Bradford & Bingley updates image

DIEFENBACH ELKINS DAVIES BARON has created a new identity for building society Bradford & Bingley, to be launched later this month.

The group worked on elements of the project with the client’s in-house team.

The new identity drops the familiar bowler-hatted characters of Bradford and Bingley in favour of a new logotype.

However, a new sign for the client’s retail outlets incorporates a multicoloured range of bowler hats, intended to retain that element of the society’s heritage.

“The logo of two men in bowler hats, introduced 25 years ago, remained highly recognisable,” says a Diefenbach Elkins Davies Baron spokesman.

The consultancy worked with the client on strategy and also created the new identity, facia, signage, literature and stationery.

The identity will also act as an umbrella brand for the client’s 369-strong estate agent chain, Bradford & Bingley Estate Agents, which it acquired as Black Horse Agencies from Lloyds TSB. The client’s mortgage broker business will also trade under the banner.