The new identity, which replaces the former serif font with a non-serif typeface, features on a new television, radio, online and print marketing campaign for the bank which launched at the weekend.
Bank of Scotland group executive director for Scotland Archie Kane says, ‘We are focusing on what the [bank] has always done best – building strong, trusting relationships with our customers by reasserting our traditional values.’
He continues: ‘This is not about reinventing the Bank of Scotland but allowing our customers to rediscover it.’
Meanwhile, Rufus Leonard chief executive Neil Svenson says, ‘This project has been a great opportunity to reinvigorate the Bank of Scotland brand and make it relevant once again.’
The updated interiors concept will be rolled out across the bank’s branch network in the coming months.
Rufus Leonard won the contract through its ongoing relationship with Bank of Scotland owner Lloyds TSB, for which the consultancy is group brand development partner.