Bradford & Bingley to modernise image

Diefenbach Elkins Davies Baron is working on modernising the brand of Bradford & Bingley, the UK’s second biggest building society. The consultancy beat off competition from Landor Associates and Interbrand Newell and Sorrell.

The group will be “addressing the brand in the landscape of the future”, says Davies Baron marketing director Paul Haftke.

“There has been no decision to drop the bowler hats at the moment,” a Bradford & Bingley spokesman says of the logo, “the hats are trusted and are part of the brand.” Nor are there plans to change the name.

Bradford & Bingley has 230 outlets, while its recent acquisition Black Horse estate agent operates a 370-strong chain.

The Black Horse name will be used for a year, after which the chain will be brought into the Bradford & Bingley brand, says the spokesman. The project does not yet include interiors. The new look will be out next year.