Nationwide rebranding

subjecttocontract

........and if a competitor offers an account with a better interest rate I, like nearly everyone else, will be gone like a flash without a thought for this or any other logo.

stclair

This details the story behind the branding: 

https://www.designweek.co.uk/nationwide-rebrand-new-commercial-arts/

Rob5342

stclair said:

This details the story behind the branding: 

https://www.designweek.co.uk/nationwide-rebrand-new-commercial-arts/

It's bizarre that they say they wanted to avoid the sea of sameness when their new branding is so similar to NatWest.

wmb194

stclair said:

This details the story behind the branding: 

https://www.designweek.co.uk/nationwide-rebrand-new-commercial-arts/

I love that article. Lots of detail to sell you on it, for instance going through the reasoning behind the fonts that were chosen and modified, the logic of why 'building society' was dropped, why it doesn't have a capital 'N,' that they wanted to portray an image of a "dependable disruptor" that does banking reliability but differently and so on. A lot of thought was put into it.

The first comment on the article is, "Congratulations. They have rebranded as NatWest. You couldn’t make it up." So funny.

Section62

wmb194 said:

stclair said:

This details the story behind the branding: 

https://www.designweek.co.uk/nationwide-rebrand-new-commercial-arts/

I love that article. Lots of detail to sell you on it, for instance going through the reasoning behind the fonts that were chosen and modified, the logic of why 'building society' was dropped, why it doesn't have a capital 'N,' that they wanted to portray an image of a "dependable disruptor" that does banking reliability but differently and so on. A lot of thought was put into it.

The first comment on the article is, "Congratulations. They have rebranded as NatWest. You couldn’t make it up." So funny.

Says as much as needs to be said that the Nationwide staff involved in the project had to go back to the archives to discover the tree in the old logo was a tree.

As for the 'sea of sameness' blues, they seem to have changed from a fairly distinctive blue (only shared with Metrobank?) to use Bank of Scotland blue instead.

The more I read the more my original thoughts feel about right.  They don't have a scooby why they are doing this rebrand and what the outcome is meant to be. (apart from winning some pointless marketing award, perhaps?)

wmb194

Section62 said:

wmb194 said:

stclair said:

This details the story behind the branding: 

https://www.designweek.co.uk/nationwide-rebrand-new-commercial-arts/

I love that article. Lots of detail to sell you on it, for instance going through the reasoning behind the fonts that were chosen and modified, the logic of why 'building society' was dropped, why it doesn't have a capital 'N,' that they wanted to portray an image of a "dependable disruptor" that does banking reliability but differently and so on. A lot of thought was put into it.

The first comment on the article is, "Congratulations. They have rebranded as NatWest. You couldn’t make it up." So funny.

Says as much as needs to be said that the Nationwide staff involved in the project had to go back to the archives to discover the tree in the old logo was a tree.

As for the 'sea of sameness' blues, they seem to have changed from a fairly distinctive blue (only shared with Metrobank?) to use Bank of Scotland blue instead.

The more I read the more my original thoughts feel about right.  They don't have a scooby why they are doing this rebrand and what the outcome is meant to be. (apart from winning some pointless marketing award, perhaps?)

What's strange is that in recent years Nationwide's branding was mostly white - it dropped the solid blue backgrounds some years ago - and a mostly white branding in banking is actually quite unusual and I liked it. I used to work at a place where the marketing chief always told us that blue is a mistake - he dropped the blue from our company branding and it was much improved - and I don't think he was wrong.

In St Clair's article the key phrase is that they were going for the, "dependable disruptor." So an old, reliable institution but a new, different way to bank. It's all part of pushing current accounts.

Rob5342

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2010

The craziest rebranding recently must be Twitter to X.

NW have only dropped the building society and have come up with a red blob.

flaneurs_lobster

I've just received an email from Nationwide and it had the OLD LOGO at the top!

Outrageous, 38 million quid for a rebrand and no-one's changed the email header.

northwalesd

flaneurs_lobster said:

I've just received an email from Nationwide and it had the OLD LOGO at the top!

Outrageous, 38 million quid for a rebrand and no-one's changed the email header.

Haha, me too - and I'm not currently a customer as I have no Nationwide accounts.