The new Abbey logo looks as though it is at least doing a job at one level – it’s certainly getting people in the design industry talking about it (DW 9 October).
On the surface, Abbey’s new look signifies the bank’s intention to change the way it has traditionally dealt with customers. But only time will tell whether this change permeates throughout the business and whether the new offer can live up to expectations.
I think Abbey trying to break down the barriers between ‘you’ and ‘your’ money and to make it all ‘fun’ is a little patronising.
The bank is promising a lot, but the identity doesn’t leave me with a life-changing impression. First impressions count for a lot.
The logotype itself looks weak and this is the immediate and, therefore, lasting impression I get of Abbey’s new offer.