Lloyds bank launched a refreshed and rebranded mobile banking app, created in partnership with creative agency adam&eveDDB, global brand consultancy Wolff Olins and media agency Zenith, bringing together more than 500 different assets for the app, campaign executions, activations and digital strategy spanning AV, audio, outdoor, social, digital, influencer and gaming channels.
The team developed a design philosophy for the brand that feels distinctly Lloyds but has evolved for the digital era, supporting the overall customer experience. Wider brand identity changes include a reinvigorated colour palette with a new sense of ownership of the classic Lloyds green, an updated tone of voice that evokes a grounded sense of Britishness, and a new photography style holding a mirror to modern culture.
They even created motion graphics which I found innovative
https://www.underconsideration.com/brandnew/archives/lloyds_icon_animation.mp4
The old logo was fine and could have stayed like that for another 15, 30 years without any issues, especially as it continued and, other than the awkward “A” in “BANK”, it had a nice, timeless wordmark. The new logo evolves the horse to face forward because it’s more optimistic Its design has also been streamlined and made more dynamic with sharper angles, curvier curves, and more stylized shadows. All the tweaks, I think, are fairly beneficial and make for a stronger icon. The identity doubles down on the green hues, introducing some brighter shades to liven up the applications and it uses the font GT Ultra in both its Median style and Standard style for a bolder sans serif look which complements and supports the logo quite well. The horse also inspires some fun motion behaviours that make the type, imagery, and messaging gallop, canter, charge, and flick, it’s a rather clever and relevant foundation to build on.
I think Lloyds has done a great job making itself more modern and appeal to a younger demographic, with the launch of it’s app it has done well to keep some traditional values and mix them with more modern banking values to create something that works for both sides of the coin. I also think it helps revolutionise the brand as well, making it appear as if it is gearing for the future rather than staying in the past. I think the redesign has proven effective, but in order for it to be more effective it should be pushed further and advertised, get the Lloyds name out there.