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Standard Chartered calls its symbol the Trustmark. Introduced in 1969, it had, in the words of the bank's Bangladesh chief executive Naser Ezaz Bijoy, been a symbol of unity across its footprint in Asia, Africa and the Middle East, taking on new treatments, dimensions and colours over five decades to stay relevant.

In early 2021 the bank rolled out an evolved brand experience and identity created with a global brand consultancy, The Drum reported. The bank's statement described a Trustmark made fresher, brighter and fit for the digital age, supported by a dynamic visual system that echoes its bold simplicity and projects a human and professional image. It framed the refresh as the evolution of a digital-first brand, with a shared visual language reflecting the networks it operates in and the progress it enables.

The identity launched with a global campaign, 'Through Different Eyes', by its long-standing creative agency, shot in Croatia under Covid restrictions. It looked at sustainability through the eyes of eagles, horses, rabbits, dolphins and a pelican, extending 'Here for good', the bank's brand line for a decade. Global head of brand and marketing Emma Sheller said nature and progress could co-exist.

The rollout went market by market. In Dhaka in March 2021, the British High Commissioner, Robert Chatterton Dickson, unveiled the new emblem at the bank's Bangladesh headquarters, calling it a renewal of the bank's commitment to the country's progress.

The Business Standard covered the local unveiling in Dhaka, where the British High Commissioner revealed the refreshed Trustmark at the bank's Bangladesh headquarters. The statement called the mark, first introduced in 1969, fresher, brighter and fit for the digital age, supported by a dynamic visual system meant to project a digital first bank. The local chief executive noted the symbol had taken on new treatments and colours over five decades while standing for the same promise. Evolution rather than revolution, which is exactly what a bank of that age should want.

This is a careful evolution of a mark with real history, and the restraint is sensible for a bank that operates across dozens of very different markets. But 'fresher, brighter, digital-first' describes nearly every financial rebrand of the period, and the campaign carried more personality than the logo.