Bank of East Asia – the oldest Hong Kong lender still owned by the founding family – has unveiled a new logo and slogan.
Bank of East Asia has introduced a new yellow-to-orange gradient color scheme for its corporate logo. The Hong Kong lender has been using its previous red-and-white color scheme since 2002. It will also refresh its slogan from the «Enriching your world» tagline used since 2013 to the «Live every moment».
According to the bank, the fresh look will be rolled out in phases in over 100 branches and outlets throughout Hong Kong and mainland China.
Greater Bay Ambitions
The rebranding coincides with Bank of East Asia’s ongoing expansion in the Greater Bay Area, an 11-city cluster in southern China. The bank is set to shift around 300 Hong Kong-based employees to its 18-story tower in Shenzhen when it opens on January 12 next year.
Currently, Bank of East Asia has 48 branches in Hong Kong alongside 63 outlets in mainland China, including 20 in the Greater Bay Area. Globally, it also has a presence in Singapore, Malaysia, the US and the UK.
Bank of East Asia is the oldest bank in Hong Kong still owned by the original founding family. It was established in 1918 three days after the end of World War I by Li Koon-chun and Li Tse-Fong – great grandfather and great uncle of current co-chief executive Adrian Li.
