Bank of East Asia refreshes logo’s colour to a sunrise hue, exhorts customers to ‘live every moment,’ as it taps wealth business
- The bank’s red-and-white logo – in use since 2002 – will change to a Solar colour scheme redolent of a dawning sky with a yellow-to-orange gradient
- Its slogan will exhort customers to “Live every moment,” a more dynamic take after the global Covid-19 pandemic than the current “Enriching your world” tagline
Bank of East Asia will change its corporate colour and slogan starting today, the first time in a decade that Hong Kong’s oldest family-run bank is refreshing its looks, as it sharpens its focus to serve wealthy customers in the city and on the mainland.
The bank’s red-and-white logo – in use since 2002 – will change to a Solar colour scheme redolent of a dawning sky with a yellow-to-orange gradient. Its slogan exhorts customers to “Live every moment”, a more dynamic take after the global Covid-19 pandemic than the “Enriching your world” tagline used since 2013.
“The new corporate colour and slogan remind our customers that Bank of East Asia can provide all types of wealth management services for their financial well-being,” said co-chief executive Adrian Li Man-kiu, a fourth-generation scion of the family that has controlled the bank since it formally opened for business in 1919. “When we take care of our customers’ wealth and financial planning, they are in a better position to take care of their health and lives.”
The new look will be rolled out in phases across more than 100 branches and outlets in Hong Kong and on the mainland, the bank said. Like its competitors HSBC and Standard Chartered, Bank of East Asia is betting on Hong Kong’s expanded role in the Greater Bay Area to tap the growing affluence and potential for wealth management in southern China.
Hong Kong’s Chief Executive John Lee Ka-chiu has a very specific goal to attract 200 family offices to set up in Hong Kong by 2025, adding to the estimated 400 that are already managing the fortunes of their wealthy principals out of the city. These offices also engage in succession planning and philanthropy.
The timing is right to refresh the brand, said co-CEO Brian Li Man-bun, the younger son of the bank’s executive chairman David Li Kwok-po. The bank, headquartered on Des Voeux Road Central throughout its century-long history, is poised to move about 300 employees into its 18-story BEA Tower at the Qianhai financial area in Shenzhen when it opens on January 12.
