A Bank with Personality
Capital One's brand standards start with a uniquely flexible personality, derived directly from the company's mission. Dynamic and core personality traits allow anyone working with the brand the flexibility to communicate effectively and personally to any consumer.
A Voice with Range
Capital One’s voice is the consistent element within a flexible system. It’s clear, compelling and conversational with the range necessary to connect with a wide and diverse audience.
Photography with Perspective
Photography is a crucial aspect of visual marketing. But it’s entirely subjective. Strong and clear photography standards give Capital One a unique look and feel seamlessly aligned with the brand personality.
A Dynamic and Consistent Color Pallet
Created to consistently reflect the brand’s personality, Capital One’s color pallet is also adaptable and flexible enough to accommodate its many unique products and services.
A Typeface with Optimism
Optimist was developed to reflect Capital One's unique personality and tech focused transformation.
Evolving Iconography
Icons are a primary communication device in more and more digital experiences. Capital One’s iconography was created to be distinct, flexible and capable of growing with the brand. In other words, iconic.
