All credit to Springetts for Barclaycard identity

Springetts has redesigned Barclaycard’s entire identity, from its corporate and international businesses to its consumer credit cards. The roll out begins in April.

Springetts was appointed to the project, worth “between £500 000 and £1m”, last year, following a creative pitch against unnamed consultancies.

The purpose of the redesign is to inject more vitality into Barclaycard’s existing five-year-old identity, designed by Lewis Moberly. The identity is now competing with more modern, funky financial brands such as Egg and Goldfish, according to a Barclaycard spokesman.

The identity is also designed to align Barclaycard’s existing business units, including corporate, international and UK consumer credit card divisions, which were previously run autonomously under the Barclays Bank umbrella.

The spokesman adds, “The logo is designed to cement the brand and provide consistency across our diverse business-to-business and consumer brands.”

“A globe with rotating arrows has been created to represent the worldwide reach of Barclaycard, reflect the trust consumers have in the brand and provide a more contemporary feel,” according to Springetts managing director Andy Black.

“The softer icon on the credit card is designed to reflect Barclaycard’s less austere, more consumer-friendly approach to its business,” he adds.

The identity will extend across marketing literature, in-store products, credit cards and the website,, designed by Tonic, which launches at the beginning of April.

Tonic was appointed to simplify the website and make it more functional for customers (DW 4 August 2000).

Springetts has developed livery for the Football Association’s hospitality activities when England play abroad, including stationery, and hotel desk signage.

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