The Core gives Lloyds TSB division free rein

Lloyds TSB Group is carrying out a six-figure project with The Core to roll out its first cohesive brand identity for the global International Private Banking division.

Appointed in December, the Hull design group has designed an identity (pictured below right) that will run across nine international offices, branding signage, facia and all Lloyds documents. It will be launched in March.

This is the first time Lloyds has looked to ‘create a cohesive brand to make sure we have a consistent brand presence to demonstrate the values of Lloyds TSB’, explains Mark Swyny, head of marketing for International Private Banking.

Lloyds is also planning to open more International Private Banking sites ‘over the course of a couple of years’, states Swyny.

The brand features a redrawn marque, new colour palette, typographical layouts and tone of voice. The logo retains the image of the Lloyds black horse, but it is ‘freed from the box’, says Alastair Whitely, director at The Core. The consultancy is also developing a new on-line banking offer.