Barclays invests in The Partners

Barclays was yesterday due to unveil The Partners’ branding for its new investment arm.

B2 is an over-the-phone investment company with a range of financial offers, including an advance savings account, which allows customers to save while investing on the stock market.

While the name was a given, The Partners created the blue background and resurrected an old typeface for the logo.

The B2 branding is intended to be “easily accessible, innovative, clear, straightforward and very personal”, says The Partners creative director David Stuart. Primarily aimed at 18-35-year-olds, B2 is meant to appeal to “anyone who is regularly investing”, says Stuart.

The Partners worked in a team with B2’s advertising agency and direct mail agency to create the brand. It will be up against existing financial brands such as Virgin Direct and Direct Line.

The consultancy has applied the logo widely – to literature, stationery, application forms and welcome packs.

The launch was almost put off following the recent unveiling of B2, the new name given to 7-11 stores bought by Budgens.

The identity follows The Partners’ rebranding of Eagle Star and will be followed by its relaunch of an unnamed friendly society in September.

Interbrand Newell and Sorrell is currently working on a new identity for Barclays Bank (DW 12 September 1997).