Vox Pop

Abbey National, rebranded as Abbey by Wolff Olins (DW 2 October), promises to ‘turn banking on its head’, with a fresh approach to its identity, tone of voice and branch interiors. Does it have the right kind of image now to cash in with consumers or will

‘If an industry ever needed a revolution it was banking. Do I like the new visual marque? No. Do I like the concept and strategy behind it? Yes. Now Abbey must deliver on the promises or it has not gained anything.’

Mark Pinder, Strategy director, Brand Frontier

‘It’s clearly aimed at the younger market, but the brand still has to have a broad appeal. I love the rainbow pastel colours. It’s designed to move in this multi-channel age.’

Philip Mann, Managing director, Bostock and Pollitt

‘An image that is implemented carefully should succeed. With financial stability and security ranking high in our minds, an established brand is comfortable, but a new and invigorated brand can encourage us that the organisation is responsive and forward thinking.’

Justin Anderson, Managing director, Anderson Norton

‘Abbey’s been on the brink of brilliance for years. “Because life’s complicated enough” embodied the killer insight in banking. But it’s yet to deliver simplification. In the absence of true product innovation will a new logo help? Hard to tell, it’s all a bit blurry.’

Jasmine Montgomery, Strategy and client services director, FutureBrand

‘I can’t help but think the visual elements are all too “friendly” and lacking in a harder more practical side, although it does definitely signal change.’

Sue Perkiss-Webb, Creative director, CGI Brandsense

‘Abbey is now offering what half its competitors have been claiming to provide for years. Finally delivering on the promise it too has been making, embedded in the strapline it’s just dropped, may make a difference to customers, but it’ll leave them bemused.’

Jim Bodoh, Director, Citigate Lloyd Northover

‘Fourteen years ago Wolff Olins was part of the team that changed the face of personal banking with the launch of First Direct. The identity is sensitive and colourful, but what does it say about the offer, and is it a revolution?’

Stuart Dickinson, Creative director, Corporate Edge

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