Standard Chartered

Standard Chartered is a banking and financial services company that offers personal, business and private banking across more than 70 countries. It comes in at number 31 with a score of 7.03.

Standard Chartered has a relatively strong brand idea and narrative, but shines brightest for its sustainability strategy. The targets are clear, measurable and aligned to the UN’s SDGs. Additionally, its performance is tracked against public indices such as FTSE4Good, Dow Jones, MSCI and TCFD. Its overall score is mainly brought down by its brand personality and visual style. These two key components go hand in hand, so it is not surprising that they both have low scores. Without clear personality attributes to help guide its visual expression, the brand identity feels flat, corporate and largely generic.