Bensimon Byrne Work


Global Rebrand


Scotiabank was looking to refresh their bank’s visual identity to make a more modern, more digital, and more unique expression of their brand.

We flipped it. From the red bank with all the colours, to the colourful bank with red at its core.


The big idea was to invert the existing Scotiabank brand from the red bank with the colourful type, to the colourful bank that is rooted in red. The end result was more modern, more human, and more like you. Beyond the core idea, we also evolved the iconic brandmarks (the wordmark and the Flying S icon), developed a new custom Scotia font and, oh yeah, helped instigate an ongoing transformation from Scotiabank to Scotia.

7 Primary palette colours

7 Wordmark refinements

1975 Original icon created


  • Marketing
  • Strategy
  • Design