Bank of East Asia refreshes logo’s colour to a sunrise hue, exhorts customers to ‘live every moment,’ as it taps wealth business

Bank of East Asia will change its corporate colour and slogan starting today, the first time in a decade that Hong Kong’s oldest family-run bank is refreshing its looks, as it sharpens its focus to serve wealthy customers in the city and on the mainland.

The bank’s red-and-white logo – in use since 2002 – will change to a Solar colour scheme redolent of a dawning sky with a yellow-to-orange gradient. Its slogan exhorts customers to “Live every moment”, a more dynamic take after the global Covid-19 pandemic than the “Enriching your world” tagline used since 2013.