Barclays logo ‘under threat’

Tue, 19 Jun 2007 | By Gina Lovett

Barclays is thought to be under pressure to drop its historic eagle emblem, if its takeover of Dutch bank ABN Amro is to go ahead.

The logo, which was last worked on by Williams Murray Hamm in 2003, is poised to be dropped, reports say, because the ABN Dutch audience is more sensitive to Nazi connotations arising from the eagle symbol used by Barclays.

Under terms of the deal, yet to be approved, Barclays will move its headquarters to Amsterdam.

A spokesman for the bank declined to comment on the future of Barclays’ identity and branding, saying only that because the deal is in the early stages, it is difficult to ‘commit either way’.

A spokeswoman for Interbrand, one of Barclays rostered design groups for the UK brand, confirms that the consultancy is working with Barclays, but is reticent to elaborate on the scope of this work.

‘We don’t know what Barclays’ future plans are regarding the identity. If it wants a more international perspective, then it would continue to work with either London or the US. Either way we have no problem with a move of their head office,’ she says.

Interbrand was one of two runners-up at last year’s Benchmarks awards run by Design Week, and was honoured for its internal communications campaign, designed to highlight the bank's arrival at its new head office in London's Canary Wharf.

Landor Associates' San Francisco office is working with Barclays’ international equity division.