Atom Bank creates 1.4 million personalised logos in bid to prove “customer obsession”

Atom Bank has created 1.4 million logos in a bid to tailor the customer experience ahead of the brand’s launch as it seeks to be a “customer-obsessed” organisation.

Digital only bank start-up The Atom Bank has launched with a promise to let customers choose their own unique logo.

The branding has been led by an in-house team, working alongside TH_NK, which has designed and developed the web platform.

Personal Colour Palette

Besides choosing a personalised logo, customers will also have their own personal colour palette which drives the visual experience when using the app. They can also call the bank what they want to – within reason – such as Jenny’s Bank or Peter’s Bank.

The mobile-only brand’s chief marketing officer Lisa Wood told Design Week’s sister title Marketing Week that personalisation has been a dominant theme throughout the entire process.

She said: “We want to be highly personal and demonstrate this at every point of our proposition that it’s about the customer, not us. We’re a customer-obsessed organisation.”

“No one should have exactly the same experience”

Wood added: “It’s a way of showing that we believe every one of our customers is unique. No one should have exactly the same experience of Atom. Visually, it will also look very different from other bank experiences.”

Wood says that a personalised colour-theme and logo is only “one aspect” of the brand offering a tailored experience. In December 2015, the bank announced that customers will be able to use face and voice biometrics to log on to the app. It is built using gaming platform Unity, which will involve 3D animation and sound to engage customers.

Further personalisation will be introduced

More personalisation features will also be introduced after the app’s launch. Atom is currently in closed beta and plans to launch later in Q1.

Through the personalisation features, the brand is aiming to become a “next generation” bank, where the brand strategy is focused on the consumer instead of itself.

“It’s not about the customer relationship with us, or our relationship with customers’ money. The traditional old banks constantly reference their relationship with its customers, but our brand strategy is about us helping people understand money much better,” says Wood.

This story first appeared on Design Week’s sister title Marketing Week.


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