks and financial matters. The tried and trusted approach was to place the company name below the symbol, but in important non-English speaking markets this may not be meaningful or relevant.Fonts and slogans for financial logos should maintain the wanted and dignified ethos you wish to project.Taglines and descriptors should be precise and fonts should always prize clarity and be readable above how the typeface “fits a design theme”. In other words, the world of finance has had the 80’s and 90’s blitz of trendy, design-lead images, logos and identifiers.Now is the time for the financial services sector to get “boring” – but steady, reliable, transparent, trustworthy and secure – at least the world hopes!
KT Tunstall “Black Horse & The Cherry Tree” on Jools
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