Aggressive and reliable
Lippincott & Margulies' 1962 logo for Royal Bank.
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In the early 1960s, the Royal Bank of Canada (RBofC) was one of North America's most recognised financial institutions. Despite being a pioneer, its appearance was considered conservative and musty, which was compounded by the rapidly evolving financial world. Further, the bank was contemplating a move to Place Ville Marie, a modern complex under construction in downtown Montreal. The new building, with its contemporary design, sat in stark contrast to the traditional image of the bank and its former headquarters.
Driven by market competition, the new headquarters and the need for continued growth and relevance, RBofC embarked on a design program to reinvigorate its image. More specifically, the intention was to present the bank as being contemporary, aggressive, reliable, global and forward-looking. To do this, the bank chose American design studio Lippincott & Margulies (L&M) to lead a rebranding effort.
