When TRUE designed the brand logo for this Swiss mega-bank, back in 1997, we stripped away the previously used graphics and just focussed on the words ‘Credit’ and ‘Suisse’– what further reassurance could you want from a financial services brand? In 2007, the client changed to a much criticised ‘sail’ logo. Fast-forward to 2023 and confidence is lost in Credit Suisse and they are taken over by USB. Should they have kept our ‘rock solid’ logo?