BBCN and Wilshire Banks Launch New Unified Brand: Bank of Hope

The first regional Korean-American bank in the United States has just opened its doors to the public! With a new brand identity by design studio, Landor, this bank will surely be a success. Centered around progression, optimism, and pride, the Bank of Hope has a constant drive to help customers and communities it services progress and achieve their goals.

BBCN and Wilshire—both Korean-American banks headquartered in Los Angeles—are full service banks that specialize in cross-generational lending to business owners in myriad ethnic communities. By merging to form Bank of Hope, the newly established super-regional bank will have branches in nine states and combined assets of $13.2 billion.

To establish a powerful brand for Bank of Hope, Landor had to reconcile the prior identities of BBCN and Wilshire. The new brand needed to distinguish the organization as a market leader among Korean-American banks, while connecting with its core customers and remaining agile for future opportunities.

Bank of Hope’s new tagline—Bankers. Experts. Neighbors.—uses pride as a source of inspiration to emphasize the bank’s optimistic, highly skilled, and community-friendly positioning. The upward progression of the organization is visually articulated through a subtle flag emblem emblazoned within the logo, which can also be seen as a series of ascending steps. A stylized “H” appears in the mark, alluding to the bank’s ultimate driver:  hope.

“A unique part of this project was harmonizing two different ideas,” said Bob Kersten, Executive Director for Client Services at Landor. “The strong and straightforward visual identity and tagline balance the more emotive and open Bank of Hope name. The result is a fresh perspective in the banking landscape.”

“We are pleased to have had Landor as a key strategic partner from the beginning to guide us through the challenges of developing a new name and brand,” said Jimmy Lee, senior vice president & director of marketing and community relations at Bank of Hope. “They understood the need for collaboration, speed, and agility, and ultimately arrived at a world class identity that will be Bank of Hope’s visual beacon for many years to come.”

Designed by Landor