Coutts’ visual identity embodies London banking.


The world of private finance had always been traditional and conservative. But a new breed of entrepreneurs entering private finance are changing things, and fast. Coutts, now over 300 years old, felt it was time to evolve. So, the bank challenged Coley Porter Bell to devise a new visual identity. One that would bring the bank into the modern era and make Coutts matter to a new audience.

Visual Planning helped us define a strategy, brand identity and immersive brand world to reposition Coutts as more than a private bank. We helped shape the business as a wealth adviser for cosmopolitan businesses and young, exceptional individuals. All without losing sight of its current clients and it’s ambition to become a global investment bank.


Inspired by their physical location on the Strand, we redefined Coutts as ‘London banking’, recrafting their visual identity to embody a rich heritage and the City’s vibrant modernity. The elegant new brand identity, executed with a luxurious palette of grey and rich orange, now features across every touchpoint, worldwide – from internal brand collateral and credit card designs to office environments and collaborations with London Fashion Week.