Lloyds Bank is one of the top brands in the UK, with an iconic logo design and instantly recognisable branding to boot. Renamed Lloyds TSB following a merger in 1998 (see previous logo, below), the group was recently forced to split off TSB into a separate bank as part of the EU bank bailout deal. So the re-renamed Lloyds Bank enlisted the help of a number of creative agencies to relaunch the brand, with the emphasis on making it more 'customer friendly'.
Rufus Leonard, RKRC/Y&R, Proximity London, and media agency MEC, all joined forces to help redefine the Lloyds brand. As Rufus Leonard's creative director James Ramsden explains: "We modernised the iconic Black Horse for the digital age, sourced an enormous range of emotive imagery that reflects the reality of customers’ lives and created a tone of voice that feels like ‘a breath of fresh air.’”
Rufus approached Fontsmith to create the new typeface, which is a customised version of FS Jack. You can see some of the details and character changes they made to create the new font family in this blog post.
A whole new look and feel for personal, business and private banking has been created for the bank's debit/credit cards, websites and stationery - incorporating flexibility in order to manage the diverse range of specialist audiences without losing the clear logic of the brand.
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What do you think of the new look? Let us know in the comments box below!