©24
Branding
UCB Lounge is the premium hospitality and service wing of United Commercial Bank. The project was a full logo renovation, updating the visual identity to match the exclusivity of the space without losing the institutional trust built by the parent brand. Under the art direction of Imtiaz Kabir, the mark was refreshed to sit comfortably in a high-end, contemporary environment.
( Concept )
Premium banking does not need to shout to be noticed. The old identity carried the weight of the institution but lacked the quiet luxury expected of a modern corporate lounge. We stripped back the unnecessary elements to let the core identity breathe. The new mark relies on precision. Sharp, intentional typography paired with a refined visual language that feels at home next to first-class travel and wealth management. It is designed to look as good debossed on a leather folio as it does illuminated softly above a reception desk. The result is an identity that does not just borrow authority from the bank, but builds its own distinct sense of arrival.
