Creating an identity for a client that is enigmatically named 86 400, especially when it is a new ilk of bank that potential customers do not yet know, understand, or trust, could be a real summons for any designer. Hulsbosch took on this challenge for this completely online bank that will in time provide all of the services of physical bank. The client was named for the number of seconds in a day.
The centerpiece of the design is the colon, as it is used to punctuate seconds. Used along or with 86 400, the mark is a simple device that suggest a simplification of the banking experience.
Hulsbosch director Jaid Hulsbosch explains, “Underpinned by the latest digital capabilities available, 86 400 is set to challenge and reinvent the customer banking experience. Our role was to support this to create a brand identity that was unlike anything in category and fulfilled the brand’s customer promise. We developed a bold masterbrand strategy that reflected the idea of ‘value every second’—the promise and proposition to customers.”
Read more details behind the new brand here.