MIDDLE EAST
THE NINE
5
Emirates Bank
Also clunky and old-school, but lacking in charm. Since its merger with
the National Bank of Dubai, Emirates Bank seems to be running with
two logos, one for Emirates NBD, and this. Our advice? Drop this one as soon
as possible. The clumsy half-blue, half-orange globe makes us think that half
the world’s aflame in the panic of economic meltdown. Or, worse, the orange
bit looks like the bottom half of a bunch of people, probably bankers, prostrate
on their backs having given up on life. Confidence factor: 1
6
Lloyds TSB
Although the black stallion was originally designed for the European market,
by happy accident it translates well to the horsey-mad Gulf region. Possibly
a little too well. The horse is such a cliché here—particularly in ads for banks—that
all it really says is ‘Lloyds TSB. Much like all the other financial institutions.’ Which
probably isn’t what the bank’s aiming for. Still, it’s upbeat and striking, if you consider
the horse to be prancing, rather than rearing in terror at some unexpected threat to
its survival. Confidence factor: 6
7
National Bank of Kuwait
NBK also features an animal on its logo: the camel. Not a bad symbol in
times when liquidity is thin on the ground. And, of course, the beast of
burden plucks regional heartstrings like no other quadruped—even the horse.
Coupled with the bold red underscore, which implies the ability to be decisive, this
logo—though bland—works well for the Gulf market. Confidence factor: 7
8
HSBC
HSBC’s marketing is often used as a textbook example of how to sell a
bank. Its ‘World’s local bank’ campaign has garnered critical acclaim
around the globe. And its logo is striking and easily recognised. Which is a good
start. It looks a little like instructions for creating an origami figure, and being
connected to that ancient art implies attention to detail and longevity. But also
9
Standard Chartered
The font’s nice: simple, unassuming but confident. However, the squig-
gles—which are supposed to be an intertwined S and C—look like a couple
fragility and a danger of being easily burned. Confidence factor: 6 of serpents battling to the death, or like twisted telephone cables, denoting an
inability to communicate properly. Although accurate—from our experience of the
bank’s customer service— neither message is something you want to trumpet to
the general public. Confidence factor: 3
Know any bank logos that inspire greater confidence than these? Drop us a line.
The best responses will be published in next week’s issue.
Email: ben.flanagan@engworldwide.com
www.mediaweekme.com 25 JANUARY 2009 /11
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