The makeover was carried out to strengthen the brand image of the
newly-integrated operation, which now includes the United Chinese Bank
and First Pacific Bank under BEA's name, in anticipation of
opportunities across the border in China.
Landor, which handled the image overhaul, said it based the new
corporate identity on a strategic positioning that centred on BEA's
"world of experience, emphasising the enterprise's successful history
along with its regional and global reach". It also recommended
shortening the bank's name to BEA due to its high level of
awareness.
Landor Hong Kong managing director, Michael Ip, said the assignment included redesigning the logo, updating colours and typefaces for passbooks, cheques and stationery applications and redesigning branches. BEA has more than 125 branches and conversion to the new look is expected to take about five years. Landor creative director, Vincenzo Perri, said the new identity, featuring a redrawn globe icon, was created to emphasise BEA's scale of operations.
