The Family Building Society branding, by Johnson Banks

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Johnson Banks has created the identity for The Family Building Society, a new organisation that helps family members lend money to each other.

The identity lets the building society to customise its own logo to each of its customers by overprinting their customer names. Johnson Banks says: “What was a generic ‘offer’ becomes specific to each particular family, even down to their own version of the logo.”

The consultancy adds: “This is a very unusual idea, and gathered much debate at the concept stage. After testing on certain key elements (offer letters, direct mail, etc) it became clear that the idea could actually be delivered. Simply by amending the ‘field’ in the letterhead file, we can overprint customers’ names over the logo in letters, for example.”

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