Brazil Design has renamed and created the corporate identity for Lloyd’s TSB Group’s recent acquisition, Chartered Trust, which was rebranded as Black Horse last week.
Brazil won the project, worth more than £100 000, after a threeway credentials pitch last September. In the course of the work it conducted focus-group research into the new name, which draws heavily on Lloyd’s brand symbol.
In addition to the name, Brazil has also produced design and brand guidelines and will be responsible for refining the branding in September once it has been applied throughout the UK and researched further.
Account director Jonathan Cosbie Ross says: “The importance of the Lloyds TSB heritage was a significant factor.
“Research was conducted and focus groups held across the UK, reflecting the importance of developing a potent and durable identity.”