SWIFT is a member-owned co-operative with over 8,000 customers worldwide. It acts as service provider to the financial industry and works collaboratively with stakeholders to define standards and shape market practices.

With a new Chief Executive at the helm, the organisation had set itself the challenge of not just being relevant, but offering simplicity to its customers in a highly complex market where resilience and security have to be a given. This demanded a clear brand story that summed up the breadth of what the organisation does, a straightforward architecture and a strong communication style.

The core idea of ‘individual insights, collective brilliance’ reflects the organisation’s status as a co-operative and has provided a test for ideas and initiatives. Intelligent simplicity has been the principle behind a new brand architecture and visual style. We have created a subtle update to the SWIFT mark, building on its heritage, but made real changes to the overall brand style to create clarity, reflect impact and provide space for analysis and insight. The whole gives a powerful new presence for an organisation at the heart of the financial industry.