New look for Abbey National arm

Abbey National’s finance house division, First National, has introduced a new corporate identity to reflect the changes it has gone through during a period of rapid growth.

Circle Design Consultants created the identity after a credentials and proposals pitch against unnamed rivals.

The new identity comprises three elements, which represent the three-way relationships between First National, intermediaries such as retailers or car dealers, and customers.

“The symbol is intended to signify that First National is a leader in its field, a forward-looking, professional organisation, and one that customers as well as intermediaries would like doing business with,” says Circle creative director Charles Longbottom.

First National is believed to be the UK market leader in providing consumer finance services. It has more than three million customers, assets of 8bn, and 5000 staff.

Three Lombard North Central businesses were bought from NatWest last year, resulting in a doubling of First National’s size. This followed a longer period of growth.

“Over the past four years, since First National became part of the Abbey National group, it has become eight times bigger,” says First National marketing director John Easden.

Implementation of the new identity is scheduled to be completed by the end of March.

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