Barclays banks on INS rebrand

Barclays Bank is launching a rebranding programme, beginning with the introduction of a redesigned version of its eagle identity and word marque tomorrow, having appointed Interbrand Newell and Sorrell as its lead agency 18 months ago.

The old Germanic style eagle, last restyled 30 years ago, was deemed to be too domineering for Britain’s third largest bank, so a softer bird image is now wrapped around a 3D globe.

Furthermore the word “bank” is being dropped from Barclays’ name, which will now be written in a slight italic in the traditional blue.

“We need to refresh the corporate approach and to some degree the old identity has been struggling to keep pace with the 20th century,” according to Barclays project manager Kate Thomas.

“From June we start rolling out the new identity. We have been appointed to a lead agency role and are co-ordinating with other below-the-line agencies. The new look retail literature, cards, cheque books and everything on the retail side will come from us,” says Interbrand Newell and Sorrell project manager Richard Buchanan.

A test branch in Stockport has been refitted already, and branches in the Stockport area are next in line for a refit, followed by Peterborough and then remaining parts of the country.

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